Product Launch Marketing Plan: The Power Of Free Pre-Launch Offers

A product launch is supposed to be an exciting event, but if you do nothing until the product actually goes live on the launch day, you will likely to create chaos. Many things can go wrong no matter how carefully you prepared in advance yourself, such as your landing page, payment gateway and the product itself. The last thing you want to receive is a series of complaints from your new customers and too many negative reviews from experienced users.

Wise creators make a good product launch marketing plan well in advance and start a pre-launch campaign. Preparation at the pre-launch stage is what makes the difference. It is in order to avoid confusion and a waste of time but to get positive support and most importantly, to make sure they generate the maximum amount of revenue.

Building Hype Before the Launch

Before your product officially hits the market, you want to create some excitement around it. Giving away free products is a smart way to do this, but it needs to be done in a way that makes sense and adds value to the overall launch strategy. You’re not just handing out freebies; you’re creating a sense of anticipation.

Think about these methods:

• Teasers and sneak peeks: Send out small samples or a portion of the product to a select group of people. This could be a miniature version, a trial-sized product, or even just a key feature of the full product. The idea is to give people just enough to make them curious about the full version.
• Exclusive early access: Offer the product to a limited number of people before the official launch. These could be long-time customers, loyal followers, or even employees. This group will likely spread the word, adding to the anticipation.
• Collaborations with complementary brands: Partner with another brand to offer a bundled giveaway. This way, both brands benefit from exposure, and customers get a taste of what’s coming, which builds excitement across both customer bases.

These pre-launch activities serve to create a buzz around your product, making people eager to see what’s coming next.

Choosing What to Give Away

When it comes to deciding what to give away, you want to think strategically. The product or item should be something that represents the new launch well, but it doesn’t have to be the full product. Instead, consider items that are related or can be used as a teaser for the actual launch.

Consider these options:

• Branded merchandise: Offer items like T-shirts, hats, or tote bags with your product’s logo or a catchy slogan related to the launch. These are useful, visible items that people will likely use, helping to spread the word about your new product.
• Complementary products: If your new product works well with an existing one, consider giving away the complementary product. For instance, if you’re launching a new flavor of a popular snack, give away a small pack of the original flavor along with a coupon for the new one.
• Discount codes for pre-orders: Instead of giving away the product itself, offer discount codes for those who pre-order. This not only encourages early sales but also creates a sense of exclusivity for those who get in on the deal early.

These giveaways should be enticing enough to get people interested but not so costly that they cut into your profit margins. The goal is to build awareness and drive demand.

Timing the Pre-Launch Giveaways

Timing is everything when it comes to pre-launch giveaways. You don’t want to give away too much too early, but you also don’t want to wait so long that there’s not enough time to build anticipation. Finding the right timing is key to maximizing the impact of your giveaways.

Think about these timelines:

• A month before the launch: Start with a teaser campaign, offering small giveaways or sneak peeks. This gives you time to gauge interest and make some good adjustments before the full launch.
• Two weeks before the launch: Ramp up your efforts by offering more substantial giveaways, such as larger samples or early access to the product. This is when you really want to build excitement and get people talking about the upcoming launch.
• The week of the launch: Offer last-minute incentives, like free shipping or an extra gift with purchase, for those who commit to buying during the launch week. This encourages quick action and helps drive those initial sales.

By carefully timing your giveaways, you can create a steady build-up of excitement that peaks at just the right moment.

Measuring the Impact of Your Giveaways

After the pre-launch activities are in full swing, it’s a good idea to keep an eye on how they’re performing. While you don’t need to get bogged down in too much data, a basic sense of what’s working and what’s not will help you fine-tune your approach as you move toward the launch.

Here are some things to watch for:

• Sign-ups and interest: Track how many people are signing up for your giveaways or requesting samples. A high level of interest indicates that your product is generating buzz and that your strategy is on the right track.
• Feedback from early users: Pay attention to what people are saying about the product if they’ve received a sample or early access. Are they excited? Are they sharing their experience with others? This feedback can give you insights into how the product will be received once it’s officially launched.
• Redemption rates for discount codes: If you’ve offered discount codes or pre-order incentives, keep an eye on how many people are using them. This can give you a good idea of how successful your pre-launch efforts have been in converting interest into sales.

Keeping tabs on these metrics helps ensure that your pre-launch giveaways are not just generating buzz but also translating into real, tangible interest in your new product.

Getting People to Share Their Experience

One of the best ways to maximize the impact of your pre-launch giveaways is to encourage people to share their experiences. Word of mouth is still one of the most powerful marketing tactics, and getting people to talk about your product before it even launches can create a snowball effect.

Consider these strategies:

• Referral incentives: Offer something extra for those who refer friends to participate in the pre-launch activities. Whether it’s an additional sample or a discount code, a small incentive can encourage people to spread the word.
• User-generated content: Encourage those who receive a pre-launch product to share their experience online. This could be through photos, videos, or even simple testimonials. Make it easy for them by providing hashtags or prompts that they can use in their posts.
• Contests or giveaways: Run a contest where those who share their experience have a chance to win something bigger, like the full product or a special bundle. This not only incentivizes sharing but also adds an element of fun and competition.

By getting people to share their experiences, you amplify the reach of your pre-launch activities and build a broader base of interest ahead of the official launch.

Creating Lasting Connections

Finally, while the main goal of a product launch is to drive sales, it’s also an opportunity to create lasting connections with your customers. The way you handle the pre-launch giveaways can set the tone for the ongoing relationship between your brand and your customers.

Think about these touches:

• Follow-up communication: After someone has received a pre-launch product, follow up with a thank-you note or a simple message asking for their feedback. This not only shows that you value their opinion but also keeps the line of communication open.
• VIP access: Consider offering those who participated in the pre-launch giveaways exclusive access to future products or special events. This makes them feel valued and encourages ongoing loyalty.
• Personal touches: Add personal touches to the giveaways, like a handwritten note or a small gift that’s relevant to the product. These small gestures can make a big impact and help create a positive, memorable experience for the customer.

Focus on building connections, and you’re not just launching a product; you’re laying the groundwork for long-term customer loyalty and satisfaction.