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#productlaunchEva Rohrmann, PR NewswireJessica Stark, The STARK GroupJono Waks, Jono Productions
#productlaunch@PRNEWSWIRE@CNWGROUP
Jessica StarkPrincipalThe STARK Group
Jono WaksPrincipal & Lead PublicistJono Productions
SPEAKERS
#productlaunch@PRNEWSWIRE@CNWGROUP
AGILITY: MULTI-CHANNEL PRODUCT LAUNCH
Four Dimensions:
- Strategic Planning - Positioning & Story - Content & Programs- Adoption & Retention
#productlaunch@PRNEWSWIRE@CNWGROUP
#productlaunch@PRNEWSWIRE@CNWGROUP
#productlaunch@PRNEWSWIRE@CNWGROUP
CLICK HERE TO VIEW THE ON DEMAND RECORDING
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#productlaunch@PRNEWSWIRE@CNWGROUP
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#productlaunch@PRNEWSWIRE@CNWGROUP
#productlaunch@PRNEWSWIRE@CNWGROUP
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PRODUCT LAUNCH 101
Jono WaksJono Productions, Inc.
#productlaunch@PRNEWSWIRE@CNWGROUP
LINING UP THE DUCKS
Getting your ducks in a row before you start outreach is extremely important.
Ask yourself the following:
• Why should a journalist care?• How do you get the journalist to notice?• Fact sheet or Press Release?• What’s the Follow Up Plan?
#productlaunch@PRNEWSWIRE@CNWGROUP
WHY SHOULD A JOURNALIST CARE?
• Journalists are overworked and underpaid and need to know information quickly and concisely.
• It’s vital to create succinct talking points discussing why this product is noteworthy and why they should care.
• Is your product appropriate for this journalist or outlet? Be sure to do your homework.
#productlaunch@PRNEWSWIRE@CNWGROUP
HOW TO GET NOTICED
• Did you know most consumer product editors get hundreds of products sent to them each month?
• Product distribution: An example of a “Creative Mailer” is the fruit basket recently sent on behalf of Mighty Handle and the Black Boot Christmas stocking sent by Boot Rescue to NYC based editors
• Did you include a personal note? It’s important journalists know there’s a human attached to this product.
#productlaunch@PRNEWSWIRE@CNWGROUP
FACT SHEET OR PRESS RELEASE
• Did you know that consumer product journalists 300 emails a day? Yes, I made that number up but it’s pretty accurate.
• When there is a “news” element to a launch a press release is called for – services like PR NEWSWIRE offer targeted lists where the right type of journalist will see your product news.
• When targeting a specific journalist a fact sheet is a better option as most are only going to skim a note – including links and attached information is better than a long and involved first contact.
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THE FOLLOW UP
• Competition is fierce and cluttered so it’s important to follow up.
• Truth be told there is a fine line between follow up and being a nudge (or worse).
• Often editors do not know how much room they have until advertising sales releases unsold pages so decisions are often made last minute.
• Know thy editor – some would rather be called while others view the phone as the enemy.
#productlaunch@PRNEWSWIRE@CNWGROUP
Jessica StarkPrincipalThe STARK Group
Jono WaksPrincipal & Lead PublicistJono Productions
QUESTIONS?
FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942
CANADA: (877) 269-7890