The Perfect Product launch in five steps
Tuesday 17th July, 2018 by Jonathan Gabay
We have worked on product launches with some of the country’s biggest brands. We’ve found that a successful launch can generate the kind of buzz that ultimately leads to press coverage that in turn leads to sales. It comes down to the simple principle that the more people talk about your product or service, the better.
Here are KBAPR’s Five Steps to a Perfect Product Launch:
Preparation is everything. Launches take time – from booking venues to creating marketing materials. Whatever the launch, the sooner you put together a plan and put your plan into action, the better.
As a general PR rule, allow for at least four months preparation ahead of a launch. Whilst most press are online – special features still have to be scheduled. Of equal importance, make sure you have all your ‘back-end’ mechanisms in place – including slides (if needed) designs for invites…catering…posters and backdrops for photo opportunities… promotional take-aways….as well as systems for capturing enquiries and measuring feedback.
In the weeks leading up to the big day, combine PR with an online marketing strategy which incorporates social media, blogs or even vlog posts.
Schedule your product launches according to the time of year. Will the product make an excellent Christmas gift? Then make sure buyers have more than enough time to place orders for the season.
Motivate the team
Provide key team members with the resources to really understand the new product and associated customer service support needs –well ahead of the launch. Also, set reachable goals so that teams get to continuously enjoy ‘small wins’ in the lead up to the launch. For the event itself, ensure everyone knows their role and is fully briefed in everything from meeting and greeting, to having key answers ready beyond those addressed by whoever presents the product or service on the main stage.
Clearly, your new product reigns supreme. Nevertheless, from a PR perspective, an impressive venue can help attract great press as well as potential new customers. Be imaginative in your choice; always aiming to link the product to the venue.
Also, make sure the venue is easy to get to. People avoid unnecessarily complicated commutes. (The old adage, ‘location-location-location’ is just as applicable to product launches as it is to coffee shops).
I would suggest that if it is a serious B2B type of product or service that the launch should be at a prestigious venue. It’s best to opt for an unusual location that if needed, can also accommodate demonstrations, useful workshops and so on.
Fun and memorable
Product launches are celebrations! Make your event fun and memorable. Consider taking advantage of any of the venue’s additional amenities. Just keep in mind that you need to remain engaging and pertinent.
If you are launching a consumer product, you could even consider having it presented by a celebrity or having celebrities attend the event. (Providing that the new product or service remains the star of the show).
A few days after the launch, the hype will slowly ebb away. However, the day after the event offers a small, but a vital window of opportunity that helps maintain any hype just that touch longer.
Also, prepared post-launch social media activity could help pick up further enquiries. (The wider the gap between the original launch and following up leads – the frostier the prospects).
So, in closing… plan …implement and follow-up your product launch – including thanking people for attending.
…After all, the day of the launch is just that … the debut stage to when your product or service really rockets to the skies.
For help with launching a product, contact us here or call and ask to speak to Claire on 02077349995