We have worked out the kinks in the manufacturing process. Namely, we broke the sewing machine and had to buy a new/better one. I guess that says something about the strength of the fabric we’re using.
Now that I have leashes headed my way for photographing, I am pegging down a launch date: January 23rd, 2014. Only 13 days away. If you know any dog owners, make sure they grab the 20% pre-launch discount before the 23rd even if they don’t plan to buy. (www.scrunchieleash.com)
The Prelaunch Discount
The prelaunch discount was put in place to encourage people to give me their email address so I could inform them when the leash was ready. I was getting NO signups before the discount, so I created the special discount so people would have the incentive.
I will be setting up a hidden page and sending the link to that page in the email to the prelaunch signups. They will be able to purchase the leash at a discount on that page, but the main page will have the leashes at full price. (Welcome to the club) I’m not locking the page in anyway because I actually WANT people to share the link with their dog-loving friends. (Your friends are also welcome in the club)
I’m planning to make the discount link functional for 30 days.
I’ve created a facebook and twitter for the scrunchie leash, but I’m new to using social media for business. I’m not seeing the traffic I was hoping to see from it and I’m trying to find ways to expand reach. Any ideas?
I’ve contacted a couple blogs about covering the launch, but so far none have responded. :( I am going to continue trying this and HOPEFULLY I get a few to respond. Some people want to know about this leash and I need to find the blog that informs those people. I’ll keep looking.
Through reading online about how to conduct product launch marketing, I’ve realized that I did an incredibly poor job and should have really been getting serious about it months ago. I will be hustling to get media materials together to give several media outlets in hopes that they want to do a story on the launch.
Local, National, Personal
I am working in South Carolina and my mom is making the leashes in Iowa. I think we could make a great play on being a local brand in both of these areas. We are both “Handmade in Iowa” and “Based in South Carolina.” I plan to contact newspapers in both areas and ask if they would be interested in doing a piece on scrunchie leash.
Our main sales channel is, however, the internet. So, I would be wrong to ignore major urban markets all across the country. There are some websites like http://www.prnewswire.com/ that allow you to submit press releases in hopes they will be picked up by media outlets. I’m going to make some of these submissions, but my expectations are not high
I think my best option is to talk to people I know personally. Even if they don’t want to buy the leash, everybody probably knows somebody that would love this leash. My goal isn’t to push the product on people who don’t want it, but if they can help me find the person who DOES want it, then it is a win for everybody involved.
SO MUCH WORK TO DO
Lesson Learned: Proper launch work starts months before the launch.
Do you have any tips or ideas? I could really use them! Please leave a comment with your thoughts. :)