Just how important is a Pre-Launch in today’s digital age? One of Our Clients at The Block Bard recently launched new DTC (direct-to-consumer). Coffee Brand that has quickly picked up steam and orders even before its official launching! Many Brands and Companies are able to do this with all sort of products, appointments and courses etc.
What is their trick? Is there a trick?
First off all like any marketing strategy, there is no one-size-fits-all technique or (tactic). The best way to stand above and beyond your competitors, is to deliver an exceptionally different experience, with fine products and services.
But how do these companies manage to generate so much excitement, revelry, and interest, in their products that aren’t even available for purchase yet?!
Read on for a behind-the-scenes look at how our client built excitement for its launch on Instagram and how to create a community from day one.
And you’ll learn that:
- Where to find inspiration for creating on-brand social media content
- Plan for a successful new brand or product launch on Instagram
- Generate pre-launch interest, UGC (user-generated content), and followers
- Engage with your brand’s community in a timely manner
- Stay up to date on social media trends and updates
P.S. Mind you, this is not a case study. We have yet to gather enough information and analytics to do a conclusive case study as of now. This is merely to benefit anyone interested or already thinking about launching a product/service to the market for sale.
Where We Find the Inspiration for Social Media Content?
When starting out, we develop a set of guidelines to hone the creative process and make it easier to implement. Otherwise we might find ourselves tweaking the transparency of a certain shade of purple for too long instead of just trying it and seeing its performance. We also take a look at some successful social-media leaders, who have already done most of the hard work of paving the way for us as the digital pioneers of their industry.
We also love to launch with some amazing photo, video and still content from some creative shoots organized early on by either ours or their brand photographers. These assets really help set the foundation for the tone and visual direction of our social media. And most importantly, gives me a better idea of the overall Brand Message. From which, we base all of our Marketing and Copywriting strategy off of.
For inspiration, follow relevant Instagram hashtags and popular accounts you might like that either tie directly to your brand’s message, or to an aesthetic (e.g. #coffeephotography, #coffeevibes, #coffeshoplife). And look to other brand accounts in both competitors and other categories for inspiration.
What Does Managing 6-8+ FB & IG accounts look like?
I try to consolidate things as much as possible, so that I’m not bouncing around from platform to platform all day. I use tools such as Buffer, Combin, Canva, Asana, and more, to stay organized and interconnected with my team and clients, as well as their customers.
*Update March 2022: Facebook (which recently changed its name to Meta) a year ago or longer launched its own version called Creator Studio, where you can schedule posts up to 90 days out I believe. This is convenient for running duplicate, or mirror pages, as my old school Classics mentor likes to call them, on Facebook or Instagram.
Usually we will have ‘themes’ or overarching content campaigns that we plan way in advance. But I only ever look to schedule content typically a week, or 2 weeks out—and even then, I consider it a rough plan. Things can change so quickly, and it’s important to be able to pivot quickly and adapt to the landscape.
But whats more important than all of that is GETTING STARTED!
Launches are some of my favourite things to plan. There is just so much that goes into them, even if you can’t do the work yourself, building or running a team is just as much a part of the fun. It gets the community involved and engaged in almost a fear-of-missing-out (FOMO) way, that’s fun for everyone! There are many games you could create, or giveaways to offer…
Just don’t make it a lame game; Like guess the millilitres of Coffee in this cup… A: 175mL or B: 180mL… now that is just boring.
Use the latest seasons, weather, and social media trends when communicating with your audiences. This will give you the aid of the algorithm in advancing your organic audience reach.
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THE BLOCK BARD
Founder | Head of Copy
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