When opening a store, launching a product, or kick-starting a new digital campaign, there are many factors to consider. Perhaps one of the key things every business has to consider when launching a product is whether to opt for a soft launch or hard launch.
You might think that the choice depends on where your product is in its development stage, but there’s much more to it than that.
In this article, we will compare a hard launch vs. soft launch, and when it makes sense for your business to use one strategy over another. We will also provide the pros and cons of a hard launch and soft launch so that you’re well informed of each.
What is a soft launch?
A soft launch is the launch of a product, service, or campaign for the first time with little or no fanfare or formal announcements.[1] It’s more like a preview launch. It can also refer to the gradual release of a product—i.e., releasing it in stages—which allows room to slowly develop the product into an offering that’s more ready for the market.
Soft launching a product means releasing an initial, less robust version. It’s the launch of smaller components before the release of the final, comprehensive product, service, or any other offering. The initial versions allow businesses to gauge customer feedback or response and make the required changes in the upcoming versions. This evaluation is based on predetermined metrics agreed to by all the parties involved in product development.
Since a soft product launch happens with a limited audience or in stages, customer expectations are often low. This is because customers understand that a company is just starting to launch an offering. However, it’s important that businesses take feedback from customers during this phase and analyze the responses to make modifications for a better user experience before launching a full-fledged product.
Many retail stores and restaurants host a soft launch before hosting a more formal grand opening. This allows them time to get the store ready, work out accounting, and ensure they’re adequately stocked. When it comes to a soft launch online, an alpha or beta test version of a software product is first launched.
What is a hard launch?
A hard launch is the formal official launch of a market-ready product that has no bugs. The media and public at large have seen a formal announcement; therefore, more people know about the launch and are paying attention to it.[2]
A hard launch is great for garnering attention from the media and potential customers. Grand store openings (complete with celebratory ribbon-cuttings), releasing a computer game, or kicking off a marketing campaign on social media are all great examples of hard launches. The event—offline or online—details are made available to the public at large.
The challenge with a hard launch emerges when there are issues with operations. If there’s a technical problem or if an offering doesn’t connect with the target audience, customer engagement or response can get severely impacted. This can occur, for instance, if a restaurant is too slow in getting food out or if a marketing campaign fails to have the desired impact on its target audience.
Soft launch vs. hard launch: The key differences
When it comes to a soft launch vs. hard launch, the primary difference is the state of readiness. A soft launch implies that your product is not quite market-ready or that your staff may need more time to prepare. A hard launch, on the other hand, means that everyone and everything is ready to go.
A soft launch may not launch a complete product or may be released to a smaller audience. However, a hard launch is released to its entire audience, and the product is complete. In a soft launch, people will not be surprised if changes are later made to the product; that is not the case with a hard launch.
There are also differences in outcomes. With a soft launch, it will take time for a campaign or product to make a noticeable impact on a target market in terms of sales engagement and success, brand awareness, and user acquisition. With a hard launch, results will likely be more immediate and noticeable.
When should you use a soft or hard launch in a digital campaign?
When it comes to a hard vs. soft launch for a digital campaign, there are many things you should consider before choosing. We’ll go over a few here, but let’s begin with a soft launch.
Before committing to a soft launch, you should run an A/B test. In A/B testing, you test different versions of a digital campaign based on variables such as messages, text, and graphics.
A/B testing helps determine which version of an ad campaign is getting the best reaction from potential customers. Once you have that data, you can create the final campaign version. From there, you can launch the campaign feeling confident that you’re using the best aspects of the ads you tested.
A soft launch can also help identify bugs or challenges within your campaign. It can, thus, help smooth out the rough edges. Opt for a soft launch if you aren’t completely confident that you’ve worked out all the kinks in your product or service. But if you’re confident that you’ve done everything you need to do to create a first-rate product, you should be good to go with a hard launch.
Remember the audience for a hard launch will have already shown significant interest in your product.
How can you maximize the effectiveness of each?
Using multiple media channels can maximize the value of a hard launch. A mix of digital marketing, PPC campaigns, and social media marketing can reach a larger audience, improving the turnout rate and the ROI from your advertising spend.
On the other hand, you can use social media to promote your company’s mission and value statements. This allows your target audience to connect with your company values before attending the hard launch.
To maximize the effectiveness of a soft launch, you should invest in customer service. Your target audience won’t be familiar with your product or your company, so good customer service will give the impression that your company cares about its customers and its products. This increases the likelihood of reaching your sales goals.
Another way to have a more effective soft lunch is to test your products before your launch date. Double-check the packaging, software, and POS systems you’re using on the launch date. This reduces the risk of technical mishaps.
Make the most of your launch
As you can see, the answers to “What’s a hard launch” and “What’s a soft launch,” are pretty packed. Both are great options for new businesses looking to introduce their product to market. However, the decision of which to use ultimately depends on your end goal.
Whether you choose a soft or hard launch, remember to treat the customer as king. Good customer service will maximize the effectiveness of your launch and promote a non-toxic company culture that people will want to stand behind.
