How to Build Hype for a New Product Launch?

The iPad sold 300,000+ WiFi-only units on launch day. Within three days, the iPhone 4 sold 1.7 million units, that's a big number. The iPhone 3G sold over a million units on its launch weekend.

Clearly, Steve Jobs knows how to launch a product for maximum sales.

You might even wonder if you can capture a bit of his magic to kickstart your own promotions.

And I believe you can do this when you follow the 9 steps below to create hype before the launch.

Step 1: Identify Your Market Segment To Launch The Product

Step 2: Put The Focus On The People, Not The Product Before Launching

Step 3: Work Backwards For The Launch

Step 4: Be Revolutionary In Launching

Step 5: Start Testing Your Product Before Launch

Step 6: Turn Your Product Launch Into An Event

Step 7: Blog About Launching Your Product

Step 8: Take Pre-Orders After & Before Launching

Step 9: Tease Your Audience With Launch Videos

Step 1: Identify Your Market Segment To Launch The Product

First, figure out who will be using your new product. This isn’t the same as identifying the target audience of your brand.

Sure, you already know who your customers are, but will all of your customers be using your new product?

Step 2: Put the Focus on the People, Not the Product Before Launching

Rarely do you hear Steve Jobs talking about the various features of Apple products.

Standing on stage, he doesn’t push the speed of the iPhone’s processor or the screen resolution, for example.

He knows most people don’t care, and the ones who do can easily find that information on Apple’s website or product literature.

Instead, he goes out of his way to emphasise how the product affects you.

He talks about how annoying it is to carry both a phone and an MP3 player and how, with an iPhone, you’re condensing them down to one easy-to-carry device.

Step 3: Work Backward For The Launch

Think about your end game, and start there. It’s an interesting strategy, but it helps everyone on your team get on the same page.

It’s always a great idea to follow the advice of successful companies. Jeff Bezos, the founder of Amazon, says his business employs this strategy for new product launches.

Step 4: Be Revolutionary In Your Launching

When Steve Jobs takes the stage, the whole world watches. It’s not just because Apple is a huge company.

It’s not just because there are billions of dollars on the line. It’s not just because Steve is a great speaker.

It’s because they know Apple isn’t afraid to change the world. Their products aren’t incremental advances; they are revolutions.

Step 5: Start Testing Your Product Before Launch

Your new product needs to be tested constantly. It doesn’t matter what it is or what kind of industry you’re in—testing early will improve the final performance.

This statement holds true for both physical products as well as intangible products, such as software.

Step 6: Turn Your Product Launch into an Event

When Apple launches a new product, you don’t see some PR lackey trundling out onto the stage to read a press release.

They stage an entire event around it, going so far as to even close their online store, so that everyone knows something important is happening and they need to pay attention.

Step 7: Blog About Launching Your Product

Blogging has exceptional benefits for businesses, including promoting a new product.

Take advantage of your existing blog.

Find ways to talk about your new product without sounding too salesy. Your audience knows you’re biased, so you can acknowledge that.

Recommended: Why you should start blogging?

Further reading: How to start blog from scratch?

Step 8: Take Pre-Orders After & Before Launching

This is probably one of the most overlooked launch strategies out there.

Every company that’s been around for a while has a set of customers who will buy anything they release.

As soon as you announce the product, they’ll be lining up in droves, eager to get their hands on the first units to be released.

Step 9: Tease your Audience With Launch Videos

Sometimes the best way to build hype is to be mysterious. Don’t give it all away in your first promotional campaign.

People are curious by nature. If you tell them everything they need to know right away, they don’t have a reason to follow up to get more information.

But if you use teaser promos, it will stimulate their curiosity.


Don’t wait until your product is released to start marketing it. Start building hype in the early stages, even when the product is still being developed.

Segment the market within your overall target audience. Test your product, and blog about it.

You can use teaser videos to pique your customers’ curiosity.

About Anish Kokani

Anish Kokani

I'm passionate about helping people grow their Businesses in terms of Sales, Revenue and Traffic using Traditional as well as Digital Marketing. Till today, I've helped several businesses grow at the rate of 300% and much more.

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