How to Use Media Relations to Successfully Launch New Products
MediaRelations.io
How to Use Media Relations to Successfully Launch New Products
Ever wondered how top industry leaders successfully launch new products using media relations? In this article, insights from a Founder & CEO and a Director of Marketing reveal their strategies. The first insight focuses on building relationships with journalists, while the final insight highlights creating anticipation for a wearable device. Discover all seventeen expert strategies to elevate your next product launch.
- Build Relationships With Journalists
- Leverage Data-Driven Storytelling
- Partner With Tech Journalists
- Engage Key Journalists And Influencers
- Share Real User Success Stories
- Target Restaurant Industry With Case Studies
- Use Social Media Campaigns
- Highlight Patient Success Stories
- Create Buzz With Media Relations
- Feature Success Stories In Medical Journals
- Showcase Proven Case Studies
- Highlight Real-World Benefits
- Leverage Credible Media Channels
- Work With Gaming Streamers
- Expand Reach With Eco-Friendly Product
- Partner With Cosmetic Surgery Influencers
- Create Anticipation For Wearable Device
Build Relationships With Journalists
As the founder of ShipTheDeal.com, I launched our coupon code feature by first building relationships with tech and e-commerce journalists at outlets like TechCrunch and RetailDive. I crafted a compelling story around how we help shoppers save money during inflation, which resonated with reporters and resulted in over 1,000 media mentions in just two weeks. The key was focusing on the consumer benefit angle rather than just promoting our platform, and I'd suggest always leading with how your product solves a real problem people care about.
Leverage Data-Driven Storytelling
When launching Profit Leap's AI-powered business advisor, Huxley, I leveraged media relations by integrating data-driven storytelling and strategic partnerships. I focused on crafting comprehensive narratives about the transformative impact of AI on small businesses, ensuring this was highlighted through targeted press releases and engaging editorial content.
To maximize reach, I collaborated with key influencers in the business tech space, providing them with early access to Huxley. Their insights and endorsements amplified our credibility. This approach, coupled with a targeted media campaign in leading business publications, resulted in a 50% increase in inquiries and significantly boosted brand visibility.
Additionally, hosting a live demonstration at a major technology conference allowed us to directly engage with potential users. This face-to-face interaction not only helped in building trust but also led to a 70% increase in user sign-ups during the event. This multi-channel media strategy played a crucial role in establishing Huxley as a pivotal tool for business growth.
Partner With Tech Journalists
When launching a new SaaS platform last year, I partnered with five tech journalists to give them exclusive early access and demo sessions, which resulted in three major feature stories right at launch. I found that being transparent about both the product's strengths and areas for improvement actually built more credibility with the media than pure hype would have. The coverage helped us exceed our first-month signup targets by 40%, though looking back, I wish we'd started media outreach even earlier to build stronger relationships.
Engage Key Journalists And Influencers
When we launched a new software solution at Software House, we leveraged media relations to amplify the impact. Our strategy focused on building relationships with key journalists and influencers in the tech industry before the launch. We arranged an exclusive pre-launch demo for select media outlets and offered insights into how our solution addressed a significant pain point for small businesses. By positioning our software as a game-changer in the industry, we created anticipation and excitement around the release.
The key to the success of this media relations strategy was the authenticity and value we provided. Instead of just sending press releases, we engaged journalists with personalized pitches and exclusive content tailored to their audience's interests. This approach generated coverage from trusted sources and ultimately drove product adoption. My advice is to always aim for genuine partnerships with the media, providing them with compelling stories that highlight the true benefits of your offering, while also staying consistent with your brand message.
Share Real User Success Stories
At Lusha, I recently coordinated a product launch where we shared real user success stories and data insights with industry bloggers and podcasters ahead of the official announcement. It wasn't all smooth sailing - one influencer initially gave lukewarm feedback, but that helped us refine our messaging to focus more on practical benefits rather than technical features. We ended up getting covered by 12 industry outlets, though the most valuable coverage came from the three journalists we'd built relationships with over several months.
