It seems that Her Majesty the Queen and her staff have
become a lot more media savvy not to say internet savvy of late.
The buzz in our house has been all about who has designed Kate Middleton’s dress for her big day at Westminster Abbey.
In fact, when all our friends assembled to watch ‘The Wedding’ on the big screen the women in the group could talk of nothing else.
By making this vital information almost a state secret, the palace has in no way succeeded in damping down the speculation surrounding ‘the dress’. Quite the reverse, in fact
This could be the most talked about product launch of the century
Here are three product launch marketing lessons from the Royal Wedding:
1. Build Momentum
The ‘will-they-won’t-they’ chatter has been going on for years. In fact, a few manufacturers jumped the gun with Royal Wedding souvenirs 3 years ago. There was a steady build up of chatter about when Prince William would pop the ‘question’ which culminated in the announcement at the end of last year.
This low level buzz is just what you want to create in the lead up to your product launch sequence. Your prospects must get the feeling that something is coming down the tubes.
This pre-framing of customer expectations puts your core audience in a receptive frame of mind.
2. The Announcement
This grabbed the world’s attention. Speculation ratcheted up a notch or two. Who would design ‘the dress’ ? Kate Middleton and her mother were spotted visiting various designers. The palace remained silent
Your product launch sequence must start with an announcement. Your big idea has to grab everyone’s attention. It’s original. It’s innovative. It makes your target audience sit up and take notice. Of course, they do not know that there is a product launch on the way but they do know that something is about to happen
Your pre-launch sequence moves from one carefully planned event to another. You stoke up speculation by releasing snippets of information to well placed sources. The chatter starts to build in your niche. Checking the comments on your launch blog allows you to identify possible objections. Your product launch is picking up speed just like the speculation about ‘the dress’
3. Give Your Audience What They Makes Them Happiest
In the lead up to April 29th, no-one can stop talking about ‘the dress’. The media is running special features. Pundits are invited onto chat shows to talk authoritatively about it. They take questions from the audience who want to know every tiny detail. A shortlist of possible designers is put together.
Then the palace issues a statement ‘Only a limited number of invitations will be sent out’. The conversation switches to another question momentarily…”Who will be among the lucky few?” Speculation intensifies as a few designers’ names appear on the list of invitees. Still no news from the palace.
Your product launch moves smoothly into the final phase. The buzz is almost tangible. In your last pre-launch sequence event, you pivot and start to talk about your product. You mention that only a very limited number of people will be able to buy it. In fact, those who do may well be selected by hand from a list of applicants.
You invite people to complete a survey so you can start the process of sorting the lucky few who qualify from those who don’t. This is a clever scarcity trigger. Just Like the palace announcement about wedding invitations. No doubt there were people who expected to be invited but weren’t and then there were others who were pleasantly surprised.
Whatever… for a few weeks back in February there were certainly people walking round with a tight little knot of expectation in their stomachs.
Your application process is designed to achieve the same result as your core audience waits expectantly to find out whether they have been chosen to buy your product
Yes… There are a lot of lessons you can pick out of the royal wedding and ‘the dress’ when it comes to planning your product launch marketing strategy.
Overall, when you’re thinking about creating buzz for your company, whether it be over a huge product launch, a new partnership, or simply a wedding dress, think about the bold and creative ways you can make the fact that there is ‘no news’ into ‘big news’ and succeed in keeping your audience on tenterhooks right up to the moment that you open your shopping cart.
If you picked up on any other product launch lessons from the wedding of the century, leave a comment below…