In fact, it’s been reported that about 70% of all new product launches fail within the first year.1 While product launches require input from many teams, if anything goes wrong the blame always points to the marketing team. While most marketers chase after proving ROI—as they should—some clearly overlook the need to get the product out the door in the first place.
So what’s the challenge with product launches? Whether it’s underestimating demand, skimping on the market research, or failing to educate consumers on a new category—as marketers, we’ve all been there. A number of factors can spoil even the most thought-out product launches.
When it comes to launching a new product, influencer marketing is your secret weapon. The practice helps you tap into niche influencers already trusted by your target audience.
Maybe you didn’t consider the power of influencer marketing to overcome these dilemmas when launching a new product. That’s right, by activating relevant influencer communities along your buyer’s journey—as they become aware of your brand to making a product purchase—it’s possible to launch a product in a new market—and do so successfully.
Take Orange for example. Orange France, a global player in the telecommunications industry, supported the launch of Homelive, a solution that enables you to manage connected objects in your home by using your smartphone. Historically a fixed-line and mobile telephone operator and internet provider, Orange has recently extended its offering to new territories including the sale of digital content, ecommerce, and online advertising. With this new solution, Orange entered a completely new market for the brand, the connected home.
With its new product launch on the horizon, Orange needed to develop a communication strategy based on social influence to obtain experts’ recommendations, which is key to targeting the general public and generating a measurable impact.
Orange identified, segmented, and activated influential communities along the customer awareness process to generate awareness, create product demand, and obtain experts’ recommendations to gain credibility. For this campaign, Orange was able to leverage two communities, which the brand has been developing relationships with for a long time: Marketing & Communication influencers and High Tech influencers. In addition, Orange targeted and engaged two new communities specifically relevant for Homelive: Lifestyle & Design and Connected Home.
Orange activated the Marketing & Communication influencers with the social campaign #BouquezRoger, built on the “Roger, can you please come?” TV advertisement. The online initiative aimed to increase visibility around the product and highlight its features through an interactive and fun digital experience. Influencers received a personalized #BouquezRoger toolkit to get involved, with outcomes expected in terms of mentions and impressions on social networks.
Orange activated a new community, Lifestyle & Design, and invited influencers to a PR event in the renowned designer B&B Italia showroom in Paris. The objective aimed to get Homelive recognized as an interior design and decoration object through product displays in the showroom.
The ‘always-on’ High Tech influencers (core to Orange’s business) and Connected Home (new to the brand) were activated with the operation #JeTesteOrange to generate product reviews and qualified traffic to the Homelive website. Influencers benefitted from a program of product loans and tests with expected outcomes in terms of long-form content creation. This helped to establish Homelive as a credible home automation solution and boosted SEO performance.
By leveraging influencers, Orange achieved a successful product launch by:
When it’s time for your next product launch, keep the power of influencer marketing in mind and avoid last minute panic. A flawless product launch will take your marketing career to the next level—and influencers can help you achieve that success, every single time.
What’s your greatest challenge around new product launches? How did you overcome them? Leave a comment below and join the conversation.
By Expert commentator
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
Start the discussion on our community and social networks
Recommended Blog Posts
Why integrated marketing is essential to your business’s success Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts – when it’s done right that is. That’s the essential essence of integrated …..
Get Ahead With an Integrated Marketing Campaign Integrated marketing campaigns bring different channels together to deliver a message that helps the customer to properly identify the brand or product being promoted. One of the best examples of an integrated marketing …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Amazon’s business strategy and revenue model: A history and 2014 update collI’ve used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups …..