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DIGITAL PRODUCT LAUNCHES
Now virtual events present their own set of advantages, disadvantages, & obstacles. Here are the three key elements to deploy a successful virtual launch.
So we’re three months deep into 2021 and have all attended at least one digital event. Be it a tradeshow, webinar, seminar, or product launch the digital aspect of events has become the new standard. While virtual events started out of necessity, we are fairly sure they’re here to stay, in part due to ROI and accessibility.
Companies have found that by going virtual their event is accessible to an entirely new audience. Virtual events allow for a wider audience reach, space isn’t limited to the confines of a space, travel costs don’t exist and attendees are more engaged. What does this mean? The virtual outlet allows for higher attendance and more participation, resulting in lower costs for more people and a higher ROI. Who doesn’t love a higher ROI??!?!
Now virtual events, in specific product launches present their own set of advantages, disadvantages, and obstacles. We’ve done the leg work and honed in on what we feel are the three key marketing elements to help deploy a successful virtual product launch.
3 Key Marketing Elements to a successful virtual product launch
1- Deliver valuable content pre-launch:
A build-up of hype long before your product becomes available is key. At least 30 days prior to the launch leverage your social media presence by posting daily content relevant to the product, launch, brand, etc. Plant some seeds to build anticipation. Take advantage of boosting posts, engaging social media influencers, sending out pre-launch teaser promo kits…consistent, unique, and relevant content will capture the audience.
2-Create reusable marketing:
It is important to keep in mind that when creating content, you’re creating long-term assets. Be it launch videos, welcome email automation, mailers, etc… design and plan to use the content long term. This means incorporating hot and now trends into a well-built strategy, allowing for growth and additions down the line. Think of it as building the foundation for your marketing program, a solid foundation allows for more creative additions down the road. Asset CONSISTENCY IS KEY and there is no sense in re-creating the wheel, right?
3-Leverage the power of promo:
Promotional items are the unique, useful, enticing giveaways and support items that allow your customers to make an emotional connection to your brand. As one of the only forms of advertising that allows consumers to interact with a brand on a physical level, promotional products create a more memorable brand experience. In the time of social distancing and separation, consumers are craving a physical interaction. Give them the full product experience with a kit filled with launch products and branded promotional support products to take a virtual launch to the next level. Let’s face it 88% of promotional product recipients remember the name and advertiser on the products and 85% of recipients do business with the advertiser on the product.
Keep in mind that when in doubt TRIED AND TRUE WORKS. Interactive mailer pieces such as digital brochures or pop-up flyers create excitement and a personal connection with the audience. Consider creating a 3-D invite, be it a bouquet of flowers, or a model of the new piece of equipment your company is launching. This ensures visibility of your product, event information, and a coveted place on the desk of the consumer. Did you know that six in 10 consumers will keep promotional products for up to two years?
Don’t ever miss the opportunity to make a lasting impression and huge statement with exciting promo items! In 2021 and beyond, virtual events will continue to be a popular route to engage with a broad set of customers as companies see the many benefits of online events.