One of the biggest challenges for direct-to-consumer brands is cutting through the noise and creating brand awareness to drive sales and revenue. A well-executed product drop can be one of the tools that catapults your brand to success, drives sales, and creates brand loyalty. Our research shows more than three-quarters (75.8%) of people are very or extremely satisfied with product drops. Following a successful launch, brands see significant long-term brand engagement as a result.
Let’s look at three inspirational brands that have mastered the product drop and draw inspiration from their successes.
Make Your Product Drops an Event
Apple pioneered the concept of hotly anticipated tech drops. From customers camping out in line to today’s streamed special events and pre-orders, Apple has made its releases entire events. And, it works. Apple’s iPhone products command a 46% market share and continue to delight and bring customers back year after year.
What works for Apple’s launches? They begin by hyping the product drop months in advance. This creates hype and gives leaders and influencers time to talk up the event to their followers. At the announcement itself, Apple delivers a story to their customers. Instead of talking at length about specs or the latest technical features, they relate what they have built directly to the consumer. An iPhone user does not just buy a phone; they buy a better camera to take candid portraits or choose a device that can go longer between charges or stream video with stunning clarity.
Brands can take inspiration from Apple and launch a similar experience for their customers. Build anticipation on social media channels and through email marketing and focus on benefits instead of features.
Master the Art of the Collab and Community Input
Nintendo recently announced Sora from Kingdom of Hearts as the 89th and final fighter in their best-selling game Super Smash Bros. Ultimate. The game features crossover characters from other franchises, and players are deeply invested in the characters and character announcements. Immediately after the pre-recorded announcement was dropped, fans went to TikTok and YouTube with their reactions, some even filming themselves as they heard the news in real-time.
This hype ahead of the actual release gets customers excited about purchasing the game. Sora topped a 2004 ballot for Super Smash Bros. character suggestions, so delivering a fan favorite as the final character feels satisfying and exciting to long-time fans of both franchises.
Brands can recreate this energy by soliciting fan opinions and building them into their product drops and releases where it makes sense. This creates a sense of community, and the buzz builds itself.
Create Scarcity with a Limited-Edition Product
Scarcity is one of the oldest and most lucrative tactics in any marketer’s playbook. This is one of the reasons why brands (and customers) love limited editions so much. People like being part of something that will not be around for long or buying a product few other people can own.
Beauty brand HipDot announced their newest product drop, an Addams Family collection that will only be available for a limited time that also coincides with a new animated Addams Family release and, of course, Halloween. Customers can use the palette to recreate their best Morticia looks and show off the beautiful packing and clever color names.
By selling the items as individual pieces as well as a collector’s box, they have secured a place in beauty vloggers and Instagram creators’ content. Brands with a unique or clever idea for a twist on their current offerings can use the limited-edition product drop tactic to build the hype and get customers to buy now or risk missing out.
Ready to boost revenue by creating a product drop your customers will remember? Special sales events are our expertise. Start by checking out our latest eBook, Flash 2.0, then talk to one of our eCommerce experts about launching more successful product drops.