Product Launches. Tips for success; how can an agency help you?

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Picture a launching pad; nothing particularly wondrous to look at but certainly useful. Keep in mind this ‘simple’ looking pad’s sole purpose is to ensure that an object lifts off or ‘takes flight’. Case in point – a skyrocket, without a launching pad a skyrocket would not be able to lift off. The concept very much applies to that of a product launch. Without a launch, your product won’t necessarily lift off or take flight. Your product needs a bit of a push to enable it soar. Consider your product launch a way of releasing your product to the masses, making high flying success possible.

The reasoning behind a product launch is pretty logical and by all means obvious. Yet, there’s no mistaking that its contribution is vital.

Without any references made to your innovative and up incoming product, how will potential consumers know to give it a try? This should be reason enough to fork out and spend money on a professional and well-executed product launch. It may seem that a product launch requires little effort but the truth is that skill and strategy are extremely important, if not essential. If you direct your product well (hit the bull’s eye), you’ll benefit immensely. If not, you could stand to lose and waste tons of effort, time and more importantly money.

Time is money and money is something you most certainly can’t afford to lose…

So why not call in the experts?

Using the expertise of a PR Agency

Experience and the know-how separate you from the marketing professionals. While you have years of experience in your field, these professionals have gained brownie points in theirs. With this thought in mind, don’t you think it’s best leaving it up to the experts? Initiating a PR program for a product launch takes special skill, including the ability to make the media and analyst communities realise that something new has come along that is worth their attention. Established or well-renowned PR or marketing companies particularly those with years of experience can help your product gain visibility through launch activities.

Eventually all these marketing efforts will ensure that your product will rise through the ranks, and get people talking – there’s nothing better that generating some good old word-of-mouth advertising. Remember, a professional company will ensure that your company and product gain recognition. Also, consider it a networking exercise for your company and product, which always comes in handy.

Factors to take into account

There are a few factors that you should take into account when considering employing a specialist company to launch your product. Ask yourself a few important questions before implementing your launch, such as; how confident and successful the professionals are at managing your PR and dealing with journalists. Whether they’ve been involved in crucial product launches before. Also, consider whether you face potentially controversial or sensitive issues. Establish whether you’re involved in an industry that's in the media spotlight.

Also consider how much time the product launch will be costing you.

Clued up on the details

Always get quotes on how much you'll be paying and what you'll get for your money. Preparation is the key to a successful outcome. How much will it cost to write a press release? More importantly, who'll be doing follow-ups and answering queries arising from the release you or the agency? Are you getting 24 hour cover or just an event or press release-based service? Like your business, PR agencies will have fixed costs to cover. Decide how much actual PR output you're getting for your money. Assess how interested the agency is in your business, and whether it understands it. Make sure you establish clear objectives from the outset and communicate these to the agency. At the end of the campaign you can compare your results against these original objectives to assess whether you have obtained good value for your outlay.

The costs implications

Consider using a PR agency if your annual PR budget is greater than £10,000-£15,000. For smaller one-off projects, you can employ freelance PR agents. Day rates can range from £300 upwards. Choose an agency with relevant experience and contacts. Getting publicity in national newspapers, television and radio is extremely difficult without a suitable agency. Provide a clear briefing on what you're trying to achieve. Explain what makes your company and products different. Plan how the PR agency will work with your other promotional activities. Be wary of agencies that see PR as the answer to everything, with no thought of alternatives such as advertising.

Boomerang your business

When you give your potential clients a great product launch or introduction, you’ll reap the benefits. No matter how good the created product is, packaging it to become saleable to consuming public is what is essential first. Most often the success of the product will rely also on the product launching. This is the first sign that would tell you that this product will generate tremendous income. So, make sure that the company you choose plans aggressively, executes with great care, and is flexible and ready for the unexpected.

When going along this route and implementing your product launch, make sure you leave a lasting impression that’ll boost your business sales and create massive interest. Remember that the professionals are equipped with tried and tested wining product launch strategies, since it’s there business and what they should be doing best. It will certainly stand you in good stead to approach a reputable company find the best possible ways and methods to launch your product – first time round. After all, there’s nothing worse than trying to breathe new life into a damaged brand image. If you going to do launch your product, best you leave it up to those in the know.