October 24, 2019
There are certain basic PR tactics that should be done as a matter of course when you are releasing a new product, from developing key messages and issuing a press release to establishing a target audience and seeding products with media.
In order to capture an increasingly distracted audience, your brand needs to take some extra steps to create a remarkably effective PR campaign. Here are some big ways to make your product launch pack a punch:
- Generate buzz. A teaser campaign is essential to building expectation and excitement for a new product launch. Start building anticipation weeks or even months in advance on social media with consistent, vague updates. Drop hints, such as cool features or new colors, or simply post images with a catchy headline or “coming soon” message. A fun, engaging teaser campaign will create hype and lay the foundation for a successful launch day. If possible, offer select editors some exclusivity with unique content to generate some high-profile coverage in the days leading up to the launch.
- Upgrade your press release. When it comes to engaging both consumers and editors, traditional press releases are getting lost in the shuffle. Consider distributing a multimedia news release, which can help bring your brand and new product to life with video, images, links, audio, social bookmarking and other compelling creative assets. A multimedia approach encourages more sharing among consumers and provides much more digestible information for the modern journalist, as well as more resources to help them develop their story angles.
- Create multiple videos. The importance and impact of video cannot be overstated. While they can take a lot of time, energy and resources to create, all your hard work will definitely pay off. The key to maximizing engagement and effectiveness are several catchy videos that are one minute or less. For content hosted on YouTube or Vimeo, the videos can be longer and more in-depth. Videos produced to support a product launch should highlight the different product features, demonstrate how the product can be used in daily life or offer behind-the-scenes look at the product development or design.
- Go live. Making your product release a big deal with a launch event is a tried-and-true tactic. If you can’t coordinate your launch around an existing event, such as a trade show or big occasion like the Super Bowl, get the creative juices flowing to determine the best approach to gain face-to-face time with your target audience. Live events could be a charity auction, customer dinner or guerrilla marketing stunt. If an in-person event isn’t possible, you can still make it an occasion by hosting a webinar, Reddit AMA or a live social chat.
The bottom line is that you need to create a unique, effective PR strategy that suits your brand and builds enthusiasm for your new product, driving media, consumers and any other key players to act.