The types of tech PR campaigns we do for our clients run the gamut. Whether it’s pitching a thought leader’s commentary around a news story, or promoting a spokesperson’s presence at an industry event, each campaign adds value to a client’s marketing and lead generation initiatives in its own way.
But, arguably, the most important campaign of all is the launch of a new product. A company’s product is often its bread and butter. So, a successful, well-thought-out launch with press coverage, a press release and social media support, just to name a few elements, has the power to help an organization drive revenue and visibility throughout the year.
However, a product launch isn’t always the way to go. Before a company and its tech PR team put in the time and effort necessary of a successful product launch , the value propositions must be clear. By launching a product without this, an organization risks alienating current customers and failing to attract new ones. After all, if it’s not obvious to a company why they need your product, why would they invest in it?
To determine whether or not a full-blown launch is necessary, or to strengthen a launch currently in the works, a company should ask itself a few questions:
1. Is There an Industry Need?
When drafting a product press release for clients, we make a point to highlight the hole within the industry, and the way our client’s product bridges that gap. A tangible, clear-cut way to do this is through statistics gathered from a credible third party, like an analyst firm. This helps clarify why a product is relevant, offering examples that highlight the industry need, as opposed to just spitting out facts. It also makes for a strong angle when pitching the news to our press and analyst contacts.
2. What are the Business Benefits?
Explaining what the product does is easy, and can usually be done with a spec sheet. Explaining what it all means is the hard part. When working with clients on a product launch we often ask the “why” questions that are more difficult to answer. We do this to better portray the business benefits in all launch collateral.
Is your product especially easy-to-use, meaning IT teams are able to direct more time toward innovation and other areas of the business? Say that! By explaining a product’s high-level value, there’s a bigger chance that it will appeal to CIOs and other IT decisions makers.
3. Does Anyone Like Your Product?
If so, ask them to talk about it! Having a customer (even a beta customer!) that is willing to speak positively about your product –whether it’s a quote in the release or a conversation with a journalist — is incredibly valuable for third-party support. Unfortunately, enlisting a customer to speak publically is often much easier said than done. If this is the case, we recommend briefing a friendly analyst on the product and have him or her offer a quote, or simply remain available if a journalist should ask for third party opinion.
There’s often a lot riding on the success of a product launch. To ensure smooth sailing from start to finish, an organization should keep these three questions in mind!
Want to learn more? Check out our free eBook!
In The Ultimate Guide to a Successful Product Launch , you’ll learn:
- How to plan before a big event or product launch
- The strategy behind promoting and publishing collateral
- How to approach social media and influencers before, during and after a launch
- What and how to measure to keep a campaign going
3 Questions That Will Strengthen a Product Value Proposition
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