Target Restaurant Industry With Case Studies
In my role as Director of Marketing at SkySwitch, we successfully leveraged media relations to launch our Business SMS feature specifically targeting the restaurant industry. We identified that curbside pickup and carryout orders were becoming a crucial service for our clients. The strategy centered around crafting personalized case studies and stories from early adopters like Intellivoice, who locked in numerous deals with this feature, providing real-world validation.
We coupled this effort with an educational webinar series aimed not only at showcasing the product but also at engaging current and potential customers with hands-on insights. This dual approach led to a significant uptick in adoption rates among resellers, particularly in the SMB segment. In the initial months following the campaign, we saw a 50% increase in inquiries about the Business SMS feature, solidifying its success and relevance in our clients' operations.
By focusing on positioning and storytelling within appropriate industry contexts, we broadened the appeal and utility of our product offerings, demonstrating the effectiveness of well-targeted media engagement.
Use Social Media Campaigns
When I launched a mobile app development service at 12AM Agency, I leveraged targeted social media campaigns to build anticipation and awareness. Our strategy was to create engaging teasers and behind-the-scenes content that highlighted the app's unique features and design elements. This approach generated curiosity and increased engagement across platforms like Instagram and LinkedIn.
In addition to social media, I used SEO-optimized blog content to position our expertise in app development. By publishing articles that detailed our design process and showcased previous successes, we improved search engine visibility and drove organic traffic to our website. One particular post detailing our work on a law firm's app saw a 40% increase in site visits and led to three new client inquiries within a week.
To amplify this effort, we organized a virtual launch event where industry experts discussed the evolving mobile app landscape. This not only provided valuable insights to participants but also positioned our agency as a thought leader. The event received positive coverage from local tech blogs, doubling our mailing list subscriptions and strengthening client relationships. In launching a new service at 12AM Agency, we used media relations to strategically introduce our mobile app development services for franchises. My engineering background allowed me to blend technical insights with market needs, making our pitch highly credible. We positioned the service as a game-changer for franchise businesses looking to improve customer experience.
The strategy focused on earning placements in franchise industry publications and tech blogs by offering data-driven insights on market demographics and device usage trends, something that set us apart. Leveraging my corporate ties, we showcased our robust case studies demonstrating increased customer engagement through custom app solutions. This approach not only clarified our unique value proposition but also ensured coverage that resonated with key decision-makers.
Additionally, I led a series of online workshops in which we dissected successful app features and design strategies, engaging franchise owners directly. These interactions led to a spike in inquiries, with a 30% increase in businesses opting for our app development service within six months.
Highlight Patient Success Stories
I recently launched a new facial treatment technology by scheduling interviews with local health and beauty reporters, which led to features in three major publications. Before the interviews, I made sure our lead surgeon practiced answering tough questions and prepared compelling before/after photos that really showcased the results. Looking back, what really made it successful was focusing on the patient success stories rather than just technical specs - the emotional connection really resonated with readers.
Create Buzz With Media Relations
For a product launch, I leveraged media relations to create buzz around a new feature we introduced. My strategy included reaching out to key journalists and industry influencers well before, providing them with exclusive access to the product and its benefits. I crafted personalized press releases and pitched story angles that highlighted the product's unique value proposition, ensuring it aligned with current market trends.
I also organized a media day where journalists could interact with the product firsthand. This not only resulted in coverage across top tech blogs but also sparked interest from potential customers, driving product adoption. The key was building strong, personalized relationships with the media to ensure sustained interest and engagement.
Feature Success Stories In Medical Journals
When launching our healthcare workflow automation tool, I focused on getting our success stories featured in medical journals and industry newsletters, showing real practitioners saving 10+ hours weekly. The key was letting our users do the talking - we had nurses and clinic managers share their before-and-after experiences, which felt more credible than traditional marketing.
Showcase Proven Case Studies
When we launched a new service for e-commerce businesses at Summit Digital Marketing, we relied heavily on direct partnerships and client success stories to gain traction. Our strategy involved showcasing proven case studies where clients saw exceptional growth—like a client increasing their Google Ads CTR by 1,000% with our interventions. Mentioning measurable achievements not only displayed value but also triggered interest from other potential clients.
