When it comes to launching a new product, many OEMs and dealers focus on the big day itself—the moment the product officially hits the market. But Cade Jones, Marketing Strategist at Element Three, shares why this approach can miss the mark. Launching a product successfully is a three-phase process, requiring careful planning and sustained momentum both before and after launch. Here’s how a phased approach can drive better results and set your product up for long-term success.
Phase 1: Teaser Campaign
Objective:
- Build excitement for the product
- Warm up the audience for more content and campaigns
Key Metric:
- Reach
- Click-through rates
The excitement of a product launch doesn’t start on launch day; it should start weeks or even months in advance. The pre-launch phase is all about building anticipation, refining messaging, and testing what resonates with potential buyers. For many OEMs, this is where incremental testing comes in handy.
You might be tempted to wait until you have a full library of photography and assets to share, but resist the urge. Releasing teaser content early allows you to take your audience’s temperature on the story you’re telling, and then adjust your strategies based on those insights.
For instance, early audience testing can reveal which messaging or visuals grab the most attention, allowing marketers to refine their approach. These insights not only drive more interest but also help set realistic expectations for the launch, making it easier to achieve momentum when the product officially debuts.
Curious about what assets you need for this phase and the rest? Read: Creative Assets for Your Next Product Launch.
Phase 2: Launch Campaign
Objective:
- Maximize new product exposure
- Highlight features and benefits
Key Metric:
- Lead quality
- Conversion rates
On launch day (or week, or month), your focus should shift to maximizing exposure and turning the anticipation you created into concrete leads. Many companies make the mistake of thinking that launching a product means their job is done. However, a truly successful launch requires a coordinated effort across marketing channels to ensure that interested customers are converted into leads and sales.
Whether it’s a trade show debut, a special promotion, or a dealer meeting, the launch should feel like a significant event. Every channel—whether social media, email newsletters, or blog content—should be leveraged to ensure that the product gets as much visibility as possible. This creates a ripple effect, helping to maintain the excitement generated in the pre-launch phase.
Eyeing a trade show for your launch? Read: Super C Takes Center Stage about how Newmar launched a new coach at RVX.
Phase 3: Post-launch Campaign
Objective:
- Sustain interest in new product
- Facilitate engagement and sales
Key Metric:
- Share of voice
- Market penetration
Once the launch day buzz settles, the post-launch phase is critical for long-term success. Generating awareness and nurturing it into consideration and ultimately conversion takes time – especially if your product has a longer buying cycle. Sustained post-launch efforts keep your new product top-of-mind for your audience as they go along in their buyer journey.
Repurpose content and assets from your launch campaign as the foundation of your post-launch campaign, and then dig even deeper into your products’s story. Integrate your new product into the rest of your ongoing marketing campaigns to make it a lasting part of your content ecosystem.
The Bottom Line: A Phased Approach Drives Stronger Results
A successful product launch doesn’t happen in a day. By planning for each stage—pre-launch, launch, and post-launch—OEMs and dealers can maximize the impact of their products, build stronger customer relationships, and ultimately drive more sales.
For more on how to shape your next product launch, catch the recent episode of The Inventory with Cade Jones, covering actionable strategies to elevate your launch approach.
