Article: New Product Rollout

 

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New Product Rollout

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.

[Email]
20 Days before launch

Marketing purpose: Product Z Teaser

What to include: Intrigue your clients by offering an exclusive offer or glimpse of the new product or service.

[Postcard]
10 Days before launch

Marketing purpose: Teaser Postcard

What to include: Send to those who didn't open the first email campaign.

[Email]
1 Day before the launch

Marketing purpose: Product Z Teaser 2

What to include: Involve and inform by offering pre-release specials. Be sure to answer any questions received from the first email and to demonstrate the benefits.

[Email]
Anchor Date

Marketing purpose: Product Z Announcement

What to include: Detailed product information and spec sheets. Coordinate with the rest of your marketing materials, such as your website.

[Postcard]
3 Days After

Marketing purpose: Follow Up to Non-Trials

What to include: Introduce a new promotion or a limited time offer.

[Call List]
3 Days After

Marketing purpose: Call to New Trial Contacts

What to include:

[Call List]
5 Days After

Marketing purpose: Call to Interested Without Trials

What to include:

[Email]
15 Days After

Marketing purpose: Product Z Follow Up Announcement

What to include: Offer tips and tricks, cross promote and include a customer satisfaction survey for product feedback.