How to promote a new product

“It’s always surprising how few companies (and more surprisingly PR firms) have figured out how to get a substantial amount of media coverage for their company and products. It’s almost a given when you study the history of cash cow brands that you find media coverage played an integral role in their success.” 

Excerpt from Lonny Kocina’s book, “The CEO’s Guide to Marketing” 

I respect all of the hard work that goes into creating a new product. That’s why I enjoy helping businesses take the next big step: starting that product on its climb up the ladder of fame. You’ve got to nail that first impression! Media coverage enables you to explain your product’s benefits in detail. 

There is a logical order to how a new product should be introduced. Media coverage is the perfect tool for companies whose products are in the early stages of the Product Lifecycle. During the introductory and growth stages, people have no idea what the product is or what it can do for them. They need to be taught. To create demand for your product, you’ve first got to teach people about its merits so they understand why they need it. 

Publicity is valuable because it reaches the masses; it explains what the product is and what it does. The reach of a media story is like telling your product’s story to a packed stadium. And while a product is new, it’s especially newsworthy.

Media coverage is also the best promotional tool because it gives your new product third-party credibility, it’s easy to repurpose in other promotional channels. It’s also the greatest value. You can reach thousands, sometimes millions, of people with a single story. Then you can repurpose that story for even greater reach and longevity. 

In addition, revenue lags behind expenses. Money tends to be tight. That means reaching lots of people and teaching them about the product has to be done inexpensively.  With our Pay Per Interview Publicity® model, you are charged by the story we arrange, not per hour we work.

I’ll bet you can think of at least one favorite product that’s not around anymore. You may have thought that it would be around forever. It’s not enough to create a big introductory splash then expect sales to keep rolling in. It takes a strong marketing strategy to prepare for the next steps so you don’t lose momentum. 

Media Relations has earned a strong reputation for our ability to assist companies with successfully launching new products. By using marketing best practices, we help businesses avoid the common and costly mistakes that can derail a product introduction.

Media coverage is probably much more attainable than you think. Our publicists are industrious and creative. We think of story angles that attract the media’s interest. Our team has arranged tens of thousands of media stories. We have a good idea of what the media is interested in. 

Contact us using this form or by calling 952-697-5269 to find out what happens to your sales when your new product is showcased in newspapers or magazines, or on television or the radio. 

 

Written by Jennifer Hanson

Senior Publicist Jennifer Hanson has been with Media Relations Agency since 1997. She plays an integral role in strategic media planning and clients’ campaigns. Jennifer has secured thousands of interviews and placements in radio, television and print. Her creative approach has earned her numerous company awards for excellence, and placements with top media outlets across the country. Jennifer has expertise in working with national broadcast outlets, and has placed her clients in such shows as Oprah, The Today Show, Weekend Today, Fox and Friends and others.

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