The Art of Product Launches

We’ve all been there – you work tirelessly for months (or even years!) on the most groundbreaking new product or release but as soon as users get their hands on it all hell breaks loose. There are so many stories of disastrous product launches but also quite a few successful ones! I’m not restricting this to pure product either – even a rebrand (Instagram for example!) can cause major ripples or surprises if you’ve not done your homework. And there also lies the question – are users always right when social media just makes us so reactive?

For example – Instagram’s logo rebrand controversy arose in 2016 when the platform replaced its beloved vintage camera icon with a minimalist, rainbow-gradient design. The change sparked backlash from users who felt the new logo was too generic and lacked the character and charm of the original. Critics argued that the rebrand was an unnecessary departure from Instagram’s identity, leading to widespread criticism on social media. Despite the initial negative reception, the new logo has since become widely recognised and associated with the brand’s modern visual style.

With all that being said for most companies launching a product is a critical milestone for any business, whether a start-up or an established company. The success of a product launch can significantly impact a company’s growth trajectory and brand reputation.

Success Stories

1. Nike’s Epic React Flyknit Launch In 2023, Nike introduced the Epic React Flyknit running shoe through an immersive campaign called “House of Go.” This multi-floor pop-up experience in Chicago included high-tech treadmills and animated avatars that reacted to users’ movements. The innovative approach not only attracted runners but also intrigued a broader audience, showcasing the importance of creative engagement in reaching new customers.
2. Under Armour’s #UnlikeAny Campaign Under Armour’s launch of its FW2017 collection featured a unique campaign highlighting atypical female athletes. By focusing on diversity and using poetry instead of conventional music, the brand resonated with a wider audience. This campaign reinforced the idea that a product launch can transcend the product itself and embody a broader social message.
3. KPOP Foods KPOP Foods’ debut on Kickstarter with their KPOP Sauce exemplified the power of building a community before a product launch. By engaging with potential customers early and using a compelling story, they successfully reached their funding goal in under eight hours. This underscores the value of pre-launch activities and community-building. 

Lessons Learned

1. Understand Your Target Market Identifying the target audience is crucial. As seen in successful launches, such as Nike’s, understanding the demographics, preferences, and behaviours of potential customers can shape the entire launch strategy. It’s essential to conduct thorough market research and competitor analysis to position the product effectively. An important point to note – as a founder or CEO you may not be the right person to really ‘get’ your market – this is especially true with the new generation of users who have a totally unique mindset about how products work and what will truly resonate with them in terms of social marketing and product positioning. Don’t only do your homework about the audience you think you’re trying to solve for but also really dig deep to find experts and influencers who are relevant, who ‘get it’ and will truly help you launch your product successfully.
2. Develop a Comprehensive Marketing Strategy A well-rounded marketing strategy should include multiple channels—digital marketing, social media, PR, and more. For instance, Under Armour’s use of social media and influencer marketing created a powerful narrative around their product. It’s vital to maintain excitement before, during, and after the launch.
3. Set Realistic Goals and Benchmarks Clear, measurable goals help in evaluating the success of a product launch. This includes tracking website traffic, sales numbers, and customer feedback. A focused approach, as practised by companies like RightPaw, ensures that efforts are not spread too thin and that the most critical aspects of the product are prioritised. Also measure sentiment – are people turned on or off by your campaigns?
4. Plan for Post-Launch Activities The launch day is just the beginning. Post-launch activities, including customer support, feedback collection, and product updates, are essential for maintaining momentum. This phase can help address any issues and ensure long-term success. Move QUICKLY if things backfire!

When things don’t quite go to plan!

1. Google Glass Launched with great fanfare, Google Glass faced a backlash due to privacy concerns over its built-in camera and a lack of a clear target audience. The product struggled to find a niche, highlighting the importance of thorough market research and understanding customer needs. It also demonstrated the critical role of privacy and ethical considerations in product design
2. Amazon Fire Phone Despite its innovative features like the “Firefly” button, the Fire Phone failed due to a lack of appealing design, insufficient apps, and an unclear value proposition. Amazon’s focus on promoting its own services over user needs led to poor sales and a quick discontinuation. The failure of the Fire Phone teaches that understanding and prioritising user needs are crucial for product success

Conclusion

The art of a successful product launch involves meticulous planning, creative marketing, and a deep understanding of the market. By learning from recent examples and applying these lessons, businesses can navigate the complexities of launching new products and set themselves up for success. For a more in-depth exploration of these strategies and case studies, visit The Product Manager and Creative Bloq.

To note – the pace of new product launches increases yearly. We’re constantly bombarded by many versions of the same thing. Your GTM strategy, those who are helping your social channels and your brand – these could all be key differentiators. So pay big attention here it will reap dividends. And know that you cannot know it all – surround yourself with people who are genuine expert tastemakers in the field. Like everything there is a often bit of intangible magic with successful products and you’ll need these people to help unlock that in terms of sales.