Launching a new product in the hardware industry? Congratulations! Now, the real challenge begins: convincing retailers, consumers, and basically anyone else to care. Fear not—here are five proven strategies to turn your launch into a roaring success (or at least prevent it from ending up in the clearance bin).

1. Tease Them Like It’s a High School Crush

If you think you can just show up unannounced and everyone will fall in love with your product, think again. You need to build suspense—give them a glimpse, a hint, a whisper of what’s coming. A teaser campaign is your chance to play the long game, creating anticipation before your product even sees the light of day. Drip-feed sneak peeks on social media, in emails, or—if you’re feeling fancy—via influencers who can do the heavy lifting of hyping it up for you.

Pro Tip: Let influencers test your product and post about it. It’s like borrowing someone else’s megaphone to yell, “Look at this cool thing!” Bonus points if their followers actually care.

2. Speak Retailer Language (a.k.a. “What’s in It for Me?”)

Retailers don’t care how clever your product is unless it’s going to sell like hotcakes (or at least warm pancakes). So, meet them where they are. Tailor your pitch to show how your product solves a problem, fills a gap, or outshines the competition. Bonus points if you can throw in data or a limited-time exclusive deal that makes them feel like they’re getting something special.

Pro Tip: Retailers love exclusivity. Promise them something no one else gets, like prime placement or a secret handshake. Okay, maybe just the placement.

3. Spread the Word Everywhere (Yes, Everywhere)

A “build it and they will come” approach doesn’t fly anymore. You’ve got to shout your product’s brilliance from every rooftop (and by rooftop, we mean website, social channel, retailer listing, and email blast). Get your message in front of consumers wherever they’re lurking—online, in-store, or in their inbox. The more places your product shows up, the more likely it is that people will start to notice.

Pro Tip: Shoppable content is the holy grail here. The fewer steps between “Ooh, I like that” and “Take my money,” the better. Influencers with clickable links are worth their weight in gold.

4. Give Them a Reason to Buy NOW (Because FOMO Works)

Let’s face it: people are lazy. They need a reason to act quickly, or they’ll just wander off to the next shiny thing. Early-buy incentives like discounts, bundles, or limited-edition perks are the ultimate nudge. And hey, if they feel like they’re getting a deal, they’re more likely to brag about it—which means free advertising for you.

Pro Tip: Throw in an extra-long warranty or a rebate for early adopters. It’s the marketing equivalent of saying, “Trust me, this thing is awesome.”

5. Influencers: Your Secret Weapon (If You Pick the Right Ones)

Gone are the days when an ad in the Sunday circular was enough. Today, influencers are the name of the game—especially those who know their way around a drill or a DIY project. The right influencer can take your product from “meh” to “must-have” with a single post. They’ll showcase your product in action, answer questions, and—if you’re lucky—do all this with enthusiasm that doesn’t feel forced.

Pro Tip: Use a platform like The Ripple Network to find influencers who actually align with your brand. Nobody wants to see your product pitched by someone whose usual vibe is yoga mats and green smoothies.

The Bottom Line: Don’t Wing It

Launching a hardware product isn’t just about having something shiny and new—it’s about convincing everyone else that they need it. These five strategies aren’t rocket science, but they work (and hey, wouldn’t you rather follow a plan than wing it?). Get your buzz going, align with retailers, and make it as easy as possible for consumers to say, “Shut up and take my money!”

Need a little help making your next launch a success? Contact The Licursi Group. We can help you turn your launch into something that sells out—rather than just sitting out.

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