My 4-Part Recipe for a Successful Wholesale Product Launch
The key to a successful product launch lies in a well-orchestrated plan that generates excitement, anticipation, and ultimately, sales. When I was first starting out, I announced my product launches in one single email to my list. That's it. One email. Since those early days, I have gotten over the fear that I'm "bothering" people with my emails and have developed a proven 4 part recipe for launching new product releases to the wholesale market. This recipe includes a blend of emails and Instagram posts to create a buzz that gets your buyers excited for your product launch and ready to buy.
Step 1: The Teaser Phase
Email: Start by sending out a teaser email to your wholesale buyers one week before the official launch date. This could include a little sneak peek that shows one or two of your products to generate excitement. The idea is to create curiosity and anticipation.
Instagram: Post a teaser image on your Instagram account. This could be a close-up shot of the product, a sneak peek of one of the products in the new collection, or a visually engaging graphic that hints at the upcoming release. Use clever captions to pique your followers' interest.
Step 2: Launch Day
Email: Send out the official launch announcement with a link to the new collection. You could even offer an exclusive launch-day discount to incentivize immediate purchases.
Instagram: Go all out on Instagram with a reel, stories, or series of posts. Show behind-the-scenes footage of the product in action, share customer testimonials if available, and make the purchase link easily accessible in your bio.
Step 3: Post-Launch Phase
Email: A day or two after the launch, send a follow-up email to your buyers. Usually I use this email to highlight the bestsellers from the launch. You could also use this email to express gratitude for the retailers' support and provide any additional information they might need about the products.
Instagram: Highlight bestsellers of the product launch or any product that you want to spotlight.
Step 4: Sustaining Momentum
Email: Over the next few weeks, send out emails that break down your new collection into different product highlights or categories. For example, if your new release included greeting cards, notepads, and washi tape, take this time to drip the content out: one week showcase your new birthday cards, the next week focus on the notepads, and another week highlight the washi tape.
Instagram: Keep the momentum going with occasional posts featuring the products in the new collection in different contexts. Share creative ways to use the product or highlight its versatility. Photograph the products in a lifestyle setting.
By following my 4 part recipe for launching new product releases to the wholesale market, you'll not only create a buzz that drives sales but also establish a loyal customer base that eagerly awaits your next big release. Keep in mind that you could always add more emails and posts to each step. For instance, during the Teaser phase, you could do a full countdown to your release over a few days leading up to launch day. Remember, showing up and staying consistent are some of the major keys to success in the world of wholesale product launches.
