What do you do if your virtual product launch is not engaging your audience?

Consider reinventing the formula for your virtual product launch. Energize your audience with a curated half-day summit. Start with three 35-45 minute sessions: a thought leader discussing a theme aligned with your product's message, a fireside chat with a customer about real-life benefits, and a concluding interactive product tour with live Q&A. By merging expert insights, customer experiences, and live engagement, you are marketing the 'why,' 'what,' and 'how' of your product and speaking to your entire audience at all levels.

Based on my overall experience which is very relatable. My top 3 most common reasons for a virtual product launch not engaging your audience: 1. Engage with fresh, valuable, and shareable content tailored to the audience's interests. 2. Ensure seamless audio/video quality and platform accessibility for smooth UX. 3. Incorporate interactive elements like live Q&A, polls, and networking to engage audience actively. 3 Pro Tips: 1. Gather audience feedback through surveys to understand what resonates and what doesn't. 2. Prioritize new and engaging content: invest time 50% research, 30% drafting, 20% optimization. 3. Time the launch event strategically to maximize attendance and avoid conflicts with holidays or industry events.

Assuming you have everything at the base level set correctly to measure all the things #digitalplumbing, and you are failing, pivot to something new. Fail quickly, understand why and move on. #nashvillecreates

Also, review if you are using the right channel, reaching the right audience, and employing the appropriate tone of voice to address them. Often, organizations get stuck in buzzword bingo, which does not resonate, especially with practical job roles, such as engineers.

Content may be king, but storytelling is the kingmaker. The best virtual product launches stand out from the noise in their messaging and story telling. It is absolutely essential to put down your "product marketer" glasses and look at your launch through the eyes of the customer. Ask yourself "what do they care about, why would they watch/register?" Build messaging around the customer's perceived value and what they will get out of it, not your product's whiz bang specs.

Consider diversifying your content format to cater to different learning styles and preferences. Incorporating multimedia elements such as videos, animations, infographics, and live demonstrations can capture audience attention and cater to visual and auditory learners. By offering a variety of content formats, you can create a more dynamic and engaging virtual product launch experience that resonates with a wider audience, maximizing participation and impact.

I would even attempt to interview customers who are partners to learn more about why they would choose or not choose the product and what their concerns are when making a decision. This will provide a much better foundation for building a Q&A session, rather than trying to set up an inside-out perspective. Especially if the target audience is not engaging, there needs to be a trigger to engage them.

Engagement and involvement of the brand/project has so much power to convert unaware TG into prospective consumers. Hence PHYGITAL activations, promotions, engagement (physical and social media), sampling, customised and experiential activties will get the traction towards the brand as well create enough buzz and interaction for generating action and soft sales. Hence no matter what is your Brand launch plans - Experiential activations is a must. And in today's world if more its "PHYGITAL" it's better ?????? My humble opinion

Interactivity and engagement can be increased through an interview style presentation. Try commisioning a Journalist, content creator or thought leader to interview you.. with opportunity to allow additional questions from the audience and buidling a platform for interactivity right from the start.

Incorporate gamification elements into your launches to create a fun and interactive experience for your audience. For example, you can use tools like Kahoot or Mentimeter to create interactive quizzes or challenges related to your product or presentation. I recall a time when we gamified our product launch by introducing a virtual scavenger hunt. Participants had to explore different sections of our website and answer clues related to the product features. This approach not only increased engagement but also allowed us to showcase different aspects of our offering in an interactive and memorable way.

As in any marketing campaign, it is important to build it around your target audience. Time is crucial, but so are the calls to action (CTAs) used. Some Q&As might demand too much from an audience or too much of their time. Schedule your campaign considering what content and CTAs might be appropriate for them at the chosen time.

To optimize timing, prioritize tasks based on urgency and importance, use time-blocking techniques, minimize distractions, and regularly review and adjust your schedule as needed.

Timing can be especially tricky when your audience is watching across multiple timezones. It's important to choose the one that is most important for your business and time the live event for them. Your audiences that won't be able to attend the live event should receive customized communications reminding them that they will still get access to the replays of the event. It's important to identify and measure KPIs for the live event as well as the post-event.

To get the right timing, knowing when and on which channels it is more impactful to communicate is key. Coordinating the audience engagement with proper CTA and products availability is also essential : so many times sales were lost due to a bad alignment between communication campaigns periods and making sure the product is available (i mean no stock issue) in the points of sales ! And if the product are not available, allowing on the page to be informed of its availability is a must, even if not all resellers propose it.

