There was a time when PR mostly was about trade shows. Sure, products launched using a variety of PR tools ranging from satellite media tours to traditional press releases and, later, social media. But trade shows always seemed special. They were vibrant environments where brands and press converged to network, discuss trends and see new products. For many companies, nothing compared with a trade show for launching products.
That was the world where many of us cut our teeth, made contacts, launched brands and products and perhaps found jobs. From CES and the NAB Show to Comdex and the Global Pet Expo, many a communicator thrived on the energy of trade shows, connecting business executives with reporters, seeing some of the latest innovations and exchanging ideas with people from around the world.
If you’re like me, another sad aspect of the pandemic is that it has ended, for now, live, in-person events.
On the other hand, this in no way lessens the important missions that trade shows served–launching products, amplifying brands and educating the public.
Now that trade shows are suspended, or have gone virtual, brand communicators and marketers need to rework their strategies to launch products.
Here are a few factors to consider.
Define the Audience
As with any campaign, there’s a bevy of preliminary work need before launch. For a product debut, one of the first jobs for the marketer is to identify the audience. Decide if you are going wide with the launch strategy or targeting a vertical audience.
This is a key differentiator in how you should approach a launch strategy.
The Multi-Pronged Approach
To reach a wide range of potential customers, create a multi-pronged approach. For example, you might consider using an influencer or several to spread the word [see “Influencers”page 4 in this edition]. Other tools include a social media blitz and a PR campaign to get out messages about the product.
The point of a multi-pronged campaign is to:
- come up with an outreach strategy that gets the product in front of the most people possible
- coordinate the launch announcement with all aspects of the enterprise, including distribution, customer service etc
- include a reach-out to influencers in exchange for product or monetary compensation
- coordinate schedules throughout the enterprise to allow for in-depth research about how targeted consumers will use the new product
In addition, conduct an audit of the competition and other needed research before moving forward with the launch.
If the product is aimed at verticals, there may be a good virtual conference to team up with so you can reach a targeted number of buyers. More likely than not, there also are key publications in the product’s space that should be targeted. Compile a list prior to launch and send them your news.
Virtual Events
Similar to targeting an audience, as mentioned above, look for virtual events that align with the target audience for your product and weigh sponsorship opportunities.
Sometimes sponsorships are exchanged for speaking slots. This can be a good opportunity to communicate directly with buyers who have demonstrated interest in the vertical because they are attending the virtual show.
There are several large companies that have moved forward with virtual conferences, complete with top-notch keynote speakers to attract a lot of eyeballs.
Make sure that the conference you are interested in has marketed correctly to the those attending it, and that you will have access to lists of people who attended session where your executives spoke.
Be Strategic About Wire Services
Another way to help boost the number of decision-makers and/or consumers who will learn about the product’s launch is to construct a strategic communication plan.
Start a launch plan that identifies: the target audience(s) for the product, goals for the communication plan and key message points that you want media to share about your product.
In addition, research stories and data that support why your product is needed in the industry that you are targeting. Similarly, with a consumer product, include data and articles about why this product is a must for consumers.
Your strategic communication plan should include press targets, contact information and a detailed timeline for the launch.
Do I Need a Wire Service?
Depending on your situation, you also might turn to a wire service to launch press releases about the launch. In part, it’s one way to ensure the news is searchable.
A wire service isn’t always necessary, and it shouldn’t be the only approach for getting out a news release, but it is a good option when your in-house PR team lacks resources for media relations.
Allocate Dollars for Digital Advertising
Another good tactic for bringing a product to market is to digital advertising. When done correctly, digital advertising can be very effective. It can easily double your spend when your ad creative is engaging and interesting, and the targeting is accurate.
Consider A/B testing, email campaigns and lookalike audiences. All of these tactics are necessary for a successful digital campaign.
Storytelling is Key
Spend time telling the product’s story–and most important, don’t complicate the message. Quickly, explain why the brand and product exist. It is critical that this part of the story is direct.
Similarly, it does not need to be something that is so wordy that no one can understand the product’s value proposition. Just the opposite, in fact.
In addition, do not overlook the importance of having an engaging story that grabs at the core of the company’s existence.
Go back to the old who, what, why and how methodology of writing and create a compelling backstory that will have people understanding exactly what the company does the first time they read or hear about it.
If you lack good writers in-house, consider outsourcing the content process.
‘Should I Launch During a Pandemic?’
A lot of companies are delaying product launches. Certainly every circumstance is different, but for many, the advice is not to wait.
People continue to consume. In some cases, even more rapidly than before the pandemic.
Businesses continue to run, albeit generally at different speeds and in different capacity than before. Still, overall, business continues moving forward.
Admittedly, things have changed as a result of the pandemic. They will continue to do so. Society is adapting, and business is indeed taking place.
Don’t hold off on your launch despite the move to virtual marketing, which now is a staple of the pandemic environment. Embrace it and look creatively at ways to bring products to market outside of the tried-and-true trade show. One thing we know for sure is society still needs new products.
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