You know every detail of your product. You have authority from the essential features to tiny little pieces. While considering the details, you work a lot and contemplate optimizing to create the best version of your outcome.

However; How can you be sure that your customer will comprise your product as quickly as you? How will you promote your product? Do you ensure continuity of your selling will increase after launching the product?

To increase the sustainability, reliability, and demand rate of buying, all you need is a professionally designed, powerful, and effective product launch campaign. Knowing and applying all the launching steps and the right marketing strategy will boost your product and enable you to do a lucrative business.

Let’s look at general information and the stages in detail!

What is a Product Launch Campaign?

A product launch campaign is the beginning of your product’s journey. The initial creation steps you product is seen in the market, spoken about, and demanded by the people.

The product launch campaign sets the ground for your product’s healthy selling. It’s a planned exertion of leading a new development to market. The fundamental aim is to ensure that everyone, your partners, and your target customers are aware of your new product.

Why Prepare a Product Launch Campaign?

There are several reasons to prepare a product launch plan. Still, one of the main reasons is that the product launch campaign enables customers to adopt the new product from the beginning of your launch and establish a healthy bond of trust

You need a communication process that will increase the supply and demand ratio.

The product launch marketing campaign helps both the employees in your company and the target buyers to stay connected with the product you will launch. 

Product Launch Campaign Steps


Pre-launch marketing is essential to building your community, your brand, and your marketing plan.

Pre-launch is the initial step for you to solve the problems about your product. Some people in your team or company get to know the product. You should analyze how the product is received among the identified people.

Before introducing the product to everyone, you need to ask lots of questions. Your product should create an expectation and excitement in the customer’s mind. By considering the answers and reactions, you should improve your product and make it suitable to develop its best version.

How to create the product pre-launch step in the most efficient way?

There are several options you can do to make a brilliant pre-launch campaign. You should analyze and determine some strategies to successfully maintain your pre-launch.

1. Promotional Materials

You need to collect some promotional materials to write about you and your new product. Good marketing with the details of your company and high-quality content increases your chances to gain publicity. You can include;

  • Strong company background
  • Information related to your team that tells about their current roles in the company and fields of expertise
  • Explanation of what makes it different from the competition
  • Product images and key features
  • Brand logo
  • Valuable content
2. Coming Soon Page
product launch campaign

Setting up a good coming soon landing page is one of the key things you can use to get your pre-launch process off the ground.

Marketing doesn’t start when you launch your product, it starts long before you ever get to your first sale. It starts with a good coming page as a pre-launch marketing strategy.

3. Early Access and Waitlist

The call-to-action to “get early access” or “join the waitlist” add value to your launch and a sense of urgency to your audience, particularly for early adopters. 

Making the customer feel special is a beneficial technique for a successful pre-launch. You can provide access to the product’s beta version by choosing a limited group of people from the target customers you want to advertise the product and giving them the privilege to use it without anyone else. 

4. Communities

Whom will you trust to spread your product? Partners for your product’s journey will decide many details about the future of it; the selling rates, recognitional level, authenticity, etc. 

You can create communities, forums, third-party marketplaces, etc. for this purpose.

5. Checklist

Preparing a checklist will be helpful to maintain the process with the highest concentration.

Managing the pre-launch period, which is a comprehensive process, is also very important to fulfill these steps. That’s why we ensure that the whole team stays up to date and everything goes well, with different advertisements and a regular checklist table to monitor that all steps are working correctly.

6. Media Outreach

How people will talk about your product is the most significant thing for you and your product. Throughout the launching campaign, you are trying hard to optimize your product in the customer’s eyes. Your media outreach strategy will be a personal impact on your product’s advertisement. 

So, you need to simply put your story in front of people who have a platform to tell it to your target audience. It is the best way to brand yourself. In fact, the goal of media outreach is to earn coverage which in turn can support your product launch campaign to go another level.

This can be done through interviews, YouTube videos, or podcasts.

7. Placement

Knowing how to market your product to meet your target buyers is a vital pre-launch process. What mediums are your target buyers using to research a product? Where you will meet your product with your target customers? You should decide where to advertise after the medium options you have determined.

Social media, web blogs, Youtube, traditional channels are some of the best options to reach your target customers.


The launch is the time when all those people will meet your product. Every pre-launch step will be shaping your launching. You run for visibility during your pre-launch process. In this period, which is shorter than the pre-launch process, you will see how your effort is welcomed.

How to create the product launch step in the most efficient way?

1. The path decides the quality

In the pre-launch step, you consider the proper channels by which you will launch your product. “The more channels or mediums I prefer, the more of my product I will deliver to people” harms the development and undermines the marketing process.

Delivering it to the designated recipients through a particular channel helps you pass the launching process most effectively. Thus, you will once again show both the quality and reliability of the product.

2. This is the most crucial moment for you

You can organize this critical moment to create the same feeling in everyone. Even if you do not hold a live event, you can arouse excitement with video content, webinar, or live question-and-answer organizations on social media. Show everyone again that the product you introduced during the pre-launch period and got people talking about is fascinating.

3. Sisters and brothers come first

It would be best if you never forgot the importance of your team. Mainly during the launch period, you can produce new solutions with the follow-up and suggestions of the sales team and keep the whole situation under control, which aims to provide you with an even more effective launch campaign process and achieve your goals.


Post-launch, the last stage of the whole process refers to the stage after launching the product. It is the most critical step where you collect your data and keep your eyes open to ensure the continuity of the product. Your product still needs to be sustained and evolved with the help of the customer feedback and data you get. 

How to create the product post-launch step in the most efficient way?

1. Consistency

You reached people and got an interest in your product. Now you should focus on whether they will still be content with your product and how many new people are demanding your product. Make sure about your customers’ welfare about your product.

2. Check your data

Not only your marketing activities but also your customer’s experience data is critical for you. Follow the recent data and be aware of your customer’s activities. Check the customers who merely tried the free trial or look at the acquisition and adaptation rates of the customers.

3. Enhance your audience

You can send them nurturing emails, give extra days for free trials, meet them with product-focused meetings like webinars or online live conferences so that you will protect your customers and ensure that old customers influence new customers, and your strategy leads to newcomers.


The product launch campaign is a requirement, not an option.

To preserve and encourage your product’s unique effect on the business, the fundamental source which will protect and increase your product’s quality and selling rate is a well-designed product launch campaign. Making a product launch campaign for your product will get you several steps ahead.

Cover image credit to Bahareh Okhravi

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