Let's Nail a Successful Product Launch

When it comes to physical products in the media, there is so much opportunity to share the news of your new launch through public relations. Reporters and media outlets are ecstatic to highlight new brands consumers want to buy. Whether it's a Diwali gift guide or a round-up of trendy products, journalists are constantly looking for hot new product launches to share with their readers.

As we are starting up with some crazy fun PR activities at QuickTouch, it opens a whole new chapter for us to focus on. However, one must ensure that the brand is ready for success before launching when it comes to product PR. Take note of my tried-and-true rules for generating interest as you prepare for your launch.

Add To Your Initial Online Persona

Start building your own social media presence months before your brand launch, even before you're ready to announce it. You should also begin to promote yourself as a thought leader and expert in your field. For example, if you intend to launch a new AR/VR or face recognition system for schools, establish a reputation in the media as a Tech expert. Offer your unique experience and expertise to journalists as a source on related topics, write contributed pieces in relevant media outlets, and share your unique experience and expertise with as many schools or educationalists as possible. When you're ready to announce your launch, you'll already be a recognised expert in your field.

Set Your Product Up For Success

A press release and media kit are nice, but they are unnecessary for a launch. These tools can help your brand clarify product details, but you must also ensure that you give journalists what they want. They'll need the main points outlined concisely.

Consider who this benefits. What issue or problem will this product address? What distinguishes the product? They'll also want professional, high-resolution photography. Make sure to include some lifestyle shots as well as product-specific imagery.

Last but not least, affiliate networks and programs. In recent years, media outlets have begun to require affiliate programs to feature products in gift guides, shopping lists, trend reports, and other publications. Do your research and get your product ready for the media!

Parse Your Partnerships?

Before your launch, it may be beneficial to align your brand with any relevant public personas, such as influencers, celebrities, or on-air experts. Their support will help establish your credibility and provide journalists with a reason to think about your brand. They may also have media contacts and can make introductions to help your launch. If these are out of reach, consider what other partnerships could help your launch (i.e., a like-minded business or local non-profit). Whether it's an existing relationship or you're looking for a like-minded person or brand to connect with? These collaborations have the potential to go a long way.

Suss Up Your Sampling Strategy

Before putting their name behind a product, most editorial contacts want to see, feel, and test it physically. Brands may incur additional unplanned expenses if they do not budget accordingly.

Develop your sampling strategy before launch and answer questions: How many samples do you want to send? Do you have a minimum size requirement for various media outlets or influencers to send samples? Will the samples have to be returned? We generally advise against sending unsolicited samples without first reaching out and determining interest levels.

Another disclaimer: not all of the samples you send out will result in media coverage. The majority of the requested samples sent out will generate media coverage at some point, but it is critical to have net loss expectations in advance.

Wrangle Reporters?

It's critical to keep an eye on the trends that journalists are writing about, keep an eye on stories, keep a pulse on the writers you want to target and pitch them in the way they want to be pitched. Follow them on social media and start genuinely engaging with them. Provide them with helpful information to complete their tasks as quickly as possible. This will help position your brand as the go-to source for media coverage in the future.

Including public relations as part of your product launch strategy will be beneficial to your company's growth. At QuickTouch, we are coming up with some exiting new PR activities, stay tune!!