Happy Monday & hello JUNE!
Welcome back to Vol. 005 of the Design Download! This month we're breaking down The Art of The Launch.
As a multi-business owner for the past 10 years, I've successfully executed at least 100 launches. I know, that sounds like a lot, but with multiple businesses and new products or collections being released throughout the year, it's a constant cycle–and now what I consider a well-oiled machine. My goal is to help you gain confidence in launching your products so you can work your way towards a sold-out launch day!
Grab your notebook and let's do this!🌟
VOL. 005 // JUNE '24
Breaking Down the Art of the Launch
1. Pre-launch prep (the most important part!)
The foundation of a successful launch is all in the preparation! These next steps will ensure everything runs smoothly when you go live and set you up for a sold out launch!
Product development: Give yourself enough time to get your products produced, quality tested, and ready to ship. It's so much easier to have your products completely done before you need to do a photoshoot for the website and social media.
Timeline & set your launch date: Set your launch date at least a month in advance. This allows you to break up the weeks leading up to it into manageable sections, so you won't feel rushed or pressured. Things alwayssss take longer than we expect, and you want to give yourself enough time to avoid last-minute scrambling.
Photoshoot: Quality photos are what SELL online! Whether you hire a photographer or take your own photos, get that scheduled. Keep in mind your photographer may have a specific turnaround time for editing and delivering the photos. Timing is everything, so give yourself a buffer in case things don't go as planned (things happen, it's part of owning a business)!
Website: Refresh your website so it feels brand new and exciting to your customers. Think of your site as if it were a physical storefront, swapping out displays and decor to showcase what's new. Your goal is to create an overall brand experience that makes your customer feel connected and ultimately make a purchase decision. Re-merchandise your product collections so that new products display at the top, swap out your lifestyle photography and rearrange your menu navigation if necessary.
Content creation: The final (and very important) pre-launch step! Start dropping a few sneak peeks at least a week before the launch. Let your customers the date and time your launch will be happening. Use Instagram's 'Add Reminder' feature on your posts so that your customers can set a reminder. Share this to your stories as well. Two or three days before launch, you have the green light to show exactly what's coming, so that your customers are ready and waiting to make a purchase on launch day.
Packaging: Make sure you have enough packaging supplies ordered (poly mailers, boxes, tissue paper, stickers, thank you cards etc.). This will make everything a breeze after your launch!
2. Ready, set, roll it out
Launch day (website): Triple check that everything is ready to go and working on your website. Test buttons and links, add products to your cart to test any promotional codes you might be offering at checkout. Don't forget to test it on mobile too!
Launch day (social): Prepare a photo carousel post or a reel (depending on what resonates best with your audience) showcasing the new products. Post the same content across all your social platforms (Instagram feed and stories, Tiktok, Pinterest, Youtube Shorts, Threads). You want to meet your customer wherever they hang out, so don't worry about posting too much.
Launch day (email): Email marketing is crucial for staying in touch with your subscriber list! It's a sometimes forgotten sales tool that can directly communicate with customers drive traffic to your site. Send out a launch day email with all the exciting details.
Engage: Be sure to engage with any comments, reply to DM's, and use a prompt in your caption to encourage friends to leave a comment. This helps boost your post to more of your audience!
Connect: Don't post & ghost! Stick around and follow up with more stories, post a video of yourself talking, let your customers know you're there to answer any questions they may have.
3. Post-launch Delivery & Reflection
Delivering on your promise: The hard part is done, now you just have that final piece of the puzzle...completing the customer experience. You want to wow them with your packaging and deliver on your promises! Get your orders out as soon as you can, within your site's guaranteed window of time for processing. Always include a handwritten thank you note to show your appreciation; customers love the extra touches.
Reflection: Take note of what worked and what didn't! Did you feel like you had enough time before your launch to prepare everything? Did you reach your sales goal? Did your customers give you any feedback on anything that needs improvement? You always have the next launch to tweak anything and do what works best for you!
Wrap up + get my Launch Checklist!
That wraps up this month's edition of The Design Download! A launch is serious business, and it takes time to master your own system... but I know you can do it! I wanted to break down exactly what has been successful for me so that you can get closer to figuring out your own launch system and what works for your business. Keep experimenting, keep refining, and you'll find the perfect formula for your brand.
I would love to help you stay organized & on track for your next launch, so grab my free Launch Checklist here.
Have an amazing July, and I'll catch you again with VOL. 006 of The Design Download at the end of the month. Thanks for hanging with me, and good luck with your next launch!
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Designing dream brands & igniting creativity
(and I love supporting other small business owners!)
Meet Naomi.
A Minnesota-based brand and website designer known for bold, modern, and artistic designs. My passion lies in crafting captivating brand narratives and inspiring others to pursue their creative dreams! Let's get creative together!
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