#productlaunchEva Rohrmann, PR NewswireJessica Stark, The STARK GroupJono Waks, Jono Productions

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Jessica StarkPrincipalThe STARK Group

Jono WaksPrincipal & Lead PublicistJono Productions

SPEAKERS

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AGILITY: MULTI-CHANNEL PRODUCT LAUNCH

Four Dimensions:

- Strategic Planning - Positioning & Story - Content & Programs- Adoption & Retention

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PRODUCT LAUNCH 101

Jono WaksJono Productions, Inc.

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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?

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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.

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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.

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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.

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Jessica StarkPrincipalThe STARK Group

Jono WaksPrincipal & Lead PublicistJono Productions

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