How to Promote a New Product on Your Ecommerce Site
Retailers frequently add new product lines, brands, or even seasonal items. When these fresh items are introduced, marketers call it a product launch. Product launches are important and frequent events in ecommerce marketing that may be managed with a promotional recipe, removing uncertainty and ensuring measurable results. This sort of marketing is common and, therefore, is best managed in a uniform way within each retailer.
This product launch recipe does not imply some lack of creativity. Rather, it suggests the marketing tactics that each of these events should include, allows for consistent and comparable data from launch to launch, and it makes it possible improve common resources like email lists.
A Common Thread
A good product launch recipe begins with a common strategic goal for each launch event. This should be a standard goal — or type of goals — for all new product or brand introductions. For example, a certain number of sales of the product, the acquisition of some number of new customers, or an increase in registrations associated with the launch would all be reasonable product launch goals.
If this goal is similar for each new product launch, these successive launches may be compared and contrasted, identifying the types of products that sell best so that future lines may be chosen based on past successes.
Common Measurement
While marketing measurement should evolve with new technologies, new data, and new channels, product launch marketing should include a set of common data points that may be charted and analyzed from campaign to campaign.
These common measurements can be used collectively to improve product launch marketing overall and individually to compare specific launch events.
Common Resources
Product launches should draw on a common set of resources like email lists, Facebook followers, or even pay-per-click advertising experience. In this way, each new launch both makes use of existing resources and helps to increase the quality and size of those resources.
Tactics Are the Ingredients
A cooking recipe seeks to make some known dish and a product marketing launch recipe should also seek to a common result, like the aforementioned goals.
Marketing tactics are the ingredients that make up the product launch recipe. When combined in a given way they should achieve the product launch goals. What follows is a particular product launch recipe that is currently in use. It can be modified to meet particular goals or situations.
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