The pandemic has shown the world how resilient businesses and companies are. They also showed everyone that doers—those who have achieved much in life and those who want to achieve more—can adjust and adapt to the changing trends in business. One of the biggest questions among entrepreneurs—big and small—is if it’s practical to launch a new product during the pandemic? The answer is why not? If anything, you have to expand the business, learn how to pivot, and offer something new to your customers. These decisions are going to matter to the success of your company.
Rethink Conferences and Trade Shows
Since the pandemic in March last year, companies have canceled every trade show and business conference. None can continue with the rising cautiousness that people have to practice. That left many companies in limbo. What are they going to do with their plans? They’ve already booked the venue, paid for the accommodation, and ordered the food. They have big plans for these trade shows, but all amounted to nothing because of the pandemic.
The best businesses learned quickly to adapt. That’s what you should do, too, when it comes to introducing new products. Online events have become the saving grace of industries, though they are not without their challenges.
To hold a successful virtual event, you must be consistent with the theme, date, and locale of the original event. If you planned to launch a new product in Paris, for example, then make sure to use the Parisian landscape in your promotional designs, backgrounds, and topics. This will help make the viewers feel like you’ve transported them to the City of Lights.
Strengthen the Brand
Your brand should be plastered all over this new product that you are going to launch. Make sure the teasers have your brand’s logo. Continue using the traditional marketing strategies of press releases, social media, and ads. But this time, make sure that these are coupled with a strong online presence.
It is through the internet that you will reinforce your brand. Before introducing another product to your market, you have to make them remember what your brand stands for. Often, in pre-pandemic times, this is forgotten because people go through the motions of everyday life. The same can be said for companies.
Now that you will only be communicating with your audience online, it’s time to think about how the internet and social media users see your brand. This is the perfect opportunity to review your brand and strengthen its presence on the internet. You will find it easier to introduce new products when your target market is familiar with who you are and what you represent.
Build Product Awareness Before the Launch
The shifted timelines and schedules because of the pandemic wreaked havoc on planned product launches. You can’t have impromptu team meetings. There are times when you feel that you cannot meet the deadline of launching the product on time. It’s okay. Far too many times, companies rush into launching new products because they have to meet deadlines. But because of the pandemic, you have more time in your hands to adjust the messages of your campaign.
The pandemic is not only a good excuse to take stock of your new products, but it’s also an opportunity to prepare better. Since you are not rushing to meet deadlines—and in fact are thinking about the practicality of launching a new product amid a pandemic—you have more time in your hands to polish the products.
But how can you build product awareness when there are no actual events, and you cannot meet clients face-to-face? You have to share the product name sooner and have your audience play a guessing game. You can even organize a contest wherein the person who will first guess the correct name of the product will win prizes from your store.
Make sure that there’s also a variety of marketing strategies that can be used across social media channels. Teleconferences, webinars, podcasts, and live streaming are great ways to build awareness about a new product. With your market more focused on what’s happening on social media than ever before (because they work from home), you have the golden opportunity to reach out to them and integrate them into your company’s future plans.
There was nothing easy about making the business thrive during a pandemic. But if you want to survive, you have to do drastic things, including introducing new product lines during one of the most catastrophic events to the economy in recent years. While it is not a walk in the park and there is no assurance of success, it is better to take this risk than watch your business go under.
Meta title: How to Launch a New Business Product amid a Pandemic
meta desc: Isn’t it hard to manage a business during a pandemic? Can you imagine launching a new product amid a pandemic? That’s harder! Yet, many businesses still did it. Learn more about it here.