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Maximising a new product launch



Marketing managers, R&D teams and sales reps work hard to bring new products to market. There’s even more pressure to deliver when products are seasonal and need to be ready to launch ahead of the key buying times, whether this be summer or Christmas (or any time in between). After months of toiling away testing and learning, running focus groups, revising, remoulding, reformulating and testing again, the satisfaction of knowing a product is ready for sale is truly special.

 

So, what’s the new product launch plan?  After all, this has been a key focus for many of the internal teams for months, so all eyes are on the marketing department to make sure it keeps up its end of the bargain and promotes the launch effectively. Have a look at some of the options below.

 

For the frugal

Isn’t it often the case that despite the blood, sweat and tears, when it comes to marketing there’s no additional budget available to launch? While frustrating, it doesn’t have to be a problem.  Firstly, ask your PR agency to build the new product launch into its existing retainer for a start – unless your agency is delivering a specific plan to specific targets (and therefore this falls outside of the existing plan) it shouldn’t be a problem, and the agency will be delighted to be flexible and support the new product launch. Then challenge your agency – what new ideas does it have? This is a major product launch, so you need more than a standard press release. When a strong idea is presented, it often equates to a little more budget being found. Finally, how do they suggest tracking the PR activity and linking it to results – so you can effectively report back your success to the Board?

 

So, you have a little bit more budget? 

Excellent! Ask your PR agency to get creative – this is a must to cut through the volume of noise out there in 2018. Creative doesn’t have to break the bank, but it does have to mean clever thinking. Give your agency a budget - you should have a strong enough relationship with your agency to trust that they will maximise this for you. Without a budget, ideas could be way off and you could end up wasting a lot of time.

 

Whether it’s a B2B or B2C product launch, creativity is essential. If you’re not getting this, try to provide some examples of product launches you like, and have obviously delivered in terms of sales – this may give your agency a guide and may help, particularly if it’s a new relationship.

 

You’ve been told money is no object?

Lucky you! While extremely unlikely, it’s not unknown! Ask your PR agency to lead on an integrated launch plan for you. A good PR agency will have strong links with partners, such as creative, digital and SEO consultants. Some will choose to have this resource as part of the agency already, and others will choose to bring on relevant third parties who are particularly skilled in either the job at hand or in a specific sector. Together, they can formulate an integrated campaign combining key elements that your campaign needs.

 

Again, if you follow key influencers who you feel could represent your product well, tell your agency. Work in partnership with your agency and you’ll get the best results – we aren’t mind readers but we are keen to make a success of everything we do, and will happily adopt a client’s idea, expand, offer more suggestions and make a damn good success of it.

 

As entrepreneurship and innovation continues to be embraced by the UK, and as more and more products are launched each and every day, the competition to grab attention is getting harder and harder. Creativity is essential, but this is only successful if combined with a strong and organised plan which is executed efficiently with enough budget put behind it to buy the time to achieve great things.

 

Our top tips for marketing managers:

-        Plan ahead of time: the more time an agency has, the better it will deliver the campaign. This is even more important if it is a seasonal product which must go to market at a certain time of year, or if the activity needs to support a six month product listing (this is not a lot of time to mobilise and deliver a campaign!)

-        Know your budget and tell your agency: If they advise it’s not enough, it probably isn’t – after all, they only want to succeed and continue to work with you! Be fair with them, and they will work hard for you in return

-        Be proactive with the relationship: share ideas and thoughts as this may spark more ideas at agency end, resulting in some fantastic collaborative work

-        Tell them how you want to be communicated to: not sure what your agency is doing? Chances are the team is working hard for you behind the scenes, but if you don’t know, ask! Ask for weekly updates, a regular call, face-to-face meetings or Facetime. At the same time, make sure this doesn’t eat up most of your budget!

-        Be clear with KPIs: ensure internally you have these signed off, so everyone knows what success looks like

-        Celebrate with them: you get a pat on the back? Give them a quick ‘thank you’ – you’ll be top of the to-do list the next day, I promise

 

 

 

 

 

Tagged with: B2B PR agency Manchester , creatiive agency Manchester, Creative Agency, ideas for PR, PR agencies Manchester, PR agency UK, PR campaign essential, PR for new product launch