There is nothing more exciting than planning launch campaigns for new products. The buzz, build up and suspense are very exciting and it’s always fantastic to witness different opinions, user interaction and reviews from the press and consumers alike. But how can you help your product launch stand out in a cramped, competitive environment? Is it enough just to have a fabulous new shoe brand or a stylish clothing line, or do you need to go above and beyond to capture an audience in the first instance and even more effort to create a loyal brand connection? The simple answer is yes.
Brands aren’t born brands. In fact it is regularly underestimated how long it takes to establish a heritage brand that exists as an extension to a consumer’s life – a product perhaps that someone feels they cannot live without. Even then what goes into creating a brand is one of businesses greatest mysteries. Is there a particular blueprint that you can follow that will guide the evolution of your company, no, but there are many comparisons that you can learn from which will help shape your own brand journey.
Your products identity will change over time and many variations, challenges and questions will need to be addressed before any roots can firmly be planted. The key to any successful brand is to foster an open link for consumers to create an emotional attachment in their own way and thus to physically feel linked to that particular element. This may be a favourite brand of cereal, luxury hand soap or a TV channel – each of us has a connection that has resulted from a physical interaction and accessibility to that particular brand. You can assist your audience to understand these brand attributes by launching immersive experiences that allow consumers to feel the tangible benefits of a successful brand relationship.
Perhaps you are considering launching a new type of organic protein ice cream? The word protein is not necessarily associated with dessert and the medicinal description may discourage consumers to understand the true benefits. Why not create a pop up ice cream bar in a busy area and allow passers by to taste how amazing this product is? Couple this with a physical communication design by choosing a backdrop that includes key brand information, facts and figures and opportunities for customers to really respect and fall in love with the concept.
For the hospitality industries, especially international venues, it is crucial to create a real sense of what your property is like, from the different scents associated to the location, cultural highlights and the interior décor itself. As consumers we love to eat at a destination venue and it is crucial to understand what’s on offer. Serve this food at your product launch and add authenticity to your experience, as well as exciting visuals and materials that are closer linked to each property. This will ensure your clients have a true understanding of what they are buying in to which will also help with customer service and expectations.
Using technology within the retail environment is massively encouraged, not only to keep up to date on a global scale, but also to map trends, opinions and sales patterns. Explore the use of platforms such as iBeacon to tap into consumer engagement and tailor content responses accordingly. These types of technology will really optimise sales opportunities and tailored consumer marketing.
Above all create an environment that allows your guests to understand the history and fundamental make up of your product. Encourage consumers to test, touch and play with the product, to learn and discover their own connection in their own way. Brand loyalty takes time and this isn’t achieved over night. Be patient, have conviction and be ready to take constructive criticism – always react and don’t be afraid to adapt accordingly.