Around the office, I’m known as the resident Seinfeld fan. Actually, “fan” might be a conservative description. It’s not uncommon for me to find instances throughout the day that harken back to a particular episode of Seinfeld (it’s a disease, really). Some of my previous blog posts have been at the intersection of my personal interests and what we do at SCG.
Well, my friends, this post is no different. I’m about to dig into what the greatest show ever made (I absolutely will go to the mat for this) can teach us about executing a successful product launch.
Know your market
One of the things that immediately set Seinfeld apart from other sitcoms upon its debut was its unique, cinematic movement of cameras. The filming norm of the time for sitcoms was to do so with fixed cameras, which made it feel like you were watching a play. Creators Jerry Seinfeld and Larry David saw a hole in the market and filled it—forever changing the way television was filmed in the process.
By understanding the market you want to introduce your product into, you’ll understand what will set it apart and make it unique. The world doesn’t need more of the same. Study your competitors and find out what they’re not doing—then go and do it.
Craft messaging that is true to the product
Perhaps the most notable aspect of Seinfeld is the vast number of the show’s sayings and catchphrases that took hold of pop culture consciousness. To match the wacky and sometimes surreal humor, the show’s writers ended up creating their own lingo. Nobody can hear “close-talker,” “re-gifter” or “double-dip” without thinking of Seinfeld.
That’s the effect you need to create for your product. Once you understand the market, you understand what makes it unique. Now communicate that to your audience. Create tight, easily memorable messaging. A product launch is all about how it sticks in people’s minds.
Develop unique creative to stand out
You don’t even need to be a fan of the show to recognize its theme song when you hear it. The iconic synth-made bassline and the garish red-and-yellow Seinfeld logo are permanent fixtures in pop culture. Not to mention such famous props like the puffy shirt, the Festivus pole or the Kramer painting.
The logo and packaging of your product are how you catch the customer’s eye—doesn’t matter if it’s a physical thing or a service. Your design and creative assets should be deliberate and unique to stand out among your competitors.
Build on your momentum
When Seinfeld’s popularity exploded in the mid- and late-90s, NBC executives salivated. They began to nest shows around its primetime slot, both before and after Seinfeld aired, in hopes of leveraging the massive audience to boost other shows.
Once your product has caught on, don’t rest on your laurels. It’s important to continue to create new and unique methods of marketing to keep it fresh in the public consciousness. Create multiple touch points for people to encounter it. This means emails, video, social media campaigns, digital ads…the whole nine.
While Seinfeld is famously “the show about nothing,” SCG’s skills when it comes to executing a successful product launch are everything. We’ve done incredible work in markets ranging from adult beverages to logistics software to educational tools. If you need help getting your product or brand off the ground, give SCG a call.
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