Obviously agree with the Author. Considering client time for online trends can help to float the promo when more online audience is likely to be active.

Depending on the product, it might be worth doing your research thoroughly. Especially in B2B, it's better to approach a few customers with highly customized content that can convert, rather than sending standard mailings to tons of recipients. It's similar to having a store in a city - you'd prefer to have ten people pop by and eight of them buy something, rather than 100 people visiting and only two buying something. Make sure you invest your acquisition costs where a return can be expected, with the the right target audience and prioritize quality over quantity.

To personalize follow-up, tailor your communication to each individual's preferences, interests, and previous interactions. This may involve referencing specific details from past conversations, acknowledging their unique needs, and offering relevant suggestions or solutions. Utilize available data and insights to customize your approach effectively, fostering stronger connections and engagement.

Addressing their specific interests or concerns, you demonstrate attentiveness and care, encouraging continued engagement and fostering a sense of belonging within your audience.

Ensure you properly engage GTM Teams in your launch for personalized follow-up. This is a key factor for success after you launch more general marketing materials. Ofter the combination of the two is the sweet spot for long-lasting effect.

Ensure that for social proof, you use the right tools and references. Especially case studies and transparent content showing actual work—avoiding stock materials—can help provide an honest and clear picture of what can be expected.

If you haven't already, build social proof in from the beginning. Leverage beta and testing relationships to engage accounts, then collect that feedback so you can take it to market alongside launch. If you're looking to do it retroactively, then consider leveraging a community, email or whichever is your most engaging channel for existing customers. And don't forget customer-facing teams - they're also a channel! Enable the customers and your teams to talk with authority, drum up excitement and encourage testimonials. People can only provide social proof if they have a positive experience, after all!

The most important step is to check who is our targeted audience and are we focusing on the right audience so we get the desired engagement results

Forming a Customer Advisory Board (CAB) composed of dedicated product champions can transform your sales process. By enlisting a diverse group of successful customers, you invite a wealth of feedback and firsthand insights. More importantly, these advocates can join live calls with prospects, sharing their experiences and successes directly. This live interaction not only enriches the conversation with genuine endorsements but also strengthens trust and credibility in your product through real-world examples.

User generated content is quintessential for any product engagement and traction. Better to use unique content to resonate and become more attainable to the audience. Having social proof, testimonial and educational or tutorials around the product use can answer their problems and questions. Be a subject matter expert of your own product and try to take as much as feedback you can.

My personal experience, with the example of a virtual showroom, emphasized the importance of audience understanding, interactive experience and continuous improvement in driving engagement. By leveraging these principles and actively iterating on our strategies, we were able to create a virtual environment that complemented the face-to-face work of our sales team effectively

To adjust the marketing mix, analyze and adapt the elements of product, price, promotion, and place (distribution) in response to changing market conditions, consumer preferences, and business objectives.

Study similar virtual products in the market to understand what features or aspects are resonating with users and how you can improve upon them.

Market research, checking products weakness and emotional problems, customers and services application, quality and packaging,

I would definitely try to viralize some kind of challenge where users need to try the product, use it, or do something related to it in order to generate engagement, boost brand exposure, and drive sales.

Live demonstrations with behind-the-scenes access to showcase the product team's passion! Instead of professionally edited pre-recorded videos, consider live demonstrations that allow for real-time interaction and Q&A sessions. This creates a sense of authenticity and transparency. And, give your audience an exclusive behind-the-scenes look at the making of the product. Show the dedication, passion, and hard work that went into creating something remarkable.

Having worked on several global virtual events, I've seen that it's important to keep in mind that while English is often the preferred language, not all audiences will be comfortable watching an entire event in English. Using a multilingual platform for the event and including subtitles can keep viewers interested for longer.

In-person product launch and collaborating with related communities that have a larger audience than you to better inform your engagement strategy (this is also a good virtual strategy).

If a virtual launch is not engaging your audience you either missed the mark with your value proposition / messaging, didn't promote your launch to the right audience, or both. Evaluate if your messaging needs adjustment to align with what the customer wants and if your go to market plan effectively communicated to the right people the right amount of people.

First we should know who is our targeted audience and is our marketing campaign aligned to reach them, what are the best timings to reach him which Usp's to be highlighted. Focusing to the right audience will give the desired results. We need to try with multiple audience to get the best results every campaign should be looked up daily and weekly