If you have released a product in the past or if you plan to in the future, then you know how important it is to communicate the release of your product to the public. For the past few months I have been studying product releases, and I have found one thing to remain true throughout every case study: you can only hold one’s attention for so long. How long you ask? Well, it depends.
The countdown for a product should begin anywhere between 90-120 days from date of release. (Movie release dates seem to be the biggest exception to this rule.)
This is because if you talk about your product too soon, it will be a dud on the date of release. If you market your product every day for a year’s time, eventually the sparkle will wear off, and your marketing will become routine to potential buyers. Not to mention that people want to have a tangible product in their hands once they first hear about a product that could potentially make their lives better. Making them wait to long for a product could make them find a substitute that is already available for them to purchase.
But if you talk about your product too late, it will also be a dud on the date of release. This is because you need to allow people to talk about your product for natural word of mouth marketing to take place. You also don’t want to talk about a product too late because many times stores will initially stock a product based on prior interest seen, either online or in the form of preorders.
As far as a product’s sale cycle is concerned, one year from the date of release is a typical time frame to see a product’s best sales take place. This being said, after a year’s time, it may be time to start thinking of a new product to release to the public. The more often you produce a great product, the better you will be able to garner attention from the public for products in the future.