What is the product launch?
If you’re a brand, you know what goes behind making your dream product. It’s the heartbeat of your business. You can strengthen its pulse with the shiny marketing bells. From brainstorming to bringing your thoughts alive, you want your product to jump off the shelf.
But, is it possible to skyrocket sales in a short time?
Don’t disregard your product launch
There’s a saying: “All that begins well ends well.” It’s apt for your product. If your product is right, but you shy off, who on earth will recognize you? The right way to go about would be to look for fuel to get started.
A product launch is a well-planned strategy to introduce a new product to the market. You make the world known about your work.
Launching your product is the same as developing a product. It’s a capsule for your business growth. There’s no better way to make people fall in love with your product. With one positive impression, you can put yourself on the map.
Often product launch is underrated. Probably, that’s why most of you flop at product launch. You can’t hit the target with a sloppy strategy. It makes your product lose its shelf value.
Brands have legit reasons to ignore product launch:
- Fear of past failures
- Lack of resources
- Less knowledgeable
These reasons are real but, face it – living in denial won’t help you in the long run. While it can be a coping mechanism, you are losing your feet on the ground. Instead of showing up, you hide from the world. Don’t let the social fear steal the best of you.
Is it possible to go beyond your inhibitions in business? Yes, you can do it one day at a time. Imagine you shared your cafe experience on your personal social media. For someone somewhere, it can be a discovery.
The same goes for your product. No one will know it unless you beat the drum. How will customers see unless you tell them?
Create a buzz around your product launch
Do you want your product to make some noise in the market? Use media kits to do the talking. So, what’s a media kit, and how it’s beneficial? A product media kit has everything that journalists need to develop a news story.
In-depth, the pack has information and multimedia files useful to review a product. An effective media kit improves the coverage of your product. As a PR, you have to organize all the elements before sending it out. A good kit will not make the journalist hanging or search for information. Now, turn your dream of getting spotlight into a desire.
How to make an eye arresting product media kit?
Designing a media kit for your product isn’t a big deal. All it takes is commitment. Think of media outlets you want to target. Make it easy for them to give you the promotion you deserve. Don’t let them treat you as a second choice. Here’s how you can make their work more comfortable:
- Brief about your company – work, offers, USP, history, and mission.
- Avoid unwanted descriptions and technical jargon.
- While sharing financial updates, give the latest report.
- Simple things find it’s way into the stories.
Fact sheet: Using bullets, you highlight essential details. The fact sheet has statistics, success, and events to remember. Don’t forget to mention the people behind the brand. They are the pillars of your brand. Facts are more than just bullets and numbers. Balance your points with paragraphs.
FAQs: Ask your sales team and POC to share the common queries they face each day from the prospects. Use the list of frequently asked questions in your press release. These questions will help the journalists in writing a newsworthy article.
The press release given in the event premise should sync with the theme. Along with the release, keep the past footage and media coverage. You are not braggy. Old coverage creates credibility and context.
Sometimes, brands also seek specific byline, headline, date, or summary. In such a case, you have to provide the necessary details. When it comes to the online kit, use a short description and link to read more.
People love minimalism as there’s no distraction. If possible, place your product for them. When they speak from personal experience, it will drive change.
Multimedia elements: Things like photos, videos, or a map falls under multimedia. It helps in visualizing your recent event/product better. Share multimedia without your watermark. Keep high-resolution graphics in PNG or a PSD format. The recommended size is 360 dpi, which is printable.
Contact information: Provide phone numbers, e-mail addresses, and social media platforms. Contact details are essential as they help the journalists to revert. Your prospects start valuing you for your legitimacy.
Customer feedback/testimonials are the deal-breaker. It speaks volumes for your brand. But, here’s the thing, before mentioning their names publicly, get their consent.
Add-on tip: A right media presence shows your relationship with the media and public. Every time you come in the eye of the people, measure it. Record your contacts and mentions to see your growth. Also, measure yourself to know how you are people perceive you.
Take a look at some media kit examples for inspiration. All of them are simple yet powerful.
- Uber press kit
- Lyft press kit
- Slack media kit
- Kickstarter pressroom
- Dropbox press kit
- Airbnb pressroom
- TransferWise press kit
Getting complete coverage in media is not an overnight win. Whether you access top-notch or local press, it takes time to build trust. Once you have a secure place, nothing can stop you from the spotlight. If these brands can do it, so can you.
All you need is planning, consistency, follow-up, and commitment. However, before strategizing, create the right digital collateral package. Also, keep your information fresh. Read about the news values before placing the content inside the kit.
Lastly, a well-designed media kit helps journalists understand your needs. The end goal is to develop stronger relationships with the media outlet.