What can be done to get journalists interested in a product? A product launch involves a lot of components that have to be synchronized to deliver success. PR for a product launch can reinforce its advertising and influence the target audience. PR has a crucial role to play in the process of a product launch, including its preparation. Given below are ways to make sure that PR for a product launch doesn’t fall flat.
Create a market buzz
PR companies are increasingly relying on social media as one of the important media channels used to endorse their products. It is important to identify the marketing pain points that a new product is trying to solve. This should be followed by establishing a market need in the press. An effective way to do this is to release survey results or data that creates a buzz around the product. Reaching out to influencers who would put in a good word about the product would also be helpful.
Build relationships
Reaching out to reporters well in advance of a product launch is always beneficial. Following journalists and complimenting them on their work is also useful. Before contacting them about a product launch, it is important to establish a foundation or a trusting relationship. This helps generate appreciable coverage about a product being launched.
Build anticipation
Due to the pandemic, traditional product launch methods such as in-store sampling and launch events have been limited. Now Is the time to make the most of social media platforms. For instance, for its partnership with Loop, DanoneUK used Instagram to build anticipation, posting videos and images. Teaser content can get people talking about what a product could be.
Collaborate with the target audience
If customers are directly involved in promoting a product, they will be more invested in a launch campaign. This strategy shows that a brand understands who its customers are and what their needs are. For instance, Lifesize, a firm that offers video meeting solutions, had an innovative solution during a product launch. They held their product launch at the Interop trade show, an event that brought together thousands of IT professionals from around the world. It was the perfect opportunity to get in front of their target audience, show the unique benefits of their solution, and position themselves as the emerging market leader. Within a few weeks of wrapping up the trade show, Lifesize was fulfilling more orders and running more meetings than they had initially anticipated.
Prepare an online press kit
An online press kit is essential, providing press contacts with information about new products 24/7. A press kit should include a press release, an overview of the given company, high-resolution photos or artwork, and the info of a company media contact. There may be supplemental information in the form of product reviews, testimonials, and company fact sheets. The press kit materials should be uploaded to the company’s website, and a link should be added directly to it from the product landing page.
Ronn Torossian is CEO of 5W, a leading PR agency.
