Six lessons learned from launching a product in the Metaverse

by Janice Allen
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Aslak is the CEO of own shop, partners with customers in more than 20 countries and generates 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 took place in Milan, Italy in 2022, but this time we wanted to attract a wider audience while positioning the company as one at the top of the tech curve.

If you’re considering doing the same and using the metaverse to launch a new product, there are a few things to keep in mind.

1. Set clear goals.

For my company, the main goal was to sell our product, which is a smart freezer. In addition, we wanted to get new leads into our database and get a larger audience compared to our normal webinar participants.

Having clear goals makes it easier to focus on the actions you need to take to be successful. For example, if you have a goal for logins, you can be more creative and do everything possible to achieve your goal. In addition, the actual purpose of your product launch is likely to attract more attention and visitors. Quantify the number of participants you want as this can help you and your team evaluate your progress. When you reach your goal, celebrate and give credit to the team.

2. Run a good marketing campaign around the event.

Our marketing team started concepts for the event two months before the launch. The initial focus was to build awareness and interest in the metaverse. Much of our team was active on LinkedIn, so they shared posts and started conversations on the platform with puns like, “I like how cool this will be” or “This will freeze the metaverse.” One of the main emojis we used was the frozen face.

To create a successful marketing campaign, you need to be creative and have an eye-catching message. By creating something memorable and unique while innovating and using creativity for new ideas, you are making a difference. Sometimes it’s hard to stand out, so test new ideas and measure the results as you go. This can help you create something that stands out and delivers the results you’ve been looking for.

3. Work with a partner who knows the metaverse.

One of my team’s main goals was to provide greater user engagement and allow people to “touch and feel” our products in the metaverse. However, we didn’t have the skills 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 also use on our website and reuse the content for a longer period of time.

When outsourcing crucial parts of production, it is essential to have a good plan. I cannot stress enough how important it is to carry out regular checks and tests to ensure that the project is going according to plan. It’s your job to make sure the final result is what you expected it to be. There are no reruns, so you have to get it right when you go live. It’s good to have some time to spare before the actual live date.

4. Create a calendar.

Plan what will happen during the event and in what order, and share the agenda with your audience. This helps ensure that they don’t waste their time or expect something that isn’t going to happen.

For example, at my company’s launch event, we started with an introduction and presentation of the product and market. Then we held a panel discussion and finally let attendees see and test our products in a reversed hotel lobby or office (similar to places where they would use our product in real life).

5. Schedule the recording.

It’s hard to do a live event in the metaverse without major investment in the setup or studio, so it’s important to plan your shooting and camera angles well. You cannot change your camera angles (similar to a webinar recording) because you create avatars and the world based on the recording. It will be difficult to cut and edit the video like you could with a normal recording.

A lesson I wish I had known would have been to focus more on the wide-angle cameras and have two or three instead of one. I found that changing camera angles helps the audience focus. But don’t zoom in too much as it’s harder to maintain the high quality of avatars. These videos will be edited to fit the metaverse, so many images and other elements can 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 feel to work with for our attendees, so we scripted similar jokes to our marketing campaigns. Our CMO took it a step further and designed new product-themed shirts for us to wear. The shirts are now worn by the entire team on various occasions and so the story continues.

Having a good script helps in many ways. First, it can help you have a clear message and plan the filming and running of the event. The script also helps with rehearsals and makes the presenters and guests look and sound professional. It’s not an easy task to get in front of the camera and talk; you have to be a great presenter and remember your message.

How did our event go? Overall, we got the attention we wanted and managed to achieve our original goals. Overall, I’m glad we went down this path and tried something new. It gave us the chance 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. Using these best practices can help make your product launch a success.


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