One year into the “new normal” of our 90% digital interactions, we are finding new ways of keeping the economy afloat and carrying on with our lives, with work, with getting excited about things that interest us, and keeping up with dates and appointments. In the events industry, in particular, companies have found new and interesting ways of making up for the lack of direct interaction and the ban on traditional events, by creating virtual alternatives for trade shows, conventions, business meetings, and product launches. The latter is our focus for this post: how do you plan a virtual product launch? And, more importantly, how do you make it as effective as a traditional one?
1. Create an irresistible landing page
Virtual events and, by extension, product launches, need engaging landing pages. Your main website and social media ads will need to funnel users through to the specific event page where the conversion or lead generation is supposed to happen. Once your audience lands on it, you will have a few seconds of their undivided attention and you will need to make the most of this limited time. This is why your virtual product launch needs a spectacular, irresistible, show-stopping landing page that is both beautiful to look at and user-friendly, granting a seamless and enjoyable user experience. We will not go so far as to say that your landing page is going to be the be-all and end-all of your virtual product launch, but rest assured that, if you don’t get this first step right, the following ones will not deliver. What makes a landing page engaging? Stunning graphics and well-organised information, conveying your USP and CTA quickly and effectively.
2. Make it interactive
A product launch should always be an event and a virtual product launch requires the same level of engagement and interaction as a traditional one. Achieving that while not being able to hold face-to-face events requires a smart use of technology. You can make your user’s journey more interesting by giving them tools such as chats, webinars, and surveys to interact with your brand. You can also mix-up physical elements and virtual ones, for instance sending VIP packages and product samples to influencers and bloggers and then inviting them to live-streamed demonstrations or Q&As. Once you reach out to your audience, be they representatives of the press or end-users, you will need to be ready to welcome and process their feedback.
3. Offer something special to those who take part in your virtual event
The past year has blurred the lines between streamed content and live events. In order to make your virtual product launch truly memorable, you need to establish it firmly as an event. What sets an event apart from any other kind of streamed content? First and foremost, the uniqueness of the shared experience that attendees enjoy, which can’t be replicated by those who were not present. Highlight this uniqueness by giving something special to those who choose to take part in your virtual product launch while it happens, rather than catch up later. Special discount codes and freebies are popular options, but depending on the product or service you are launching, you will be able to consider alternatives such as extended subscriptions or one-on-one assistance.