“How to run a pre order campaign successfully?” You’ve spent time developing a great product and shaping it into something that customers will want the moment it’s available. But simply releasing it without a plan could risk blending into the crowd. So, how can you make your product stand out and encourage early commitment? A carefully planned pre order campaign helps you gauge demand, fine-tune production, and set a strong launch. In this article, we’ll break down what a pre order campaign is and share practical steps to set yours up for success.
The Concept of Pre Order Campaign
A pre order campaign means giving customers the chance to reserve a product before it’s officially released. Rather than waiting until launch day, they pay (either fully or partially) in advance, securing their item immediately. This approach allows you to forecast how much inventory you need, ease production uncertainties, and enhance your marketing efforts.
When you truly grasp how to run a pre order campaign, you can apply this strategy across various industries. From tech startups unveiling gadgets to fashion brands dropping limited-edition apparel, pre-orders generate early revenue and create a sense of community around your brand.
For instance, Tesla’s Cybertruck garnered approximately 650,000 pre orders, showcasing the power of this strategy in driving consumer interest and securing advance sales.
See more: A Step-by-Step Guide to Managing BigCommerce Order Status Efficiently
How to Run a Pre Order Campaign Successfully?
Setting up a pre order campaign isn’t just about announcing the product early. In fact, companies that optimize their pre-sales operations have seen a 6-13% increase in revenue.
Thoughtful planning is key. To run a successful pre-order campaign, focus on careful preparation, transparent policies, consistent communication, and targeted promotions. This way, you are sure that customers know exactly what to expect and stay excited about their early access.
The steps below will guide you from the foundational details to generating buzz and delivering the product on time.
1. Laying the Foundation for Your Pre Order Campaign
Start by setting clear expectations for when and how your product will be available. Build trust and excitement from the very beginning by making early supporters feel valued.
- Clarify launch timeline and availability: Establish a clear timeline for when pre orders open and when the product is expected to ship. Let customers know how long the pre order window will remain open and when they can anticipate receiving their purchase. A clear schedule reduces confusion and sets realistic expectations from day one.
- Highlight exclusive incentives for early buyers: Early adopters deserve something special. Offer perks like limited-edition variants, free gift wrapping, a small discount, or early access to related products. These extras encourage fence-sitters to commit sooner rather than later. Remember, the goal is to make pre order customers feel appreciated and confident in their decision.
- Establish clear pre order policies: Transparency matters. Spell out your pre order policies, including payment terms, cancellation rules, and refund procedures. Make sure buyers know if they’ll be charged immediately or only when the product ships. When you clarify these details upfront, shoppers feel secure, reducing the likelihood of misunderstandings and disputes.
2. Setting Up the Pre Order Process
Once you’ve laid the groundwork, ensure your platform and product pages facilitate a smooth pre-order experience. This way, customers understand what they’re signing up for and stay informed throughout the process.
- Enable pre order functionality on your platform: Your chosen platform must support pre orders. Many eCommerce solutions allow you to mark certain products as available for pre order rather than immediate shipment. This ensures that customers see the correct status, preventing confusion and keeping their buying process smooth.
- Customize product listings for transparency: On each pre order product page, highlight important details, such as the expected ship date, special terms, and how pre orders differ from standard orders. Displaying “Pre Order Now” buttons and stock indicators lets shoppers know they’re securing an item ahead of release. Clear, concise messaging on the product page can make all the difference.
- Automate email notification and updates: Set up automated emails confirming a customer’s pre order, informing them of order status changes, and sending reminders as the shipping date approaches. This keeps customers in the loop without you having to send manual messages. Timely communication builds trust and helps maintain excitement until delivery.
Watch more: 10 Useful Automation Flows You Can Apply to Elevate Store Operations
3. Creating Buzz and Anticipation
Building excitement before launch is central to a successful pre-order campaign. You need to engage your audience long before the product hits the shelves.
- Use social media teasers and behind-the-scenes content: Your audience is curious about what’s coming. Share sneak peeks, such as prototypes, design sketches, or behind-the-scenes footage. These glimpses help tell the product’s story, making it feel more personal and exclusive. When followers feel involved, they’re more likely to place a BigCommerce pre order.
- Collaborate with influencers to expand reach: Partner with influencers who share your brand’s values. Let them showcase your upcoming product, share their opinions, or offer their community a special discount or code. Influencers can add credibility and introduce your product to a broader audience.
- Offer limited-time bonuses to urge quick decisions: Create a sense of urgency with time-limited perks. For example, the first 100 pre-orders could receive a signed note from the creator, or customers might get complimentary shipping. Small, exclusive bonuses encourage faster decisions and help drive conversions.
4. Managing Customer Expectations and Fulfillment
A successful pre order campaign doesn’t end once the orders are in. It’s about keeping customers happy post-purchase. Timely updates, reliable customer support, and smooth delivery are essential to turning first-time buyers into repeat customers.
- Communicate shipping timelines and any delays: Once your pre order window closes and production gets underway, keep buyers informed. If there are any delays or changes in the timeline, notify customers right away. Transparency and communication go a long way in maintaining trust. Most customers will appreciate honesty and remain patient if they’re kept in the loop.
- Provide responsive customer support: Offer quick and helpful responses to questions about the product, shipping schedules, or policy details. Prompt, friendly support reassures customers that you’re present, reliable, and committed to delivering on your promises. Good support turns a one-time buyer into a repeat customer.
- Gather feedback and apply learnings to future campaigns: Once customers receive their pre-ordered products, encourage reviews or send out surveys. Learn what went well and where you can improve. This feedback will help you refine your pre-order campaign strategy for even better results next time.
BigCommerce BackOrder is a solution that allows stores to continue selling products even when they are out of stock, especially useful as you refine how to run a pre order campaign. Trusted by over 900 stores, this app by GritGlobal offers flexible backorder time settings, low-stock alerts, and customizable product information. As a result, businesses can capitalize on demand, recover significant revenue (with some cases increasing by over $20,000), reduce cart abandonment rates, and maintain a seamless shopping experience even when products are not yet available in inventory.
Conclusion
A successful pre order campaign goes beyond asking customers to pay early—it’s about building trust, excitement, and a long-lasting connection to your brand. Mastering how to run a pre order campaign involves streamlining the buying process, offering exclusive perks, keeping everyone informed, and tapping into creative promotions. This thoughtful approach not only delivers early revenue but also sets the tone for a strong product launch and a loyal customer base.Even with the best planning, inventory issues may arise. Solutions like BigCommerce BackOrder help maintain sales momentum. By following these steps and preparing for stock-outs, you’ll position your campaign for success in a competitive market. Get ready to see your pre-order campaign thrive, delighting customers who are excited to support you long before your product is available. For tailored solutions and support, contact us today to keep your sales running smoothly.