We also leveraged the substantial results-driven relationships we built over the years. Engaging with satisfied clients and encouraging them to share their success stories in relevant networks amplified our reach. This organic growth method created trust and highlighted our expertise, resulting in a significant influx of inquiries and new business opportunities. So, for any launch, letting results speak through genuine client experiences can be a powerful media relations move.
Highlight Real-World Benefits
In my role as Director of Marketing at Phone.com, a key media relations success was the launch of our unified communications platform aimed at small businesses. Understanding the importance of adapting to flexible work trends, we crafted a media strategy that focused on showcasing real-world benefits for small businesses through detailed use cases and testimonials.
We collaborated with industry analysts to highlight the platform's competitive pricing and integration capabilities, which set us apart in the market. This included strategic releases to tech-focused media outlets that aligned with our target audience's interests. Our efforts resulted in a 35% increase in platform sign-ups within the first quarter of launch.
By leveraging these media relationships, we ensured that our message reached businesses eager for affordable solutions. This approach reinforced Phone.com's commitment to providing innovative and accessible communication tools, strengthening our market presence and credibility.
Leverage Credible Media Channels
In my work at Colony Spark, I've used media relations to launch innovative marketing strategies for tech startups. One example was when we helped a client in the SaaS industry roll out a new analytics tool. We crafted a narrative around how this tool would revolutionize data-driven decision-making, using data from beta users to highlight its impact on reducing decision-making time by 30%.
We leveraged media outlets like Mashable and CBS News to showcase these success stories. This targeted approach, combined with personalized account-based marketing, increased their market inquiries by 40% in the first quarter post-launch. By focusing on storytelling and leveraging credible media channels, we amplified the tool's visibility and drove adoption in a competitive market.
Work With Gaming Streamers
During our latest game launch at FreezeNova, I worked with gaming streamers to create behind-the-scenes content showing our development process, which really resonated with tech media. Instead of just sending press releases, we invited journalists to our virtual studio tours and let them experience the game's evolution firsthand. While we got good coverage, I learned that focusing on fewer, deeper media relationships works better than trying to reach everyone at once.
Expand Reach With Eco-Friendly Product
We employed media relations to expand the reach of our campaign when introducing a new eco-friendly home product. Finding important journalists and influencers in the sustainability and lifestyle sectors was the first step in the plan. We created customized press releases emphasizing the product's special qualities and compatibility with contemporary eco-friendly fashions.
We held a special virtual demo for media contacts to generate interest, outlining the advantages of the product and directly responding to inquiries. We also provided product samples for reviews and media kits with excellent images.
This strategy led to coverage in prestigious journals and on social media, which increased website traffic significantly. Within the first month of the campaign, sales increased by 30%, proving the effectiveness of carefully planned media relations.
Partner With Cosmetic Surgery Influencers
When launching our plastic surgery marketing platform, I partnered with respected cosmetic surgery influencers who could authentically share their experiences using our tools. We created before-and-after content showing real results from practices using our system, which medical journals and beauty blogs eagerly covered because it was educational, not just promotional. Looking back, I'd recommend spending time identifying the right media contacts who specifically cover your industry niche - it's better than blasting press releases to everyone.
Create Anticipation For Wearable Device
One of the successful instances of media relations for launching a new product was when one tech startup launched an innovative wearable device. Our approach was to create anticipation for the product and build an interesting narrative around its unique features.
We first targeted key industry influencers and journalists who covered wearable technology. We preemptively offered them exclusive previews of the product and samples for review so they got a firsthand feel of the device before it was launched in the market. This wasn't only creating buzz around the product but also creating early reviews from respected sources that enhanced credibility.
We created a press release designed to identify the benefit of the product and connect it to present health trends, thus reaching the ears of the media as well as prospective customers. We also held a virtual launch where participants got an up-close experience with the product and got questions answered in real-time.
In reality, the results were great: we got coverage in major tech publications, and we exceeded by 50% our projections on pre-orders. This is a lesson in strategic media relations that can create hype and drive sales for new products.
