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Embed a count down widget onto your landing page to show how much time has left until the start and catch the visitors’ attention.
Let the interested viewers sign up to a mailing list to receive a notification when the product is available. This way, you’ll both verify if the product got anyone’s interest, and if so, grow your subscribers list.
If you enable pre-orders, make sure to point out the benefits of signing up to the mailing list for the interested viewers. How are you going to reward the ones who decide to buy first?