Ep. 064: A Blueprint for a Successful Product launch

The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

I’m joined by Luke Peters, CEO and founder of NewAir Appliances and host of the Page 1 Podcast, where he shares their blueprint for successfully launching new products. Luke starts by describing his ideal customer (2:15) and why New Air pivoted away from exclusively selling direct-to-consumer (2:50), and then explains how their 50 new product launches a year bring value (8:00) and the benefits of having the same SKUs for both your website and retail partners (12:00). Luke shifts to why customer reviews and YouTube influencers are a vital part of their launch strategy (15:20), discussing the most valuable types of on-site content (18:50) and elements of a successful YouTube video (21:00). Next, Luke dissects paid ad strategies and how opportunities on marketplaces impact a launched product’s ROI (24:10). He then discusses the importance of product reviews and his strategy for collecting early reviews (26:40) before wrapping up with contingencies for launches that don’t go as planned (33:20). He finishes by sharing some launch strategy pitfalls (39:30) and the biggest mistakes he sees other companies make when launching their own products (43:00).

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Greg Zakowicz
Twitter: https://twitter.com/WhatsGregDoing
LinkedIn: https://www.linkedin.com/in/gregzakowicz

New Air:
Website: https://www.NewAir.com/
Luke Peters: https://www.linkedin.com/in/luke--peters/
Email: [email protected]

Bronto Marketing Platform:
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Twitter: https://www.twitter.com/Bronto
Website: https://www.bronto.com