Product launches: Getting assets ready and knowing your target audience

Product launches: Getting assets ready and knowing your target audience


Product launches are hard. Let’s not pretend they are a walk in the park. Similar to a person juggling a dozen plates on stage, you have so many moving parts from product positioning to your go-to market strategy, site copy and content and of course building the product you are going to feature on your site.

I have been fortunate and lucky to help fashion and technology brands launch really cool products over the last few years. I’m going to use that experience to help you launch and stay ahead of the competition. If your company has been around for a few years and is looking to launch a new product and become a direct to consumer (DTC) brand, then there are some key parts of your launch that you can not overlook.

Your marketing assets and your target audience is going to make or break your success. Don’t get me wrong, product position, site content and your product all matter as well. However, if you don’t target the right people and you don’t have the assets to show them, you are going to be dead in the water, even if you get everything else right. Let’s dive into why that is the case.

Knowing your target audiences

Have you ever been on Instagram and saw an ad for a product and wonder why? Why did that brand show me that product? This happens more than we care to admit as marketers. Targeting the wrong people or using a pray and spray approach in hopes that someone will connect with the right people is the best way to waste money.

There is an old saying I heard years ago and it goes something like this:

“It does not matter how amazing or innovative your product is if the right people don’t see your ad and care. The people who see your ad need to care enough to click the ad, find out more about your product and then come back and purchase it when they are ready. There are many steps in that process that is out of your hands, which is why targeting the right people is key.”

The question then becomes, how do you know what the right target audience is? If you don’t want to take a pray and spray approach then you are going to need a roadmap to help you determine your audience. Let’s walk through our process for finding the right audience.

The first place we go look is under “Audience” in our Google Analytics. Here you can find out the age, gender, location, language spoken and the devices your current customers use. None of this data is going to be perfect and it should always be taken with a grain of salt. This data does not take into account households who share a computer nor does Google (or any tech vendor) have a perfect handle on cross device tracking.

agency,is create a Google sheet document for the major ad platforms. We add the technical limits for each ad format we use when running ads for clients. It gets updated as needed over time but saves us time from having to Google search if we don’t use an ad format for a few months. Putting processes in place is sexy.

Once you have all this information laid out, you can start to come up with ad copy and a storyboard for your video, and figure out what the assets are going to look like. You can make sure you have assets speaking to each of your target groups. You don’t want to miss out on targeting anyone with your new ads.

It’s also a good idea to make sure you create two or three versions of ad copy or another version of your video and run A/B tests across your different ad formats. It’s rare to know exactly what each target group is going to want to see. Plus once you find something that works, you can duplicate the assets and scale up variants of that messaging.

Scaling of your marketing is a whole other post for another day. What I hope you got out of this article is the important work that should go into understanding who you will target with your marketing message and making sure you have the right marketing assets.

Launching your next product is not easy but doing a bit of research and early investment with your time, means you can hit the ground running and have a successful product launch.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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Take Some Risk Inc.

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