Creating suspense ahead of your new product launch takes careful planning. Click here to learn more about building hype around a new product.

Have you ever been super excited for a new product to come out? Maybe it was a new video game, a cool new gadget, or even a new flavor of your favorite snack. When you know something awesome is coming soon, it can be really hard to wait!

When launching a new product, you want your customers to feel that same sense of excitement and anticipation. By carefully planning your new product launch and creating some fun teasers, you can build up hype and demand for your product before it even hits the shelves.

By the end of this article, you’ll know exactly how to get people pumped about your new product. You’ll also discover ways to nurture leads and keep your customers engaged after the big launch.

Before you can start planning your big product launch, you need to figure out who you’re launching it for. Who are the people most likely to get excited about your new product and actually buy it? These are your target customers.

To identify your target customer, think about what kind of person would benefit most from your product:

• How old are they?
• Where do they live?
• What are their interests?
• What does their day-to-day lifestyle look like?
• What problems does your product solve for them?
• How familiar are they with products like yours?

The more you know about your ideal customer, the better you can tailor your launch to get them pumped. Don’t worry about your persona being “perfect”. As more customers engage with your product, the more information you’ll have to refine your buyer persona over time. You just need a good base to start with.

Buyer Persona Example

Let’s say your new product is a medicinal mushroom supplement. Your target customer might be a health-conscious woman in her 40s or 50s who is looking for natural ways to boost her energy, focus, and overall well-being.

Let’s call her Sarah:

Sarah lives in a big city. She works a stressful office job but tries to stay active by going to yoga a few times a week. Sarah eats pretty healthy, but she’s always looking for ways to add more superfoods and supplements to her diet.

Sarah has been hearing a lot about the benefits of medicinal mushrooms lately. She’s intrigued by how they can support her immune system, help her manage stress, and even improve her brain function. But she’s not sure which mushrooms are best or how to add them to her routine.

Sarah has been hearing a lot about the benefits of medicinal mushrooms lately. She’s intrigued by how they can support her immune system, help her manage stress, and even improve her brain function. But she’s not sure which mushrooms are best or how to add them to her routine.

Now that you know who you’re launching your product for, it’s time to start planning out the details of your launch strategy. This is where you’ll decide on your goals, timeline, and budget to make sure your launch is a big success.

First, think about what you want to achieve with your launch:

• Do you want to make a certain amount of sales?
• Gain a bunch of new email subscribers?
• Boost your brand awareness?

Having clear goals will help you measure how well your launch is doing. Next, map out your launch timeline:

• When will you start teasing your product?
• What day will you officially launch it?
• How long will your launch promotions last?

Having a schedule will keep you on track and ensure you don’t miss any important deadlines. Finally, set aside some money in your budget for your launch marketing and promotions.

Depending on your strategy, you’ll need to budget for things like social media ads, influencer partnerships, launch day discounts, and any other ways you plan to get people excited about your product. Investing in your launch is key to getting it in front of your target customers.

Key Components Your Strategy Should Include

Your product launch strategy should include a few key elements to get people excited and drive sales. Here are some of the most important components:

• Teaser campaigns
• Countdown to launch
• Launch day promotions
• Post-launch nurturing

Teaser campaigns are short, intriguing messages and visuals you share on social media, in emails, and other channels to hint at your new product before launch. They build curiosity and anticipation.

In the weeks leading up to your launch date, you can run a countdown campaign with exclusive content, discounts, or giveaways for people who sign up. This gets them engaged and eager for your product.

On the big day, offer a special discount, bundle deal, or other promotion to encourage people to buy right away. You can also do live content like webinars or Q&As to get people pumped.

After your launch, keep the momentum going by following up with leads, providing helpful content to new customers, and engaging your audience with polls, questions, and user-generated content. This turns buyers into loyal fans.

