Launching new products and services in today’s global marketplace is a challenging endeavor. If what you are offering is exotic and unique, there may be a buzz around you long before you make your first sale, but if you are offering is merely a new take on existing products or services in an already crowded area, you’ll need to create your own buzz in order to stand out from the crowd. Here are some things you can do to create that buzz.
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Be interesting or eccentric or both
Think about some of the most successful designers or executives you know. Many of them have strong personalities and a wealth of unique characteristics that make them memorable. These days, consumers are just as likely to make a purchase based on the people behind the company as they are to buy based on their products or services, so you should do your best to take advantage of this.
Make yourself available to the press and establish a strong presence on social media as someone who says interesting and witty things that shake up the status quo. If you can establish yourself as a thought leader on topics related to your products and services, people will be intrigued to know what you have to offer when you get around to the actual launch.
Get the locals on board
With a significant number of prospective customers including a city or postal code in their search query, it’s important to optimize your site to take advantage of this by using a service that can deliver localized SEO. If you are based in Fort Worth, for example, optimizing your website for Fort Worth SEO will help you rank higher for queries that include that geographic modifier.
Stage a publicity stunt
From a book by a best-selling author that self-destructs after 24 hours to a giant see-through water tank filled with fake printer ink and members of the U.S. National Synchronized Swimming Team in the middle of Times Square, spectacular publicity stunts have long been a great way to create buzz. However, you don’t need to spend millions of dollars to achieve the same results as those outlandish stunts. A cleverly-worded sign being carried through a popular destination or a local teaser campaign where a billboard changes on a daily basis can be all you need to get people talking and speculating about your product or service.
Find a celebrity endorser
If your company produces fashionable clothing or the latest tech gadgets, it will be easy to catch the attention of celebrities, but whatever it is you do, you should be able to find someone suitable to endorse it so long as you look long enough and hard enough. Just make sure you present the opportunity in a way that appeals to the personal tastes of your target celebrity.
This is one time when the one size fits all approach simply won’t work. If the celebrity feels they are just one of many names on a list, there is little incentive for them to get involved. If they feel you sought them out because you know they are the one person who can truly appreciate what it is you have to offer, they will be much more inclined to get onboard.
While the best possible result is that your celebrity endorser turns up at your launch party or is seen holding your product the next time they make a public appearance, you should never expect anything in return. In the absence of any kind of formal arrangement, you are simply offering a gift.