With moving deadlines and limited resources, it's easy to become overwhelmed by the task of releasing a new product. Often times products are released without a marketing plan in place.
A marketing campaign that touches your customers before your release can help to increase anticipation. By building expectations and engaging a buyer during the entire launch cycle, you can increase the chances your contacts will be excited and ready to make a purchasing decision when the product is released.
Below is an example of how you can use Drip Marketing to nurture your leads, controlling the flow of information and producing a successful launch.
Stage 1: Email Send Day: 20 days before launch Send List: Whole database Marketing Purpose: New Product Teaser What to Include: Entice clients with an exclusive offer or a glimpse of the new product/service
Stage 2: Postcard Send Day: 10 days before launch Send List: Those who didn’t open the first email campaign Marketing Purpose: Direct Mail Teaser What to Include: An exclusive offer that directs recipients to a landing page with more information
Stage 3: Email Send Day: 1 day before the launch Send List: Whole database Marketing Purpose: New Product Teaser 2 What to Include: Inform by offereing pre-release specials. Answer any questions received from the first email and demonstrate the benefits.
Stage 4: Email Send Day: Anchor Date Send List: Whole database Marketing Purpose: New Product Announcement What to Include: Detailed product information and spec sheets. Coordinate with the rest of your marketing materials (i.e. website)
Stage 5: Postcard Send Day: 3 days after launch Send List: Non-Trials Marketing Purpose: Follow up to Non-Trials What to Include: Introduce an exclusive new promotion or a limited time offer
Stage 6: Call List Action Day: 3 days after launch Call List: New Trial Contacts
Stage 7: Call List Action Day: 5 days after launch Call List: Interested without trials
Stage 8: Email Send Day: 15 days after Send List: Product users and free trials Marketing Purpose: New Product Follow Up Announcement What to Include: A survey about the product, additional information
Have you used Drip Marketing to roll out a product launch? What was successful for you??