By including these key elements in your strategy, you’ll be able to gradually build hype, drive sales on launch day, and keep people excited about your product long after it hits the market. It’s a great way to make sure your launch is a big success.

Rough example of Completed Launch Strategy:

• 4 weeks before launch, start teaser campaign on social media and email
• 3 weeks before launch, start countdown on website and offer a 20% discount to sign-ups
• 2 weeks before launch, reveal product details and benefits in emails and social posts
• 1 week before launch, run contest to win free product while sharing behind-the-scenes content
• On launch day, offer 10% discount, free shipping, and gift with purchase
• After launch, send onboarding emails to new customers to build rapport
• 1 month after launch, run user-generated content contest and review launch results

Be careful not to overcomplicate things. Instead, focus on maximizing the resources you already have and blending in a mix of creativity.

There are lots of different ways you can tease your new product and get people talking about it before launch day. Share short, eye-catching posts on platforms like Instagram, TikTok, and Facebook to give people a sneak peek at your product. Use intriguing captions and hashtags to spark curiosity with social media teasers.

Send a series of emails to your list with hints about your new product. You can reveal a new detail or benefit in each message to keep people engaged and coming back for more in email teasers.

Partner with social media influencers who have an audience that matches your target customer. Have them share posts and stories about your product to reach a whole new group of potential buyers with influencer teasers.

Consider running short, attention-grabbing ads on social media, Google, or other platforms to get your product in front of your target audience. Use eye-catching visuals and copy that makes people want to learn more with paid ad teasers.

By using a mix of these teaser campaign types, you can reach your audience on multiple channels and keep them excited about your product launch. Your teasers should be consistent with your brand and provide enough info to intrigue without giving everything away.

Examples of Teaser Campaigns by Popular Mushroom Product Brands

The Mushroom Council launched a new multimedia campaign in September 2022 called “Mushrooms are the Answer” that focuses on how mushrooms can help extend grocery budgets during high food inflation.

The campaign includes a digital hub with recipes, usage tips, nutrition info, and sustainability facts. They are also partnering with registered dietitians and social media influencers to share ways mushrooms can help stretch ingredients

Another great example is Buona Foods. Buona Foods launched a new Gourmet Mushroom Crumble product in 2020 that is a chopped blend of washed baby bella, white, and portabella mushrooms.

They suggest blending it with ground meat to make tacos, burgers, and meatloaf. The company promotes the product on social media along with Bon Appetit’s The Blended Burger Project.

Lastly, South Mill Champs launched several value-added products in 2020 including stuffed mushrooms, Shrooms Mushroom Coffee, Shrooms Snack Crisps, and Shrooms Jerky.

They rebranded the snacks and jerky with bolder flavors and new packaging focused on “the mushrooms’ trifecta of goodness: great tasting, good for you, and great for the planet”.

While your teaser campaigns and launch day promotions are great for getting people excited about your new product, you also need to make sure you nurture those leads and keep them engaged.

One of the best ways to do this is by sending a series of follow-up emails to your new leads. In these emails, you can provide more details about your product, share success stories, and offer helpful tips and resources. This will keep them interested and make them more likely to buy on launch day.

You can also engage your leads on social media by asking questions, running polls, and encouraging them to share their thoughts and experiences. This helps build a sense of community around your brand and makes people feel invested in your success.

Another great way to nurture leads is by offering exclusive content or discounts to people who sign up for your launch countdown or make a purchase on launch day. This could be a behind-the-scenes video, a free ebook, or a special promo code. It shows your leads that you value their interest and loyalty.

Finally, don’t forget to follow up with leads who don’t make a purchase right away. Send them a friendly reminder about your launch and offer to answer any questions they might have. You can also offer a special incentive, like a limited-time discount or a free gift, to encourage them to take the plunge.

By nurturing your leads with helpful content, engaging interactions, and special offers, you can turn them into loyal customers who will continue to support your brand long after your launch is over. It’s a key part of any successful product launch strategy.