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“How To Launch A New Ecommerce Product Like A Boss…or Like A King…”

BURGER KING is launching their plant-based Impossible WHOPPER (gag)

My feelings about a plant based “burger” aside…there’s a LOT an ecommerce operator can learn from this new product rollout by a major brand.

1. How To Test A Product: Launch a new product…not to the entire country…but to a very select audience mix of current customers and a small sample of interested consumers. (see below)

2. Collect Data On Feedback Loop:Since we first launched our market tests in St. Louis in April, and later in six other markets across the country, we’ve heard great feedback and know the Impossible™ WHOPPER® appeals to both current guests who are already big fans of the WHOPPER® sandwich, as well as new guests who are excited about this new option.”

Notice the very limited initial release mentioned above and the gradual expansion of the test.

3. Let Testing Create Demand: “Before the nationwide launch of the Impossible™ WHOPPER®, the Impossible™ burger was hard to find despite being in high demand and that often led to fans going to social media to find where to find the Impossible™ burger is available.”

If the product is desired, people will talk about it and create a buzz about it. Ya know…word of mouth?

4. Make It A GRAND Launch: BK found fans to come to the grand opening of what they thought would be a restaurant that only serves the Impossible burger.

The outside of the location looked like an Impossible foods restaurants, but it was really a BURGER KING restaurant in disguise.

Fans were surprised but delighted when they walked inside and saw it was actually a BK restaurant and realized that they could now purchase an Impossible WHOPPER at over 7,000 BK® locations across the country to satisfy their Impossible craving.

Now of course, you more than likely don’t have the ability to create a pop-up shop…wait…actually you do! Create a special launch page for your new products. And oh…don’t overlook the “surprise and delight” aspect of the launch.

Most in ecommerce completely ignore the “memory making” aspect of transactional commerce.

Don’t be that guy/gal.

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Takeaway Learned?

Takeaway: Get your head out of the groups and watch how major brands operate. Use the millions that they spend on research and development to model your new product launches. There are so many ways to launch a new product in a memorable way.
And you have enough tips in this one post to test a new product quite efficiently. Just don’t put up a product on your site and run ads to it. That’s absurd!
If you want real, actionable data you have to:
1. Run your numbers. Know your numbers inside and out and make sure the product is viable BEFORE you even attempt to launch it. This calculator will help you determine that.
2. Be prepared to do a test rollout to a select audience in select markets.
3. Be sure to indulge in “memory making‘ and add a touch of “surprise and delight”.
4. Then if all the launch KPIs are hit…THEN you are ready to launch!
Now get to it!!

"Memory Making"

What Do We Do?

To put it simply, we make memories for brand fans and customers. A happy and engaged consumer spends more money! (That’s a good thing right?)
Our team can run a campaign in any market in America. We drive massive interaction with current and prospective customers in ANY geographic area. Down the street, or across the country, and we get them engaged with your business.
A 360 degree, fully immersive promotional marketing campaign drives sales! Running ads and hoping for the best is like throwing darts at a moving target…in the dark!
Our campaigns attract the real core buyers you are looking for. We bring out the super fans that build LTV…not momentary ROAS.
Many businesses that we work with have advertising agencies that make and place their commercials. But those commercials don’t work on Facebook or Instagram. In fact, they may serve to actually HURT your brand on those platforms.
Our campaigns are also MUCH less expensive than traditional television, radio, or newspaper advertising.
But if you’re ready for television, we can do that for you too!

 We Build Promotions And Campaigns That:

  • Can Be Created And Up And Running In As Little As 48 Hours
  • Drive Substantial Brand Awareness
  • All You To Create Viable Custom Audiences For Ongoing Remarketing (you can’t do that with traditional media)
  • Stimulate Immediate Sales

And we do this for a fraction of what you’d pay for a local television, radio, or newspaper campaign.

We're Ready When You Are!

It'll Be Like Nothing You've Ever Seen. We're That Confident!

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