A pre-launch campaign is a strategic marketing blueprint for companies to create and implement to heighten brand awareness, foster excitement among potential customers, and capture leads prior to the product’s debut.
Note!
We’re talking about the pre-phase of a product launch strategy. This method will give you the power to validate, test and scan your market before you spend endless amounts of money on your product launch.
Understanding public perception of your forthcoming product prior to its official release empowers the brand to refine and tailor it to meet market expectations.
Here’s why planning a pre-launch marketing strategy is essential for your emerging brand:
- Foster excitement among potential customers, driving not only purchases (later) but also organic referrals.
- Cultivate potential customers by building a robust email list of those intrigued by your offering. Once they’re subscribed, you nurture their interest with regular updates and insights about your impending launch.
- Gather important feedback from early users – these select people give helpful advice, making sure your product fits what the market wants when you launch it.
Did you know?
Approximately 20% of startups don’t make it past their first year, often due to inadequate market validation, insufficient competitor research, or an undefined target audience.
After you have a thorough understanding of your market you can start the preparations for your initial phase before the product launch. Let’s dive deeper into these strategies.
6 Pre-Launch Campaign Ideas that only a few uses we don’t know why
#1 Pre-registration with a twist: Pay for a seat or subscribe for free
Making early adopters subscribe to your list is essential, but how can you elevate their commitment? Make them pay to join your inner circle. We’ve seen this technique used by a Dutch e-bike startup called VanMoof.
They echo Apple’s communication style, prioritizing minimalist design and clear messaging that underscores both usability and credibility.
Beyond their streamlined approach to the product launch, they’ve incorporated a paid newsletter feature, which evokes a sense of exclusivity and immediacy, fostering a loyal community in the process. You have two choices: pay a modest fee to secure your spot for updates on their fastest e-bike or subscribe to their free email list with no guarantees. Does that $20 fee carry weight? Undoubtedly, as it enhances the perceived value for many subscribers.
#2 Use time window for urgency: Apply and pay within X days or you’re out
People might think that if a business wants to attract customers, it shouldn’t be too strict with those looking to convert. Think again. Kollective dares to remove you from the waitlist if you don’t make a purchase in time.
Firstly, they have an extremely high entry threshold, which creates an exclusive atmosphere and builds a dedicated community. You first need to apply, then wait for approval. The waitlist was established because Kollective capped its membership to ensure the highest quality experience.
Once approved, about 10 days later, you’re required to pay a $500 initiation fee and a $400/month membership. You have 7 days to complete this before losing your spot to someone else.
It’s about tapping into the psychology of marketing to create a feeling that compels you to be a part of it. The 7-day period is crucial for customer conversions. The anticipation from the application process and content creates excitement. The waitlist’s exclusivity brings a sense of rarity, and the urgency to register within 7 days prompts action.
They achieve this with a minimalistic design and text, emphasizing their revolutionary status, which fosters an exclusive aura. To bolster credibility, they feature a video with their founder, adding a personal touch.
#3 A Visual Triumph with Perks for the Pioneers
When Revolut launched their “Ultra” product line, they chose a masterful blend of aesthetics and incentives to grab the market’s attention.
Their visual presentation was nothing short of superb, meticulously crafted to both ooze exclusivity and establish the brand’s revolutionary leader status. By not just telling but showing their excellence, they gave tangible proof of their credibility. But they didn’t stop there.
Revolut sweetened the pot for those willing to take the leap by offering tempting discounts to early adopters before the product launch. This not only encouraged immediate adoption but also amplified word-of-mouth marketing as users shared their experiences. Complementing their visuals, Revolut’s use of elevated language further drove home their exclusivity, creating an aura of sophistication around “Ultra”. In tandem, these strategies cemented Revolut’s image as a credible, exclusive, and pioneering financial service in the eyes of potential customers.
#4 Access products only with password and in drops
New wave fashion brands are experiencing a renaissance on TikTok. There’s one in particular that stands against the establishment, not just in its ethos but also in its messaging and marketing approach. Allow us to introduce Trikko, the alternative streetwear brand hailing from the streets of Paris.
Trikko masterfully blends viral TikTok marketing with a unique, password-only purchase system. They require you to join an email list. At an unspecified time, subscribers receive a notification about when they can buy items from their capsule collection drops. Those quick enough can make a purchase; otherwise, they must wait for the next drop. That’s what we call a kick-ass product launch.
The collections are always limited, and loyal members of the community are often rewarded with exclusive perks. Thanks to these strategies, they’ve fostered a robust, predominantly young, community. It’s easy to speculate about the open rate of those emails – perhaps a staggering 90% or more.
The strategy leans heavily into FOMO and urgency, but it’s effective. The best part? Using email is cost-free! The virality from TikTok replaces the need for paid PPC advertising. However, remember: success hinges on producing quality content, just like Trikko does. And of course, a few email marketing tricks can further amplify results.
Couple of months ago in our luxury marketing article we wrote about Supreme, who did a similar strategy.
#5 Access has to be requested before product launch
Up until now, you might not have associated crypto with physical cash, but that’s likely because you haven’t encountered KONG. This crypto cash is designed to heighten anticipation regarding its value and rarity.
It provides just enough detail to pique your interest without overwhelming you with features. The goal? To establish itself as a market leader and secure a top-tier position.
To gain access to the product, one must request it. Sign up to be among the first to know about its public availability at the product launch. Employing a sense of urgency, they showcase the bills you might have missed out on. They further emphasize that releases of this crypto cash are limited, underscoring the importance of joining their list.
#6 From Pixels to Fabric: A Launch Tale
When Thread Tales was getting ready for their new product launch, they came up with a smart online game. They made a website called “Weave Your Narrative”. Here, people could make their own cloth designs and tell a small story about them.
This website was not just for fun. It was a place where people could share their stories through colors and patterns. These designs and stories were then shared on social media with the tag #WeaveYourNarrative, helping many people learn about Thread Tales.
The most exciting part? Thread Tales promised that some of these designs would be turned into real clothes. This made more people interested and they eagerly waited for the product launch.
By using stories and a fun online game, Thread Tales got many people excited about their new clothes. When they finally started selling, many were already waiting to buy. This strategy, rooted in authenticity and engagement, set the stage for a product launch that was met with unparalleled enthusiasm and genuine connection.
Final thoughts
A successful product launch goes beyond just the release day. It’s about building anticipation, understanding your audience, and using the right channels effectively. By investing in a strong pre-launch strategy, brands can create a buzz that ensures their product stands out in the market. Remember, the louder the pre-launch buzz, the more memorable the product launch will be.
