Launching a product on the market or expanding the offer with another service is a significant challenge. In times when competition doesn’t sleep and consumer attention is increasingly fleeting, even the most groundbreaking idea can go unnoticed without proper public relations efforts. See how cooperation with a PR agency can translate into interest in your company’s new offer and long-term business success!
Are you wondering what public relations really is and what benefits it can bring to a brand? You can read more about it here.
In this article you will read:
- why it is worth cooperating with a PR agency when launching a new product or service?
- at what stage of the product life cycle it is worth involving communication activities?
- how PR activities can help attract potential customers with a new product and stand out from the competition?
- what public relations activities can support the introduction of a new product to the market?
- what effects you can expect by using the services of a PR agency when expanding a brand’s portfolio?
Introducing a new product – why is PR necessary?
Introducing a new product to the market should be supported by tailored PR activities. A finished product and its availability for sale are not enough to attract the attention of potential customers. The assortment itself has no voice – it cannot talk about its advantages or convince to try it. Of course, products from well-known brands might speak to consumers through their reputation, and packaging and leaflets provide valuable information. However, the market for new products is saturated, so all this becomes important only when something intrigues potential customers enough to make them dedicate their time and attention. So how to stand out from the competition and break through the informational noise?
In this context, PR communication is key, which will help reach the audience’s consciousness in a natural way – including. through messages tailored to the target group in the media, collaborations with influencers, or other unconventional activities. Thanks to activities carried out by a professional PR agency, a relationship between the brand and the consumer is created, prompting them to pause, pay attention and ultimately – choose the given product or service.
Launching a new product – what does cooperation with a PR agency look like?
Cooperation with a PR agency when launching a product on the market starts even before the product reaches final sale. This is the best moment to establish communication that can influence the entire product life cycle and achieve business success.
So how should launching a new product supported by an agency look? At the beginning, the client provides all the necessary information about the novelty as well as the brand itself. At this stage, it is determined including. product or service differentiators, its recipients, the needs of the target group, promotional brand activities, the launch date, and distribution channels are covered. Competition is also discussed, as well as, of course, the goals the company wants to achieve. At the same time, a dedicated team conducts independent research to deepen their knowledge and look at the project from a broader perspective.
Next, a product launch communication strategy is developed. This is a document that answers the questions of what, to whom, and how to communicate in order to build the desired image of the product being introduced to the market. The PR strategy includes including. key messages and communication goals, the tools with which they will be realized, target audiences and media, as well as the implementation schedule and activity budget. The agency may also propose cooperation with an ambassador who will enhance the credibility of the new product, provided the brand is not yet working with such a person. The strategy is discussed in a meeting with the client, and after its approval, the process of implementing activities begins.
Product launch – standard communication support
Are you planning to launch a product and wondering what cooperation with a PR agency will look like? A dedicated project team, planning long-term communication activities supporting the product launch, individually adjusts the PR tools with which the set goals will be achieved. A standard element of PR activities is media relations, which means building and maintaining relationships with the media. This primarily involves preparing and delivering interesting press materials about the new product or service and arranging interviews with its creators, ambassadors, or experts. Thanks to this, journalists have the chance to learn about the brand’s existence, become interested in it and its novelties, which results in publications in the press or on the Internet that potential customers will come across.
An example of media relations activities supporting a product launch is those carried out by our agency for the men’s skincare cosmetics brand true men skin. Within the cooperation, we prepared including. press releases about novelties, advisory articles, or brief product profiles highlighting the most important features of the products. The result of these activities was numerous publications about the brand and new products in the press and on internet portals. We also arranged interviews with the brand founder, an expert – a dermatologist, and its ambassador – Maciej ZakoĹ›cielny, which appeared on top websites, radio, and television.
As part of media relations during a new product launch, creative packages with products or invitations to try the services are also prepared. This gives journalists the opportunity to experience the offer “live.” It is also a great pretext for the media to conduct editorial tests. Perhaps the editor is a future potential customer of the brand who, delighted with its product, will eagerly share his impressions with readers.
Product launch – influencer marketing
PR activities supporting the introduction of a new product or service to the market are not focused solely on traditional media. Nowadays, opinion leaders are not only journalists but also influencers. That is why, in communication aimed at launching a new product, collaboration with people from the world of social media, who will help build awareness of the novelty among the target group, is essential.
A professional PR agency will select the right influencers to collaborate with, those who are not only popular but primarily trusted. The goal is not to present the new product or service on the profile with the widest reach, but on one that is credible, thematically appropriate, and has an engaged audience.
We invited such individuals, among others, to test and showcase the new Las Vegans chocolates. Since these were vegan sweets, we chose profiles focused on a plant-based diet, and numerous posts appeared online presenting the products and describing their quality and taste attributes. The publications reached hundreds of thousands of social media users, building awareness of the new brand and increasing its sales. Meanwhile, over 40 influencers got involved in informing about and promoting the opening of the first True Chocolate Museum in Poland, presenting it as a place you absolutely must see, which significantly increased the number of visitors.
Launching a new product on the market – unconventional activities
The product launch is also accompanied by non-standard PR activities. These may include creative campaigns aimed at increasing product awareness and generating interest among potential customers.
One such initiative was a social media campaign we carried out for the HempKing brand when introducing CBD oils for pets to the market. As part of the “Animal Confessions” campaign, we encouraged social media users to post on their profiles showing how they support their pets during stressful moments, referencing the properties of the new products. Participants could win product sets, and for each submission, the brand also donated sets of oils to foundations working for animals.
Another example of non-standard activities supporting a new product launch includes events. These are excellent opportunities to present new products live, give voice to their creators, stand out from the competition, and assert the brand’s presence in the market. To build awareness of the new cosmetics brand Lajuu, we organized an event at a trendy Warsaw restaurant, inviting journalists and media personalities. Attendees could not only experience the brand spirit and test new products but also talk with the star and brand ambassador, Weronika Rosati. Coverage of the event appeared in the media, and the brand’s new products were eagerly featured in the press and women’s magazines.
Benefits of cooperating with a PR agency during a product launch – summary
- Working with a PR agency during a product launch brings you closer to achieving business success. From the very beginning, it supports building a positive image by creating a coherent narrative and communication strategy, which translates into a favorable reception of the new offering.
- PR communication increases the visibility of a new product or service that stands out from the competition. The agency has experience in selecting and using appropriate communication channels and activities to reach the brand’s target audience.
- Consistent communication and the brand’s presence in the media help build consumer trust in the new product. Trust is crucial for market success, and a professional communication approach can strengthen it.
- The agency monitors consumer reactions and public opinions about the product. This allows it to respond quickly to changing trends and sentiments and adapt the communication strategy accordingly.
- In the event of unexpected situations or negative reactions to the product, the PR agency is able to effectively manage the crisis.
Are you planning to launch a product and looking for an experienced PR agency to help your brand succeed? Don’t wait – contact us!
