In the excitement of getting a new product ready and having it reach the consumer, you have speeded up the process from investment to production to selling. However, you do not get the results you expect. After all that hard work and investment of time, resources, and money, your product falls flat. What do you think could have gone wrong? You missed out on the marketing, on the product launch buzz. Yes, a product launch buzz is that important. Let us focus on a few methods to create a buzz for your product launch.

1.  Focus on your customer and not your product

The features of your product are available to the consumer in the product literature and online. What would interest the consumer? Talk about how the product can affect the consumer and his lifestyle. Convey the utility and value that the product will add to their life. Do not emphasize on the product and why it is better. People are more accepting of things that make them feel better and not of products that are ‘pushed’ at them.

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2.  Present a problem and the solution

Demonstrate how the novelty of the product can make life easier for the consumer. Begin by presenting a problem. Build curiosity around the product. Use the medium of social media, TV, and paper for this purpose. Start out by asking questions like “Are you fed up with……….?” Are you tired of …………..? After a while follow it up with “Would it not be great if you could …………?” This will generate curiosity. And start the buzz going.

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3.  Get influential powers on board early

Months before the actual product launch get influential bloggers to begin talking about your product and what it possibly could do. Thus you establish the presence of your product in the digital world. Alternatively, you can make your product available to bloggers in exchange for reviews and feedback. The more that is written about your product the more interest you will be able to generate about your product. Be Different.

Offer something your competitors have never offered before. Be creative and bold in your approach. Have the aim of creating a product which will delight the consumer. Catching the interest of the consumer is of prime importance. Once that is done, sustaining the interest is a challenge. The product and the product launch have to have the x-factor in them.

4.  Create an event for your product launch

Don’t let it be just another activity. Make an impact. Get people to sit up and take notice of your product. You can achieve this with the help of an event. Create an exciting event around your product launch. Book any of the interesting event venues in Mumbai, get influential people to participate, throw in great music, and generate enough curiosity to get the buzz started.

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5.  Take Pre- Orders

If you are an established business and people are aware of your products it would benefit you to take pre-orders. This is true for much-loved products like mobile phones, electronic gadgets and beauty products. Your consumers already love you; why not offer them the chance of being the first ones to get their hands on your product? Eager customers are lining up to buy your product before launch day generates good enthusiasm that will surely create buzz.

6.  Keep them in suspense

Draw out the suspense about your product as much as you can. Advertise in segments. Drop little hints about how the product can change one’s lifestyle or a way of doing things. Do not reveal exact details of the product. Create curiosity. Let your consumers anticipate. Keep them guessing.

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7.  Create a website or landing page for your product

Promote your product online. Get people to register for a sneak preview of your product with their email address. This will create a database for you to target with your marketing plans. Seek visit to your social page and shares with mailers sent to these email addresses.

8.  Create and share Videos

Create an interesting video around your product; one that draws attention and creates anticipation. Share the video on social media channels and optimize it for relevant keywords. Videos are a very engaging tool and therefore should be used creatively.

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9.  Promote Pins

Create a teaser image for Pinterest and promote it with a creative tag line. Pictures convey a lot without using words. Again do not reveal details. Just pique the curiosity of people. Do this activity over a period of few months leading up to the product launch. You 'll have followers anticipating the launch and repinning your pins.

10.  Facebook

The best place to generate a buzz online is on Facebook. With more than a billion users, Facebook offers numerous opportunities in the form of ads, campaigns, contests and segments to engage users and spread the word. Create ads with catchy headlines, run creative campaigns that encourage people to participate, hold contests and give away prizes. Facebook facilitates the process of targeting and reaching out to the right consumers. Take advantage of this feature and create the perfect promo for your product.

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11.  LinkedIn

LinkedIn is another great tool to spread the word. Do some good content marketing and promote it so that it is visible to all even those who are not connected to you.

12.  Twitter

Another great social media tool with the far reaching ability is Twitter. You can create a brief and interesting tweet and promote it on Twitter, once again targeting your niche audience. Your tweet could contain text, image or video. This again is a great way to engage people and start the buzz going for your product launch.

13.  Press Releases

It would be a good idea to get a professional press release done and send it out to a few media houses. You may want to hold certain key information of the product back just enough to generate curiosity. Grant interviews but hold on to the key aspects. Your product will get free publicity and get the buzz going.

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14.  Brag a bit

Bragging about your milestones is all right. If your pre-order crosses certain milestones, promote it on social media. Let your consumers know. Continue the build up as it goes. Tweet and post regularly to share your product’s milestones and build the buzz.

              There are many more ways to promote and create a buzz for your product launch as long as you give free reign to your creativity. The bottom line is to build a relationship with your audience. Plan your product launch accordingly. And you should be well on your way to achieving a successful product launch!