With so many newly released products and services constantly being announced, it can be difficult for companies to get the attention of consumers when they bring something new to market. Many marketers rely on traditional ad campaigns for launches. In the digital age, however, there are countless ways to garner attention for a new offering. What’s the best way to help it stand out from the rest?
We asked members of Forbes Agency Council to tell us about creative ways a company can showcase a new product or service being launched. See 15 of their best suggestions below to find out how to make sure new offerings make a splash in the market.
1. Challenge The Current Status Quo
A creative way to showcase a product or service your company is launching is by differentiating from tradition. Take on an expansive view of your customers’ current lives, how they are interacting with the service and how they will benefit from it. Challenge the current status quo to appeal to a new audience and reinvigorate your current base. – Sarah Tourville, Media Frenzy Global
2.Preview It With Your Customer Advisory Board
Your customer advisory board likely provided the impetus for creating it and may have even helped to test it with you. They may have some insights and ideas for how to best communicate its value and reach other prospects as well. – Eyal Danon, Ignite Advisory Group
3. Push The Envelope With Video
Video is the powerhouse. Make it short, original, humorous and authentic. The best content is produced when one is willing to push the envelope. For example, let’s say you have a new line of shoes. Instead of hiring models, hire the best long-legged poodles or labradoodles with colored fur, do a photoshoot and create a video. – Ally Spinu, USA Link System
4. Tell A Compelling Story
For a new product or service launch, companies should create an engaging piece of content that tells the story of the product or service. Explain why you created it and how it will make the potential customer’s life better, easier, etc. There is so much competition for attention in the market right now, so products and services that tell a story stand out. – Aliza Freud, SheSpeaks, Inc.
5. Run Targeted Ad Campaigns Across Social Media
One creative way to showcase a product or service your company is launching is by getting ahead with your digital marketing efforts by running paid content distribution across social media. Paying to get in front of your target audience by leveraging targeted social media advertising campaigns will create the meaningful awareness needed for a successful launch. – Jonathan Durante, Expandify Marketing Inc.
6. Tie It To An Event
If there is a local or national event happening, your company can help support it with a new product or service. This naturally shows the benefits of your new service, but also cross-promotes the event where your product or service will be in action. – Jessica Hawthorne-Castro, Hawthorne LLC
7. Tap Into Existing Viral Conversations
Tap into existing high-profile, highly viral conversations to promote your product or service. If you are promoting a virtual event service, identify popular, real-world examples that you can use to promote yourself. For example, you could repost a Twitter post of Britain’s Got Talent going virtual and suggest that, if they can do it, so can you! – Mike Boogaard, MOI Global
8. Try TikTok If Your Audience Is There
This advice is not for every business, and it’s definitely not for B2B, but if you’re working with your customers directly, have you considered TikTok? With a little creativity and a pinch of humor, you have all the chances of reaching a pretty big chunk of your audience, if not going viral. – Solomon Thimothy, OneIMS
9. Plan A Multi-Touch Campaign
Depending on the magnitude of the product or service, a multi-touch campaign is powerful. Think email, social and direct mail to your existing clients. – Michael McFadden, eAccountable
10. Perform A Live Case Study
A creative way to stand out is to perform a live case study prior to your launch. Customers love to see the proven value before buying a product or service. Using the opportunity as an educational resource will also help spread the news through word of mouth and social media. – Jonas Muthoni, Deviate Agency
11. Host A Virtual Press Conference
New products or services can be launched with a number of creative initiatives, including press releases, videos, short videos for social sharing, digital marketing and direct mailers. Virtual press conferences and promotions help to make it a true “event.” It can be cost-effectively achieved and still keep true to some major tech consumer launches, such as Apple’s. Have fun with it and celebrate it. – Ilissa Miller, IMiller Public Relations
12. Create An Interactive Digital Experience
Create an interactive digital experience to walk someone through your solution. This may be dynamic images with mouse-over information boxes, quizzes, product configurators or chatbots. Webinars provide another great way to engage with prospects through in-session surveys and Q&A. These tactics provide a richer and more memorable experience for prospects as well as opportunities for you to gain market feedback. – Wendy Covey, TREW Marketing
13. Collaborate With Influencers
Collaborating with influencers can be a very effective way of showcasing a recently launched product or service. Having these creators try your offerings early on and sharing with their communities what they really think about it will not only raise awareness directly with your target audience, but also offer them a relatable and trustworthy opinion that can move the needle for you. – Emilie Tabor, IMA – Influencer Marketing Agency
14. Collect Testimonials
Testimonials are a great way to showcase what your company is capable of. The main reason for this is that, when you are sharing what is possible, you will see many new people interested in the products and services that you are offering. – Jon James, Ignited Results
15. Send A Creative PR Package Via Mail
With the digital era that we live in, sending a package via mail definitely holds its weight and cuts through—especially when dealing with the press. Sending a creative PR pack to prospective clients or journalists through the mail, rather than simply emailing them a link to your website and attaching a press release, will put you above the rest. – Adrian Falk, Believe Advertising & PR
