Launching a product basically entails making it available to consumers in a store. It could be a physical store, or it could be an online store. It takes a lot of planning to launch a product. Since your audience is seeing the product for the first time, you have to make an impactful first impression. Your plan should be based on a lot of factors, one of which includes location. Are you a retailer? These are ten tips to successfully launch your product in Nigeria:
1. Plan and conduct a market research
The Harvard Business Review conducted a research that showed that one of the biggest problems associated with launching a product is the lack of preparation.
Before you launch a product in Africa, you have to conduct necessary research and market analysis, which would help you to plan and properly execute said plans.
Ask yourself these questions:
- What is this product?
- Who is it for?
- Will it be appreciated?
Understand your product, and understand the audience that is going to appreciate your product the most. If you are launching a snack in Nigeria, for example, you should realize that your target audience is most likely going to be kids and young adults.
It helps to understand the economy in which you plan to do business. This is to give you a clear understanding of how government policies affect the economy. You should know a lot about the currency, about the taxes, about the economic class and their density in a certain environment.
Some parts of Nigeria are densely populated with people who live in poverty. If you are introducing a new product into communities like these ones, you should take pricing into consideration.
2. The product has to be good and unique
Your product should be good if you want your audience to appreciate it. Good, in this sense, is a broad term that may involve durable, affordable, safe, etc.
Your products should be durable and unique. They should be affordable, too. If a product is affordable, a lot of buyers will want to purchase it. Package your products properly. Use amazing colors and designs.
If your product is meant for kids, attract them with bright colors.
3. Have a soft launch
Before your product reaches your audience directly, it’s advisable to first have a group of people test it. These people can be members of your product management team or just about anyone. Invite them to use your product and drop reviews. They should tell you what they love most about your product and what they hate. Then use these reviews to make necessary improvements.
4. Understand your competition
Except you’re launching a product that has not been seen before, you definitely have a competition. Your competition may be a small company, and it may be a big one. It doesn’t matter. Understand your competition.
Try to figure out the areas in which they succeed and the areas in which they fail. Learn from their successes and learn from their failures.
5. Use radio ads
There are thousands of radio stations across Africa, and many Africans listen to the radio. This presents a good medium to advertise your product and improve its visibility. Remember, you want all the visibility you can get for your new product.
Your radio ads should be well-written. If possible, have them said in pidgin English or any other language your target audience appreciates.
6. Use TV ads as well
If you’re seeking product visibility, put up ads on TV channels. Bear in mind that Africans love humor and can be very funny people at best. So, engage them on the TV with funny content. Whilst showcasing the product, your advertisement should be interesting and funny.
7. Use influencers
Social media marketing is a great way to launch a product. You want to build an online presence in order to gain traction. Usually, people want to buy the product everyone else is talking about. So, make use of influencers to grow your brand’s presence. They should make engaging posts that explain your product to your target audience.
Africa’s Twitter Community is a tightly knit one. Make use of Twitter influencers as much as you can. Instagram is also a great platform to build visibility.
8. Your website
Your product should own a website, one that is responsive and has an amazing interface. On this website, you should write detailed descriptions about your product and what it is used for.
Making use of search engine optimization, try to make the site rank top on Google and other search engines. It’s a new product. People are going to search for it a lot. It should be easy to find you.
You should have an area on the site where frequently asked questions are answered. There should also be one where your product is described in detail.
9. Use promos and discounts on presales
Give your potential customers bonuses and discounts on the product you intend to launch. On your product, you can include something along the lines of “Buy one, get another for free.” Doing this would help pull attention to your product. Remember that, right now, attention is just what you need.
10. The launching ceremony
Now that your product has gained the recognition it needs, you can go ahead and do the launching properly. You can do a street launching, some kind of street party. Or you can do a formal one. Anything that represents your product well enough.
About the author
Ochuko Eyube is a Digital Marketing Consultant and Communication Strategist transforming the way brands interact with audiences through content. He enjoys writing helpful content and inspiring people to become the best versions of themselves.
