Promoting a new product these days is harder than creating a product. Nowadays, letting the customers know about said new product and getting them excited about it is the truly difficult part. With so much competition for customer attention on social media, TV and online, it’s hard to stand out.
Despite these challenges, a select few brands are still able to hit it out of the park each time they bring a new product to market. Read on to discover 5 brands that have stunned consumers with their product launches:
Apple
This brand hardly needs an introduction- Apple has been a consistent crowd pleaser when it comes to launching a new product. The newest iteration of the iPhone could have nothing new about it except for an additional color or 1GB more of space, but people would still come out in drones to buy it. Part of their success has been built by providing a beautiful, user-friendly brand that people want to be seen with. Every time they put a new product on the market, they build up suspense around what the feature or item will be, and then host a conference to unveil – it works wonders in upping the exclusivity of the product.
Kylie Cosmetics
While her starpower is enough on its own to generate excitement about a product, Kylie Jenner has nailed it when it comes to launching a new product. Utilizing Snapchat and Instagram, she teases her followers about her latest colors, impending products and even the possibility of a Kylie Cosmetics store. Without fail, every time she launches a new shade of lipstick or a new gloss, it sells out in a matter of minutes. Her entire family shares this trait – the Kendall + Kylie swimwear line launch resulted in sky-high sales and Kimojis are all the rage.
Free People
Most recently, Free People has tapped into their wide array of customers who love to fuel their #FreePeopleMovement. By encouraging customers to share their photos and experiences with Free People on social media using the hashtag #FPME, they increase their brand awareness and excitement about the brand. When you’re promoting a new product, it’s all about visibility. Free People has made sure that they’re optimizing for visibility on all social platforms. Urban Outfitters has also successfully used this technique by encouraging customers to tag their photos in UO apparel with the hashtag #UOonYou.
Pokemon Go
Unless you’ve been living under a rock for the past week, you’ve heard about / downloaded / ran into a stop sign playing Pokemon Go. Nintendo capitalized on 90’s kid nostalgia and the fascination with augmented reality to bring back a classic game into our modern digital world. It’s been a massive hit, causing people to stampede in Central Park because a rare Pokemon appeared and others to fake their location so they become a Pokemaster from the comfort of their own couch.
Becca x Jaclyn Hill
Utilizing influencers is a relatively new concept, but it’s become a vital part of any team’s marketing plan. Influencer marketing allows you to tap into a major network of consumers you might not have reached with normal marketing techniques. However, this is a strategy that few brands get right. Becca Cosmetics teamed up with YouTube blogger Jaclyn Hill to create the Champagne Glow Face Palette that sold out within minutes. How did customers know to buy the product? The team threw several pre-launch parties where other bloggers and influencers got to test the product and then let their followers know about the impending launch. This also worked in reverse for Becca x Jaclyn Hill – when they were set to release an eyeshadow palette, they received horrifying reviews that caused them to push back the release date of the product and refund customers their money.
No matter what kind of product you’re gearing up to bring into the market, you can certainly draw inspiration from these brands. Figure out what tactics fall in line with your particular brand and consumer market and then start drafting your plan. Launchmetrics brings ten years of experience to product launch planning and launch-to-market execution in the fashion industry, see how we can help today. And in the meantime, we’ll be on the lookout for what each of these companies have in store for us next.
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