In any PR agency - clients product launches cause the maximum stress to everyone in the the team - teams work from scratch to get everything right - starting from the launch concept to working with the event agency and the marketing teams to create the whole drama around unveiling of the product, think of innovative media invites and media giveaways and then do the media follow ups - and all this is done to get media to not only cover the event but also believe and write about the USP of the product.
But things are changing if you look closely, companies following this traditional hard launch style gets their coverage in the form of snippets or at max gets pictures of the product with an eye candy standing next to the product. I don't even remember the last time any news paper carried the quote of the spokesperson from the press release.
Product launches are going through a major transitions - I remember product launches used to be highly guarded secrets - any leak about the launch of the product in the press before the actual launch would spell doom for the PR agency working on the account.
But this is where the change is happening - this is where PR doesn't really work the way it used to earlier. The ceremonial launch is rarely well received in the press and the claims are often seen with skepticism, and even cynicism. The fancy press kit doesn't work anymore.
So whats the most effective way to do a product launch - there are a variety of examples available -
Tech Products:
Lets take examples of tech product launch - today most companies share their products plans well in advance and actively use blogs and offline press to share the vision, the challenges they are facing and what stage they are in and how do they think it will impact the market...this works far better than the ceremonial launch of just unveiling a fancy new product and then talk about all this - iPod, Nokia N series are great examples.
Automobile is another Industry which puts in a lot of effort in their launches - for example who is not looking forward to Toyota's small car, or the new hybrid engine technology which Mahindras are working on. Tata Nano is yet another great example - it was in the news for well over 2 years before we actually saw what it looked like...(Remember Bajaj also showcased their small car priced around 1.5 lakhs but it never got the coverage - because it was seen as a me too and nobody knew that Bajaj was actually planning to launch a small car)
Movies......I think some of the smartest marketers are now in bollywood..they start promoting movies from the day the script and star cast is finalised..they do a great job of creating anticipation and building the buzz before it is premiered to select few media & guests .
So essentially what has changed - if you want your product launches to be covered well - PR needs to start well in advance - there is no reason for you to keep it a big secret - build anticipation - build buzz around the product before it is launched.
Corporate or product blogs are great way to start - Imagine if Mahindras starts a blog on the new engine that they are working on and post all the updates on this blog - it will be far more effective. The consumers or editors will believe a blog more than a press release.
In such a scenario the definition of what a launch is—when it begins and ends, and who should be saying what to whom and when—have all become blurry. PR agencies need to really think fresh and out of the box and use all possible mediums including social media and not follow the standard format of product launches . Clients need to take greater responsibility because today - the communication strategy should be finalised immediately after the product plan has been finalised or atleast when the product is 60% to 70% complete.
If you manage to really build good genuine buzz around your product before its launches - the ceremonial launch will be covered really well and chances are that the TG will believe the claims too.
But things are changing if you look closely, companies following this traditional hard launch style gets their coverage in the form of snippets or at max gets pictures of the product with an eye candy standing next to the product. I don't even remember the last time any news paper carried the quote of the spokesperson from the press release.
Product launches are going through a major transitions - I remember product launches used to be highly guarded secrets - any leak about the launch of the product in the press before the actual launch would spell doom for the PR agency working on the account.
But this is where the change is happening - this is where PR doesn't really work the way it used to earlier. The ceremonial launch is rarely well received in the press and the claims are often seen with skepticism, and even cynicism. The fancy press kit doesn't work anymore.
So whats the most effective way to do a product launch - there are a variety of examples available -
Tech Products:
Lets take examples of tech product launch - today most companies share their products plans well in advance and actively use blogs and offline press to share the vision, the challenges they are facing and what stage they are in and how do they think it will impact the market...this works far better than the ceremonial launch of just unveiling a fancy new product and then talk about all this - iPod, Nokia N series are great examples.
Automobile is another Industry which puts in a lot of effort in their launches - for example who is not looking forward to Toyota's small car, or the new hybrid engine technology which Mahindras are working on. Tata Nano is yet another great example - it was in the news for well over 2 years before we actually saw what it looked like...(Remember Bajaj also showcased their small car priced around 1.5 lakhs but it never got the coverage - because it was seen as a me too and nobody knew that Bajaj was actually planning to launch a small car)
Movies......I think some of the smartest marketers are now in bollywood..they start promoting movies from the day the script and star cast is finalised..they do a great job of creating anticipation and building the buzz before it is premiered to select few media & guests .
So essentially what has changed - if you want your product launches to be covered well - PR needs to start well in advance - there is no reason for you to keep it a big secret - build anticipation - build buzz around the product before it is launched.
Corporate or product blogs are great way to start - Imagine if Mahindras starts a blog on the new engine that they are working on and post all the updates on this blog - it will be far more effective. The consumers or editors will believe a blog more than a press release.
In such a scenario the definition of what a launch is—when it begins and ends, and who should be saying what to whom and when—have all become blurry. PR agencies need to really think fresh and out of the box and use all possible mediums including social media and not follow the standard format of product launches . Clients need to take greater responsibility because today - the communication strategy should be finalised immediately after the product plan has been finalised or atleast when the product is 60% to 70% complete.
If you manage to really build good genuine buzz around your product before its launches - the ceremonial launch will be covered really well and chances are that the TG will believe the claims too.
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