Product Tours Are A Lesson in Logistics

Media Campaigns Hinge on Thoroughness and Timing

Product tours can seem like one of the most obvious ways to attract media buzz and get your company some publicity, but putting on successful product tours has become a skill that relies on allocating the right amount of money (costs begin at $5,000) and making sure your product demonstration reinforces your messages.

That advice comes from the Software Publisher's Association's "PR Do's & Don'ts" new manual.

Tracking Media
Have you ever wondered how much Americans rely on TV as an information and entertainment source? We thought you might find this historical look at how TVs have penetrated U.S. households as a reason to keep broadcast pitching on your PR priority roster.
TV Sets Per Household
1987: 1.86 TV	1988: 1.90
1989: 1.94 TV	1990: 2.10
1991: 2.08 TV	1992: 2.09
1993: 2.15 TV	1994: 2.24
1995: 2.28 TV	1996: 2.36
Time Spent Watching TV Every Day
1987: 7 hrs., 1 min.	1988: 7 hrs., 3 mins.
1989: 7 hrs., 1 min.	1990: 6 hrs., 53 mins.
1991: 7 hrs. , 00 min.	1992: 7 hrs., 5 mins.
1993: 7 hrs., 13 mins.	1994: 7 hrs., 16 mins.
1995: 7 hrs., 15 mins.	1996: 7 hrs., 19 mins.
Sources: TVB & Nielsen

Any company, whether a dabbler in software products or leader in another industry, should be able to glean some worthy tips from this guidebook. What follows is an outline on conducting product tours to help you cinch top-notch media relations:

Target key editors and journalists for product demonstration appointments: Find out what kind of products each writer covers and set up product-demonstration sessions.

Follow that with e-mail confirmations that outline the date, time, presentation length and product you are reviewing.

Make sure the reviewer understands the product positioning. Each presentation needs to be tailored for his or her needs. Use modular add-ons to adapt your presentations. (Each one should last between 10 and 15 minutes.) Stress three to five main points and allow the reviewer to ask questions.

Practice the demonstration: we've all heard about those well-intentioned demos that flop when technology isn't your friend. Troubleshoot any problems that could arise days - not hours - before the tour begins.

Research each media outlet (and its pertinent publications) you visit.

Discuss the competition - this might seem like risky advice but it isn't.

You want to be able to explain the differences between your products and your competitors' goods. Strive for objectivity when you're discussing the competition.

Before you leave, repeat the main messages.

Record details of the meeting by noting any follow-up information you need to provide and use this as a launch pad for preparing your final analysis of how it went. (SPA, 202/452-1600)

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