4 Tips for a Successful Product Launch
We’ve directed many consumer product launches over the years in a variety of industries. Some are “hot products” that are coveted and others are unknown. Over time, we’ve gleaned some helpful tips and tricks to help you get significant media coverage that will help to drive interest and buzz, web traffic and ultimately, product sales.
Create a Targeted Media List
A media database is great, but cannot be your only source of media contacts. It’s just as important to review your list, cross checking each contact with LinkedIn to make certain that every person is still connected with a particular media outlet. It’s not unusual to come up with multiple changes after this kind of search. Sometimes LinkedIn will also have their preferred email address.
Hunt Down Freelance Talent
More and more we’re finding that freelance talent is significantly prominent in the public relations world. This means that the “editor” of a publication may be a freelancer and not on staff, working from the outlet’s corporate headquarters. Her/his email and shipping address may be different than on staff employees. Consider sending an email blast first asking for a response if they’d like an actual product sample. This extra step will save time and money in product mailings in the long run.
For the most part, journalists literally live on Twitter and rely on this social platform for collecting news and discovering new products. Make sure that your product has an active Twitter account and that you regularly post product photos and or videos that show the product in use. It’s proven that adding a photo, a hashtag or video to tweets increases user engagement.
Cast a Wide Net
Ultimately it’s better to reach out to more reporters in a variety of outlets. That being said, identify the top tier outlets on your list that are priorities. Look across all media platforms, including print, broadcast and online. Depending on the product you’re promoting, the top tier outlets may be challenging to access. That’s why you should fill out the media list with second and third tier media outlets as well.
What are some of the techniques you’ve used when launching a consumer product and securing media coverage?