ADPR InsightSocial MediaTop Tips 08.12.2020

How to work with an agency for a product launch

Having worked with B2B and B2C companies to successfully launch new products or update existing product lines, we know that it can sometimes feel like there are lots of individual elements that companies know need to be integrated but there are time and cost pressures, test and manufacturing processes and internal processes that often make product launches more complex than anticipated.

timelapse photography of sparkler

Whether launching a new product to market or updating existing product lines, successful and targeted communication at the right time with your key audiences is essential. There is a cost balance to strike as when to engage an agency. Early engagement can bring additional value to the project management of the launch, as communication agencies can often share additional insights as well as the best way to communicate the benefits of your product. This could range from competitor analysis and industry benchmarking, to brand development and market research with target audiences.

Using a communication agency as your strategic partner can help bring a wider perspective and keep your commercial objectives on track.

man sitting on mountain cliff facing white clouds rising one hand at golden hour

Successful product launches keep the focus on the people not the product. This includes having a strategy for internal communications with your staff about the development and its importance, consulting and keeping distributors or suppliers updated about changes and what it means for their business. Framing communications activity on how your product will help solve your customers’ problems and fit into their life will help drive cut-through.

Keeping your communications agency in the loop with timing changes and developments is critical, as is building significant contingency in to the strategy. This is especially important if there is a fixed launch date, to ensure that activity can be adjusted appropriately.

two women talking while looking at laptop computer

Your communications team will often have questions and observations that journalists and consumers will ask and this can help inform and improve project elements from package design and website functionality to pre-ordering approach and identification of influencers.

Having early support and advice can help to bring product launches together to give you the best chance of sales success.

If you have a product launch planned, check out our Optimised Product Launch service, where for just £1,500 you can leave it in our expert hands to reach the audience you want, accompanied with awesome content that will drive sales and position your company in the best possible way.

As PR experts, we want to give you all the tools you need to find the best PR agency for your business needs. If you need PR support but aren’t sure where to start, download our PR Buyer’s Guide to identify what to look for and expect! We want you to make the right choice for your business’ success!

You have created a product or service that your customers want or need. That is an amazing achievement. How often do you take the time to step back from the day to day to focus on the bigger picture within your business? With just a few small tweaks your company could be even more successful than it already is.

We have created the Revitalise and Grow sessions to do just that! And they’re absolutely free. We are passionate about helping businesses succeed and we know that communications is a powerful tool to help you achieve your goals.