10 Mistakes to Avoid When Launching a New Product or Service
It happens every year. Right around now, we get a bunch of calls from potential new clients launching something new in September (OK, first tip – everyone launches in September – why not October?!). They’ve taken an important first step in calling in some PR help at least 4 months in advance (vital if you’re looking for long lead publication coverage). But there are other traps anyone can fall into. Here’s our list of what to avoid:
- Rushing to market before your distribution is locked down. If it’s not available, why bother?
- Not spending enough time on the basics – messaging, competitive analysis and media training. You only have one shot to launch – don’t blow it by ignoring strategy.
- Poor communication on your differentials – why should I buy your product instead of someone else’s?
- Tacking on a social media plan instead of incorporating it into a larger strategy. The whole is greater than the sum of its parts.
- Keeping your PR firm and ad agency from working together. Integrating your marketing yields exponential results.
- Assuming the CEO should be the spokesperson. Who is the target customer? The spokesperson should be someone they can relate to.
- Not having a PR plan. Yes, it might change, but if you don’t have a plan you don’t have a rudder.
- Ignoring SEO/SEM. Everyone Googles.
- Ignoring “traditional” media – all media should work together to support your goals.
- Allowing “anyone on staff” to handle your Facebook and Twitter posts. Treat them like mini press releases, with the same care towards grammar and proofing.