3 , 2 , 1 , LIFT OFF : 18 Tips for product launch success CONTINUED FROM PAGE 42
COLLEEN FORD 111SKIN
“ Be clear about who your client or customer is and what they value . Set goals — what do you want to achieve by adding this new product or service ? Know your KPIs . Select a brand partner that takes an interest in your business and will support the achievement of your goals .”
CHRIS KOLODZIEJSKI CHELLA
“ I have found over the years that whenever a new product is launched , product sales will rise dramatically if it can be integrated and bundled into a service , and used as part of the service . The integration should include communicating the new bundle / offer on both the website and the menu , training the staff on the savings and benefits of the new offering , and teaching them how to offer it to the customers !”
SURBHEE GROVER LOVE , INDUS
“ In most cases , customers are looking for more than a physical product or benefit . While relaxation , stress reduction , etc . are important , customers are also buying into an experience . Hence sharing the detail and nuances of the product or service — its origin , its story , the ingredients , the process — plays a role in how well the experience is perceived in its totality .”
CHRIS MOUFRAGE MANSFIELD INTERNATIONAL
“ Maximizing your guest experience while also maximizing your energy efficiencies . The bathrobe is the last item that your guest wears and after the perfect spa day with amazing treatments , your guest should not finish their day with a horrible robe , because that is the last thing that they will remember .”
MATT WALSH SPLISH NATURALS
“ Know who your audience is , whether that ’ s a guest , a service provider or both . Does the product you intend to introduce into your business satisfy a need for the business ? Share the products with the spa team before committing to a new line or product . It ’ s important that service providers support and trust any new line the business might bring in .”
TARA GRODJESK TARA SPA THERAPY
“ Generate buzz for the product line before it is fully launched . Launching new products takes time , but by using great imagery and defining your points of distinction , you can catch the attention of buyers before finishing production . Always launch with an enticing promo !”
BOB SIVIK LINDER HEALTH
“ A product or service launch is an opportune time to build deeper relationships with key clients and turn them into word-of-mouth advocates for your business . Make them feel special — invite them and a plus-one of their choosing ( who may not already be a client ) to an intimate VIP event where they can preview the new service or products for free . Ask for their feedback to collect testimonials you can use in marketing , take before and after photos when appropriate , and ask them to tag you on social media with a hashtag specific to your business .” n
44 PULSE n OCTOBER 2022