Creating a memorable, exclusive experience for your most valued customers is key to a successful invite-only launch. Your wider launch strategy might include running a number of launches and different launch mechanic types to achieve several goals.

Here are a few key considerations when planning your launch strategy:

• Reaching the right audience Are you targeting new customers, existing loyal members, or a mix of both? Balancing exclusivity and reach is important for maximising engagement and brand loyalty.
• Fairness and authenticity Ensure your launch stays true to your brand by prioritising real fans and loyal customers over opportunistic buyers.
• Maximising sell-through How will you ensure that your inventory is fully sold while maintaining the exclusivity of the launch? Pairing invite-only launches with other strategies (like public ballot-type launches) can help achieve this balance.

Tips & tricks

• Use invite-only launches to reward loyalty members or top spenders.
• Pair with a public ballot-type launch to offer early access to loyal customers, while still engaging a broader audience.
• Consider launching as part of a larger brand campaign to generate buzz and excitement.
• Plan ahead about how you’re going to communicate this launch with your customers, before, during and after the launch.

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Next step: Define your audience

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