If you are one of the lucky ones to have invented a new product, or even better a new product category, the likelihood of it being successfully introduced to the general public without public relations and marketing support is highly unlikely. The proverbial horse won’t drink the water unless you take him to it, so to speak. So how do you accomplish this?
Well, first and foremost is the use of a public relations agency that will work with you to develop a brand strategy as well as a launch strategy. Working with both the traditional (print and broadcast media) and the new media (social and websites), an agency experienced in new product and new service introductions will often initiate the following media tactics:
- Press Releases. There are certain basic PR tactics that should be done as a matter of course, when you are releasing a new product, starting a business or want to tell the public about any new business related development. Press releases are probably the best known PR technique of all.
- Media desk-side briefings. In an instance where you have actually created a new product category (lucky you), the PR agency may set up a series of one-on-one meetings right at the media outlet’s office. More cost-efficient then a press conference, and obviously more intimate, the PR person can describe and actually demonstrate a new product.
- Product reviews. New product reviews by critical media and bloggers only help to elevate your product’s visibility among your target audiences. Public relations agencies may distribute product samples to targeted media for review, and good reviews may be posted on your product website as a badge of honor.
- Contests. Working with the media, your public relations agency may suggest implementing a consumer-based contest in a magazine or newspaper. With this, the media will call upon their readership to actually participate in a contest, the prize being your product sample.
- Spokespersons. It is always wise to appoint either a client-based internal spokesperson as the media liaison, or, if not available, to seek out, train and work with an external spokesperson, such as a celebrity, book author, etc. Often you can work a deal that you will allow the book author to promote his/her book in return for promoting your new product—in that way you can avoid having to pay for their time.
- Live events. Live events can include many different possibilities, from the conventional to more outrageous guerrilla marketing tactics. Involvement is trade shows, charity events and publicity stunts are the kind of thinking out of the box tactics that a good public relations agency can suggest and implement on your behalf.
A well timed and clearly executed public relations program can go a long way to helping successfully introduce a new product, service or business. How else will you get those horses to drink the water?