4 Major Mistakes to Avoid in a Product Launch
A product launch isn’t as simple as anyone would like it to be. It’s about more than just releasing and hoping for the best – that approach often leads to failure, especially in a saturated digital marketplace where quality and accessibility are highly scrutinized. It’s all to easy for apps and tech tools to make a bad first impression and never recover.
To have a successful launch, you need to tackle the processes leading up to it with meticulous and strategic planning. To help you sidestep any fatal errors, we’ve outlined the four biggest mistakes you could make in a product launch:
1. Promising What You Can’t Deliver
From a marketing standpoint, announcing your product and its launch date is great for building excitement. However, there are a few ways this announcement could eventually work against you. In some instances, companies announce launch dates that they don’t actually adhere to. This is frustrating to customers in the digital age who are used to immediacy and easily grow tired of hearing that something is “coming soon.” In this case, hype and impatience are two very different sentiments. You’ll want to avoid the latter as much as possible. You can do so by delaying your launch date announcement until you’re close to the day. This way, you’ll have a better sense of how ready the product is. Plus, you can hold onto the excitement from the announcement if there’s little time in between for it to fade.
Another way this announcement could hurt your product’s success is if you promise features that you can’t actually deliver. In your launch, you want to establish trust with your customers, but failing to provide the results can tarnish your credibility. Instead, make sure you’re managing public perception and ensuring your product can live up to these expectations.
2. Not Having a Defined Market
Just as important as defining the purpose of your product is determining your target customers. Because this detail is key to your marketing strategy, you cannot launch a product without it. Determine your audience from the start by asking who will be using the product and how to best reach that demographic. You will also need to consider the size of the market, both in its current state and in its projected growth. These questions will guide you as you develop, launch and promote your product.
3. Not Taking Feedback
Your launch day shouldn’t be the first time someone uses your product. Pre-launch testing is essential to making sure you’re releasing something of good quality and usefulness. You’ll want to recruit pre-launch users who aren’t close to the project to give you important insight on how your product is received by others. Releasing a tech product, like an application, with a lot of glitches will give users a poor first impression, deterring future customers.
When fishing for feedback, make sure you’re also asking the right questions. The point of these tests shouldn’t just be to determine whether the product works, but how well it works and how easy it is to use. The more you ask, the better feedback you’ll get and the more effectively you can fix any issues before your launch.
4. Having Poor Internal Communication
It’s understandable that for a small portion of its life before launching, your product will live in obscurity from the rest of your company. There comes a point, though, when this secrecy is detrimental to its success. All teams within your company can be valuable in releasing this product, so it serves you to include them in the process.
This is why it’s also important to have thorough internal training on the product before its launched. With any tech product, there will be a learning curve, and you’ll want your colleagues to be able to effectively field customer service questions. That’s why ancillary team members should be more than well-versed in using your product, but you’re welcome to extend communications company-wide. That solidarity behind the launch can only strengthen it.