Aslak is the CEO of Selfly Store, works with customers in 20+ countries generating more revenue with data and intelligent vending machines.
My company, which provides intelligent vending machines, decided to launch a new product in the metaverse. Our previous product launch in the metaverse was done in Milan, Italy in 2022, but this time, we wanted to attract a wider audience while also positioning the company as one that is on top of the technical curve.
If you are considering doing the same and using the metaverse to launch a new product, there are a few things to keep in mind.
1. Have clear goals.
For my company, the main goal was to sell our product, which was a smart freezer. On top of that, we wanted to get new leads to our database and get a larger audience compared to our normal webinar attendees.
Having clear goals makes it easier to focus on the actions you need to take to be successful. For instance, if you have a goal for sign-ups, you can work more creatively and do everything possible to reach your target. Moreover, the actual purpose of your product launch is likely to gain more attention and attendees. Quantify the number of attendees you’d like, as this can help you and your team to evaluate your progress. When you reach your goal, celebrate and give credit to the team.
2. Conduct a proper marketing campaign around the event.
Our marketing team started working on concepts regarding the event two months before the launch. The first focus was to build awareness and interest in the metaverse. Much of our team was active on LinkedIn, so they would share posts and start conversations on the platform with pun-intended comments such as, “I like how cool this will be,” or, “This will freeze the metaverse.” One of the main emojis we used was the frozen face.
In order to create a successful marketing campaign, you need to take a creative approach and have an eye-catching message. Creating something memorable and unique while also innovating and using creativity for new ideas make a difference. Sometimes, it is hard to stand out, so test new ideas and measure the results as you go. This can help you create something that will stand out and provide the results you were looking for.
3. Work with a partner who knows the metaverse.
One of my team’s main goals was to provide an enhanced user engagement opportunity and allow people to “touch and feel” our products in the metaverse. However, we didn’t have the skill and competencies in-house, so we worked with a partner who could do this for us. We wanted to have 3D models that we could use on our website as well and reuse the content for a longer time.
When outsourcing crucial parts of production, it is critical to have a proper plan. I cannot over-emphasize the importance of conducting frequent checkups and testing to ensure the project is progressing as planned. It is your task to ensure the final outcome is what you expected. There are no reruns, thus, you need to nail it when you go live. It is good to have some time to spare before the actual live date.
4. Make an agenda.
Make a plan for what is going to happen during the event and in what order, and share the agenda with your audience. This helps ensure they are not wasting their time or expecting something that is not going to happen.
At my company’s launch event, for example, we started with an introduction and presentation of the product and the market. Then, we had a panel discussion, and, finally, we allowed attendees to see and test our products in a metaverse hotel lobby or office (similar to places they would be using our product in real life).
5. Plan the recording.
It is hard to do a live event in the metaverse without big investments in the setup or studio, so it is important to plan your recording and camera angles well. You are not able to change your camera angles (similar to a webinar recording) because you create avatars and the world based on the recording. It will be hard to cut the video and edit like you would be able to do with a normal recording.
A lesson I would have wanted to know would have been to focus more on the wide-angle cameras and to have two or three of them instead of one. I found changing camera angles helps the audience concentrate. But don’t zoom in too much, as it is harder to keep the high quality of avatars. These videos will be edited to fit the metaverse, thus a lot of graphics and other elements can be and should be added while editing the final version.
6. Create a well-planned script.
The second focus of the event was to create a fun-to-work-with feeling for our attendees, so we created a script that included similar jokes as our marketing campaigns. Our CMO went the extra mile and designed new product-themed shirts for us to wear. The shirts are now worn by the whole team on different occasions, which continues the story.
Having a proper script helps in many ways. First, it can help you have a clear message and plan the filming and flow of the event. The script also helps in rehearsals and ensures the presenters and guests look and sound professional. It is not an easy task to be in front of the camera and talk; you need to be a great presenter and remember your message.
How did our event go? Overall, we got the attention we wanted and managed to reach our original goals. Overall, I am happy that we took this road and tried out something new. It gave us an opportunity to stand out and learn. This was a great team effort and something we couldn’t have done without our product management and research and development teams.
So, if you ask me, consider trying out the metaverse. By leveraging these best practices, you can help set up your product launch for success.
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