Launching a Product

Today we had a lecture about launching products and all the different methods you can go for. I never realised there was so many! 

Pre-launch its all about the planning, creating a message and finding out what tools and media to use.

With the launch you can either use tactics, an event or media. You can also use a range of all of these.

Then post-launch you want to keep the buzz going and review how successful the style of launch was.

Chris then went onto explaining each type of launch, I'm not going to explain each one on here but I will talk about the ones I'm thinking of using in my fragrance essay and also mention any current campaigns I've noticed and pick which style they've gone for.

• dripping tap - a controlled reveal over time.
• lockdown - enforce a strict embargo on all outbound communications until launch.
• ripples - empower key influences to tell your story.
• grass roots - create groundswell from existing fans before opening to a broader market.
• riddle - create an elaborate experience across a range of platforms where they have to solve problems to reveal the product.
• betamode - give early access in order to gain feedback
• stampede - create the impression of excess demand by restricting supply.
• shockwave - court controversy in order to generate headlines.
• sampling - enable customers to experience or try the product for free.
• keynote - live event with key influences to reveal the product.
• fanfare - a big bang launch.
• survey - ask what they want and give it to them.
• domination - dominate a specific platform.
• star prize - offer a once in a life time opportunity.
• alienation - launch in an alien environment.
• coat tails - exploit positivity and work with the famous.
• snowball - start small and grow in it's own momentum (viral).
• playmate - collaborative partnership.
• movement - create a clarion call which people can rally behind.
• crowdfund - pay before launch.
• zeitgeist - capture the mood of the nation.
• bonfires - start lots of small fires.
• sabotage - go on the attack.
• stunt - create a publicity stunt.
• advertain - blur the lines between advertising and entertainment.

For my brand I believe it would be best to use a selection of sampling and playmate. I chose these because the product is quite new to the market so customers would feel the need to sample it before splashing out, also working with a brand/company that already has a similar customer base would work well together. I still need to research into some of these in further detail to decide what else I think would work with my fragrance brand.