Drip Marketing Practical Scenario: New Product Rollout
by Annie Cooley
With moving deadlines and limited resources, it's easy to become overwhelmed by the task of releasing a new product. Often times products are released without a marketing plan in place.
A marketing
campaign that touches your customers before your release can help to
increase anticipation. By building expectations and engaging a buyer
during the entire launch cycle, you can increase the chances your
contacts will be excited and ready to make a purchasing decision when
the product is released.
Below is an example of how you can use
Drip Marketing to nurture your leads, controlling the flow of
information and producing a successful launch.
Stage 1:
Email
Send Day: 20 days before launch
Send List: Whole
database
Marketing Purpose: New Product Teaser
What to Include:
Entice clients with an exclusive offer or a glimpse of the new
product/service
Stage 2: Postcard
Send Day:
10 days before launch
Send List: Those who didn’t open the first
email campaign
Marketing Purpose: Direct Mail Teaser
What to
Include: An exclusive offer that directs recipients to a landing page
with more information
Stage 3: Email
Send
Day: 1 day before the launch
Send List: Whole database
Marketing
Purpose: New Product Teaser 2
What to Include: Inform by offereing
pre-release specials. Answer any questions received from the first email
and demonstrate the benefits.
Stage 4: Email
Send
Day: Anchor Date
Send List: Whole database
Marketing Purpose: New
Product Announcement
What to Include: Detailed product information
and spec sheets. Coordinate with the rest of your marketing materials
(i.e. website)
Stage 5: Postcard
Send Day: 3
days after launch
Send List: Non-Trials
Marketing Purpose: Follow
up to Non-Trials
What to Include: Introduce an exclusive new
promotion or a limited time offer
Stage 6: Call List
Action
Day: 3 days after launch
Call List: New Trial Contacts
Stage
7: Call List
Action Day: 5 days after launch
Call List:
Interested without trials
Stage 8: Email
Send
Day: 15 days after
Send List: Product users and free trials
Marketing
Purpose: New Product Follow Up Announcement
What to Include: A
survey about the product, additional information
Have you used
Drip Marketing to roll out a product launch? What was successful for
you??