If you're launching new products, collections, or promotion and not seeing the sales results that you want… this is the episode for you.
What You’ll Learn
- The simple 4-step system to sell out your product launches
READ THE FULL EPISODE TRANSCRIPT
If you’ve ever launched a new product, collection, sale, feature, or anything in your eCommerce business and heard crickets… this episode is for you.
First, let’s start with a story.
The company I used to work for started out as a brick + mortar company. When I started with them they had about 13 physical locations and their eCommerce site was just a white label site which just means someone else ran it and we received a commission on only sales that came through. Essentially it was our job to push traffic to it, which to be honest we didn’t really go out of our way to do.
Eventually, we decided we wanted to bring our eCommerce site in house so we could create an experience more similar to our stores, which were growing and rapidly. By the time I left there were over 25 locations and I think they’ve hit the 30 mark.
Anyway, once we started marketing the eCommerce website more, we started getting a lot of inquiries about being able to utilize the rewards program and gift cards online, something they couldn’t do because the two systems weren’t integrated and they asked about buy online pick up in store.
Eventually, we upgraded to new systems and built some custom integrations that would let us offer our customers all these features. In fact, they just recently finished the BOPIS integration, something we worked on for over a year and that I was consulting with them after I left because it still wasn’t complete. Side note: It only took that long because it was custom development between two different systems.
Anywho… once everything launched and was live for a few days I asked how everything was going…
They only had one BOPIS order.
Here’s the thing. It doesn’t matter how big you are, how much people ask for certain stuff, if you don’t market it properly… they’re not going to buy it or take advantage of it. And you have to talk about it A LOT before people are actually going to take action. That’s just the way it goes.
So… what do you do instead? You create a launch event around that new product, collection, promotion, or feature. In fact, there are 4 simple steps you’re going to want to take for every launch that you do.
First, you’re going to build a list of people who are interested in your specific offer. This can be email or SMS, whichever works best for your business.
Then you’re going to tease, breadcrumb and nurture that audience until launch day to keep them engaged and excited about what’s to come.
Third, you’re going to give that interested group of people early access to whatever it is you’re promoting so they feel special.
And then last, but certainly not least you’re going to open it up to the public so you can get as many eyeballs as possible on your offer and sell that baby out!
At the end of the day you can’t just show up on launch day and say hey, by the way I have this stuff do you want to buy it?
If that’s what you’ve been doing… that’s likely the reason why you’re not getting the success you hoped for. And I know you’re listening to this and thinking great, I want to do that but I need more information. Don’t worry, I’ve got you.
On next week’s episode, I’m going to walk you through how to run a launch for your new products, collections or promotions so make sure you tune in.
In the meantime, start thinking about the next launch you’re going to be doing in your business and mark a 7-14 day window leading up to said launch so you can run a proper event. If you can’t give yourself that runway, consider moving your launch date if you can.