When you’re launching a new product, you want it to do more than tick a box. You want to, if possible, create an emotional need in your target market that supersedes the rational and makes getting their hands on your goods a true priority for them. To that end, you need to ensure your product is optimised to create want, and here are a few ways to do that.
Invest In The Right Packaging
The packaging that you use can do a lot of the heavy lifting your product needs. Invest in a design that stands out and effectively communicates what your product is, as well as the immediately recognisable benefits it offers the customer. With the help of a packaging specialist, think about how the right choice of colours and shapes can communicate different values, such as sustainability, professionalism, homey warmth, and so on.
Ensure The Product Itself Stands Out, Too
A distinct design and visual identity for the physical product can make it highly recognisable. There are some products that you can recognise just by looking at them. You can do this by, for instance, giving it a unique shape, or by working with a masterbatch manufacturer to give it a colour that really stands out. The greater the visual impact, the more your product is likely to get the attention of those browsing the aisles.
Leverage Influencers
While the quality of your product might speak for itself, it needs to get in the hands of your market to do the talking. By working with influencer marketing, you can ensure it gets into the hands of those who have the platform and the audience to spread the good word. Working with influencers who are aligned to your business, or perhaps already fans of your brand, can give new products the best chance of getting a head start on positive word of mouth.
Give It The Media Treatment
If you’re looking to create a successful launch campaign for your product, then it would be a mistake to not have video production play a role in it. When it comes to direct messaging, media is always stronger than text alone, and video, in particular, has a heightened ability to quickly grab the attention of the audience and tell a story. Work out what the story of your product is, who it is targeted at what problem it solves, or what lifestyle it helps them achieve, and use the power of video to truly drive it home.
Work With Stores
If you’re supplying directly to stores, then you should work with them on things like strategic product placement. Having your product put in high-traffic areas or using stand-alone displays can help you give them the extra boost of visibility they need to really make an impact on your customers.
In Conclusion
Depending on the industry and audience, it’s not always easy to create want for your product. However, with the tips above, you can do as much as you can to guide its journey into the hands of your customers.
