Global Savings Group

Advertising Trends
August 2020
by Laura Meunier

How To Make Your Digital Launches More Successfully and Rewarding

Here’s how you can best carry on and incentivise the launch of new products in the digital world without the support of the high street store or major events to bring in the crowds

Situation: The Coronavirus and its effect on product releases

2020 has been a real rollercoaster for brands, especially ones with big launches planned and then postponed or even canceled as the whole situation seems to change on a weekly basis. 

Once the Coronavirus became established across Europe, and we all started to realise this was not just another flu, big events started to be canceled from the European Cup to the Olympics in Japan to James Bond “No time to Die,” all these events had a major knock on effect for brands and retailers. 

The sudden postponement of the new James Bond, moving from April to November, had a real effect on the brands that make up the James Bond lifestyle, including luxury Swiss watchmaker Omega which had already launched its special 007 edition of the SEAMASTER DIVER. Having an endorsement from the Bond franchise is something that doesn’t come cheap, in fact it was rumoured in late 2019 that brands associated with the new movie ‘No time to die’ collectively paid up to $100 million together to be part of this latest installment in the Bond legacy.

But it wasn’t just events that got cancelled or postponed, soon shops on the high street started to roll down their blinds and close their doors as lockdown measures took hold. The virus had hit the real world and Its effect had massive consequences for the retail industry at large, with some brands pulling out of big launches whilst others carried on without the usual show and event at street level. 

On the 18th of March Nike and Dior postponed the release of its upcoming Air Jordan 1 collaboration, other sport shoe releases were also put on hold. And they were not alone, soon luxury watchmaker Patek Philippe, and mobile phone specialists Nokia, Google Pixel had joined the postponements. The list goes on and on. In fact in a survey taken in March based on the business Impact of Covid-19 by Econsultancy & Marketing Week, 55% of UK marketers said products and service launches were delayed or under review and in the US this number reached a staggering 57%. 

This all brings us to the theme of this article which is about how you can best carry on and incentivise the launch of new products in the digital world without the support of the high street store or major events to bring in the crowds.

Read full article here: https://performancein.com/news/2020/08/27/how-to-make-your-digital-launches-more-successfully-and-rewarding/

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