How To Launch a Product Like Apple
|Tags:||Business development, marketing, product launch,|
Ever wondered how Steve Jobs was able to create such a buzz around the Apple product launches? It would be great to do for your own company and it’s not that hard either.
The one major part of an Apple launch is that they generally have a back story for every product or a reason for why this product was created.
Steve Jobs has an ability to see a problem and create a product that was sensational at solving it, the story of how the problem arises and how it needs to be dealt with is important for any product launch.
Be a Salesperson:
This means you need to talk about how the customer will benefit, it will mean you tell them about a problem that they don’t know about and show them how your product or service can greatly reduce the process and time consumption it has on your daily life.
The technical details are boring for the everyday user so keep that for the more tech orientated interviews or releases.
Be Different & Get Interest: Generating interest will probably be the hardest part, only if your product is average and ordinary. Being different means people get excited by the prospects of what is coming up they begin to make up fantasies and discuss in depth about all the possibilities.
A great example is the numerous amounts of leaked photos of an Apple product months before release. Get a blog going and describe features and get everyone hungry to see more, dropping a few press releases here and there will also help.
Be Materialistic: Look to produce something that will make people want to show your product or service off, so look to make the shiniest product or look to give the best service that makes people want to show everything off.
It may be considered a vanity aspect of business but nonetheless the likes of Apple, Bose, Bang & Olufsen can all charge a premium price because they deliver an exceptional product.
Theatre: Turn the whole build up to the launch/event a large masterpiece of brilliance, especially focusing on stretching the event out, making it memorable and action packed to get the audience and market salivating at what you are about to deliver.
(We advise that if you include this option, seriously put time and effort into the actual product as well, a Lean Startup should probably avoid this part until the final edition is ready).
Precision planning will be able to deliver a great launch, turning up with a sales pitch will not do, turn the pitch into a cinematic masterpiece and solve the people’s problems.
Future product launches will then be a simple task, bring up your past or at least remind people of it, this way intrigue and excitement will grow.
By: John Perrin