A successful product launch depends on several significant details all coming together seamlessly: a great idea, months of testing and preparation, a clever marketing angle, and thoughtful timing. Managing all of these aspects can definitely be tricky, but it’s not impossible. However, there are a few PR mistakes that brands can make on the road to bringing a product to the market. To make sure the stage is set for success, consider the following aspects when planning your next product launch.
Empty buzzwords and canned catchphrases can rub customers the wrong way. It’s important to not underestimate today’s audience—they are savvy, informed, and have a wealth of information at their fingertips. Furthermore, if your product campaign’s message is inauthentic, you run the risk of someone potentially putting your brand on blast. This can not only throw a wrench in your product launch, but it can also damage your brand’s reputation in the long run.
Instead, make every effort to be real with your audience. Be honest and raw, and allow your message play to those human elements that your brand and product best represent. When you show customers that you genuinely respect their values and intellect, they will appreciate it—and be more likely to invest in what you’re offering. This can help elevate your product above others, as well as assist your brand in becoming trustworthy and memorable.
Not Having Share Worthy Content
Today’s media is flooded with companies vying for coverage, and this means that individuals are constantly inundated with content. When your audience is sifting through messaging at an accelerated pace, it’s crucial to set up your product marketing to grab their attention. When you don’t give potential customers something to talk about, they won’t—plain and simple—and your campaign is dead in the water.
Taking a note from above, people need something authentic that they can relate to. With this in mind, it’s imperative that your target audience is considered with every word choice, every visual. And don’t be afraid to aim straight for the heart—emotional connection can go a long way.
By having a message that is tuned in to how people feel and gets them to pay attention to your content, you’re also encouraging them share it. Successful marketing choices not only convey emotion and establish connections with customers, but create the potential for a campaign to go viral—the ultimate goal in getting your product in front of a wider audience.
Relying on Press Releases
In the modern market, simply outlining your product and campaign in a press release isn’t enough going to attract attention, especially from your target audience. Although not completely antiquated, press releases do have the potential to seem dry and impersonal—exactly what we’ve discussed you want to avoid with the messaging regarding a new product.
In addition to making sure that your content is relatable and interesting, it may be worth limiting your brand’s press releases to when they are absolutely necessary. And when might that be? When they offer more to boost your visibility and significance in the market. This can translate into data that illustrates your product’s value and popularity, and different forms of content that can be used among other marketing channels, like videos or infographics.
Need Help with Your Next Product Launch?
If you are interested in elevating the PR strategies used in your product campaign, but aren’t sure where to start, we are here to help. We offer the expertise and support that is so vital to helping brands grow. Send us an email today to set up a consultation and to learn more about our services.