Did you know that over 30,000 new products are launched every year? The bad news? 80% of them fail. Don’t let your new product be one of them. Having a PR campaign for a new product launch in place could make all the difference, as PR plays a key role in raising awareness, educating your audience and driving demand.
A new product launch is newsworthy by virtue of the fact it’s new. But that’s not enough to get the attention of the right journalists, publications and media outlets.
Whether you’re launching something new (or even relaunching a product), the PR strategy for a new product launch must be creative, tactical and cost-effective.
“PR Superstar – you are awesome! Jill Kent makes your PR experience truly enjoyable and the fact that Jill adds such a personal touch and has endless amounts of energy, passion and drive really does show in the fantastic return you receive.” – Scott Campbell, Brand Manager, Wolfpack Lager
Your new product launch PR campaign is likely to have different strands of activity. In my experience, a pitch that focuses on the human aspect, such as the story about the founders, is always likely to prick the interests of the trade and consumer press, as well as key industry influencers.
Outstanding visuals are important to have too, such as high-end photography, illustrations and infographics, or how-to videos that show real people using the new product.
Your new product launch PR activity may also include an invitation to key journalists and influencers to experience the new product first-hand. This may include a manufacturing tour around a factory so journalists can gain a greater insight. Or something as simple as sending the product in the post in a press pack.
Sometimes the PR plan for a new product launch will include an actual launch party or event that captures the imagination of the media. This could be anything from a roadshow or trade show launch to an intimate dinner or rooftop party. Of course, any PR activity is carefully planned to ensure maximum ROI.
I was hired by rugby players Alistair Hargreaves and Chris Wyles to relaunch their Wolfpack Lager. The product had officially been around since 2014, but I approached it like a new product launch and invited journalists and photographers to join Hargreaves and Wyles for a few relaxed pints of Wolfpack Lager near to their offices. Read more.
I also ran a new product PR campaign to launch US company Balsam Hill in the UK and gained coverage in every major interiors magazine from House & Garden to Ideal Home, as well as gaining celebrity endorsement. Read more.
A well-thought-out PR strategy for a new product launch can be the difference between being in the top 20% of successful product launches – or not. Find out more about putting together a product launch PR plan.