You’ve undoubtedly heard by now that Apple unveiled its new iPhone 5 today. In true Apple fashion, the product launch was surrounded by a great deal of anticipation, speculation and fanfare. Whether you think the new iPhone 5 is truly innovative or just a glorified version of the iPhone 4, there’s no denying the fact that Apple has truly mastered the art of a successful product launch.
Sure, most companies can’t even dream of having the kind of fame, exposure or loyal following that Apple enjoys, but anyone can learn a thing or two from Apple’s product launch strategy. Here are a few things you can learn from Apple to make your next launch a success.
1. Build your brand first. Apple’s product launches are successful first and foremost because the company has a huge number of brand loyalists, advocates and devotees. Before you start thinking about executing a blockbuster launch, you must focus on making your brand as strong as it can possibly be. Take a page out of Apple’s book and build your brand around a belief. Then, make sure that belief is executed through everything you do, and work to form real, emotional relationships with your customers. Make your brand a lifestyle.
2. Create buzz. Perhaps the most noteworthy aspect of Apple’s brand launches is their ability to generate an immense amount of buzz. Despite the fact that we often have very little idea what Apple is about to unveil, the mere fact that they’ve scheduled an event is enough to get the media talking. You might have to work a bit harder to get the media’s attention, but crafting a media relations strategy surrounding your product launch, and focusing most heavily on the weeks leading up to your launch date, can make a huge difference.
3. Back it up. This is one area where we can learn from Apple’s mistakes. Many Apple aficionados were underwhelmed with the iPhone 5. After all the publicity and expectations surrounding the launch, some felt that the new model didn’t live up to expectations. Don’t let this happen to your company. If you go through the effort of executing a blockbuster launch, make sure your product can actually live up to the buzz you generate.
4. Rally your troops. Apple doesn’t just hold press events. Their product launches are more like pep rallies. Follow their example and invite not just the press, but also your most devoted customers and biggest fans to a launch event. Their excitement will be infectious, and you can bet the media will take note.
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