So you’ve found the next great item to add to your store, and you’re confident it’ll be a success.
It’s got the features, appearance, and sturdiness to deliver that “aha!” moment. Your test demographic said it’s incredible, but how can you reach the legions of buyers you’re sure will cement its legacy?
Quite simply: There is an art to marketing new products. People won’t find out about new additions unless you have a strategy in place. In fact, your new products may get overshadowed by the range of your popular or existing products. To get them on your target audience’s radar, implementing some creative marketing strategies would be your best bet.
Here are five great ways to generate buzz and drive sales on new products.
Considering that 92% consumers trust recommendations more than any other type of marketing, it’s no surprise that store owners are continually choosing to work with influencers. They can add credibility and trustworthiness to your brand, especially when you are selling a new item.
To give an example, toy manufacturer Mattel made changes to its highly popular card game – UNO – by introducing four new cards. To generate buzz, its digital agency AMP helped Mattel create a social extension for its “Get Wild 4 UNO” campaign that would create engagement for the relaunched version.
The campaign included Twitter and Instagram influencers sharing what the new wild card could turn out to be. This resulted in user-generated content as fans pitched in with their theories. Mattel then sent the new UNO deck to relevant influencers and asked them to reveal the new cards, enabling a shared experience with the audience.
How can you replicate this?
Begin by jotting down a list of keyword that relates to your new item. Use a tool like Buzzsumo to find social media posts or articles that have been published about a similar subject. Develop a list of contacts and start reaching out to them. Thoroughly research the influencer, and then craft a compelling pitch to grab their attention.
When consumers want to know about the trendiest new gifts for their family/friends, they turn to trusted websites and magazines for their top recommendations. Several bloggers and editorials publish gift guides at different times of the year. These lists are often organized by category, such as “Gifts for Techies” or by price, such as “15 Gifts Under $15.”
You can send samples of your new products for listing in these guides. This can help boost sales during special occasions or holiday seasons. Google gift guides that cater to your target audience, and reach out to the magazine/blog owners or editors. Here are a few search suggestions:
“accepting submissions gift guide”
“accepting submissions gift guides for men”
“accepting submissions gift guides for women”
“get featured gift guide 2018”
“blogs that publish gift guides”
“e-commerce gift guides”
“your product + gift guide”
“your industry + gift guide”
It’s important to note that some site owners may require you to pay a listing fee to be featured in their gift guide. Usually, gift guides that enlist a price already rank high for search queries you’d like to be listed in, so they can help you get in front of new audiences.
Most online stores have a lot going on – sidebars, comments, etc. That means that consumers may end up missing specials (because they can’t see them). To make sure any offers don’t get lost in oblivion, place specials in a place where they’re easy to spot.
For instance, you can use the following tactics:
In addition, you can send out specials via email. We’ve offered more insight on how to use email in the point below.
Email is a fantastic tool to announce a new item your online store is going to sell. The benefit of this approach is that you get to create a “pre-launch buzz” before unveiling the actual item, which can get your potential customers as stoked as you are.
So, prepare an “exciting product on the way” or “watch out for this beauty” email that touches on the exciting aspects of your new items without giving away everything at once. You have the option to tie it with a custom Facebook hashtag that people can use to discuss what could be. Intrigue your audience with smart content, so they’re excited enough to check their emails regularly to know what you’ve got up your sleeve.
When the day arrives, get to the point! Let your audience know what exactly the product is. For instance: “XYZ Clothing Store is happy to announce new Summer dresses are available.” Be direct and simple in letting people know what is new.
Also, don’t just explain to recipients what your new product is, explain to them why it’s mandatory to buy. How will it change their lives for the better? Convey the value proposition, so people have no excuse to not click the buy now button.
If you’re looking to drive sales on new items, don’t ignore the ability of opt-in prompts – pop-ups that encourage visitors to sign up for your loyalty program, mailing list, or newsletter. Did you know that they’re also useful product announcements? Potential buyers who are on the fence about buying from your store may well be intrigued by a new addition.
You could also couple the announcement with a discount or a free sample.
Even if people decide against purchasing the item at that time, but do sign-up to know more, they’re still added to your database and may choose to return sometime later to complete the purchase.
When using an opt-in pop-up, test each element for maximum effectiveness. Consider the pop-up to be triggered by a product page so visitors see it just after checking out a particular product (which can be complementary or supplementary to the new offering). Test the position at which it displays on your e-commerce site, the phrasing of the text, and the flow that people are directed through the process.
Any marketplace is never static: it is fast changing and dynamic, and demand for items is continually shifting as wants, technology, and needs all evolve. However, it can be a struggle to convince people to try something new (it take almost two decades for microwave ovens gain consumer acceptance in Greece). The ultimate success of new products depends on how you market them. Try making them relevant to the needs they serve because…
… familiarity breeds interest.
I hope this post has given you a few ideas to think over. If you have any other marketing strategies worth sharing that you’ve found useful, feel free to share them in the comments section below.