With the economy having fallen on hard times, brand managers and their communications counterparts now find themselves faced with a difficult challenge: They need to launch new
products and services to stay competitive, but consumers' wallets--and those of the corporate executives funding these launch campaigns--are significantly lighter as financial
reserves dwindle.
Luckily, PR professionals are accustomed to negotiating difficult business landscapes without the big budgets traditionally enjoyed by their "frenemies" in advertising. The
current economic environment actually suits their skill sets, especially in the context of leveraging social media to build buzz around a new product. Key to success, though, is
attention to integrating marketing into the communications strategy early on, and then maintaining control over messaging from there.
"A key downfall of many organizations is keeping PR in a silo," says Tom Stearns, director of marketing and communications for Myvu Corp. "[During a product launch], PR
messaging must be consistent with the marketing message."
Thus, prepping to hit a product launch out of the park requires an up-front agreement to collaborate from PR and marketing. Once that marriage has been blessed, let the
strategizing begin.
*Test the water before jumping in. It's not unlike the theory that you should never go to the grocery store hungry, or without first making a list: Rushing into a product
launch without setting objectives first dramatically increases the likelihood that you will 1) Approach potential communications tools like a buffet-style dinner in which your
eyes are bigger than your stomach; and 2) Go hog-wild without regard for financial limitations, only to be hit with a big bill at the checkout counter.
"Develop a strategy first--don't just go to a PR firm looking for ideas," Stearns says, speaking to corporate departments that may be inclined to outsource product launch
projects before considering the capabilities they have in-house. On the flip side, agency executives should do an informal audit of their clients' internal assets, as a true
collaboration can cut costs for both parties.
*Identify the market need so you can position the product to meet it. Use the Internet as a research tool by scouring blogs, social media and product review sites to identify
themes in consumers' preferences, needs and complaints. "Don't underestimate the impact of a review," says Stephen Jones, executive vice president, GolinHarris (for more of Jones'
tips for sidestepping common launch mistakes, see sidebar).
Citizen journalists are also great resources, as they are often inclined to give you candid feedback on a product category that they cover consistently, those providing
valuable insight on what not to do when preparing your own launch. Then, Stearns says, "Share this information with development/research/marketing. Use it to improve products and
create new ones."
*Write the story; then, figure out how to tell it. Content may be king of the communications kingdom, but creativity is definitely the law of the land. After all, the content
must be delivered to stakeholders in a way that resonates and drives them to take an action, be it purchasing a new product, hiring a service, investing in a brand or just
becoming a loyal word-of-mouth ambassador.
Develop a narrative with a theme, Stearns says, but "don't fall for something gimmicky; do think creatively about how to apply marketing without [sounding] too much like
'marketing.'"
Another strategy centers on boosting the market- and mind-share of existing products and then innovating around that. Stearns offers the example of CardScan, a contact
management solutions provider. Executives focus on two promotional periods a--Dads and Grads, and pre-holiday--a year and put all their advertising and PR behind them. The second
year they took this approach, they developed a smaller product within their usual offering to promote it as an added value--a strategy that got the company additional media
pickup.
*Choose the right mix of distribution channels. Once you know what your audience wants, create it and then come up with the best way to tell its story. Now it's time to send
the new and/or improved product out into the world. In the days and weeks leading up to the official launch, spend time testing the product to identify potential flaws and
anticipate questions or criticisms that could come up. This is especially relevant to products and services with potentially negative environmental impacts, so be sure you can
back up any claims that the item you are promoting is green and/or sustainable.
*Ready, aim, fire. Launches traditionally involve big in-person events to introduce the new offering to the public, but that is a quick way to blow through a budget. Plus,
thanks to social media, it's no longer the best way to reach huge audiences.
Communications teams should gear up for a launch by teasing the upcoming debut on blogs, social networks and community forums. Build buzz by giving target audiences a personal
stake in the campaign. Consider the following strategies to directly engage stakeholders:
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Create contests to get consumers involved, and offer the new product as a prize/incentive for participating.
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Develop a countdown widget on the corporate Web site that tracks the number of days left until the launch. Make it something users can grab and put on their own blogs,
social network profiles, etc.
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If applicable, post a video demonstrating the new product in action. Even better, have the CEO do the demo to get a double dose of branding.
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Create a social network for brand enthusiasts that offers them insider information, discounts, advance trials, etc. Their support will translate into free post-launch
publicity--something that's invaluable regardless of the economic state.
*Create an online community for the product/service's target audience to interact post-launch. Rebecca Farrell, senior account supervisor of HealthStar Public Relations,
highlights GlaxoSmithKline's effective use of digital media around their new pharmaceutical products, citing the message boards they create for patients who are taking new
prescription drugs. The message boards are a place for consumers to engage with the brand, become part of a community, ask questions and provide feedback on any complications or
side effects. This information, in turn, informs the strategies created for future launches.
No matter what industry your organization operates within, the current business and economic environments present trying times for executives. That said, opportunities abound
for communications professionals to take the lead and make big things happen with small budgets, especially within the context of product launches. It's just a matter of getting
creative, thinking ahead, putting the consumer first and, of course, leveraging the power social media has to connect stakeholders with brands, without emptying the pockets of any
of the involved parties. PRN
CONTACTS:
Rebecca Farrell, [email protected]; Tom Stearns, [email protected]; Stephen Jones,
How To Sidestep Common PR Launch Mistakes
- Don't forget: these are extraordinary times.
- Don't do anything without an ROI check.
- Don't hit and run, especially now.
- Don't be afraid to look beyond traditional media.
- Don't skimp on the preparation.
- Don't always lead with the product.
- Don't underestimate the impact of a review.
- Don't go it alone.