What’s the best way to launch a product?

There is a lot of pressure associated with the best way to launch a product. You can have the greatest product in the world, but if people don’t know about it or understand how it will improve their lives, you are in trouble. You may quickly go from ‘launch’ to ‘fizzle’. Product publicity (media coverage) is the most effective and affordable way to teach the masses about a new product and create their desire to try it.

To me, using PR to launch a product is a no-brainer. That’s because I’ve seen how powerful it can be. Media Relations Agency has been arranging media coverage for our clients’ products for nearly 35 years. 

We pioneered performance-based publicity with our Pay Per Interview® model, which guarantees clients get results for their money. So, we must be good at what we do. And for our clients to keep coming back for more media coverage, their publicity has to be effective. 

Here is why I believe publicity should be the foundation for any new product launch: 

  • It’s credible. It’s respected third parties saying nice things about your new product. It’s a producer or editor choosing to give valuable time to talking about your product. It’s an influencer eager to share news of your product with thousands of followers. 
  • It’s scalable. Each positive media story can be shared and posted (repurposed). This increases its reach and the frequency with which your audience receives the message. This is how even a local news story can have national reach. Each story can also live on indefinitely as you build your library of positive news coverage.
  • It’s economical. Consider how much you’d have to pay to arrange to fill a stadium with thousands of people, just so that you can tell them about your new product. There would be the space rental, equipment fees, advertising costs, staffing and security costs, etc. Now, consider that a single media story can reach thousands (or millions) of people within your targeted audience demographic. Not just once but again and again. 

Sure, you can try launching a product without using PR but why take the risk? Product publicity boosts visibility, increases leads and promotes trust with your audiences. Let’s talk about how you can use publicity to launch your product or service. Call me at 952-697-5269 or use this form to schedule a meeting with us. 

 

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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