When it comes to launching a new product, there are many things to consider. Set yourself up for success with these helpful tips from public relations pro and CWC-FPRA member Joe Curley, APR, CPRC.
- Clearly communicate the primary user benefits and cost value and include secondary benefits as well. Don’t assume potential customers will figure this out by simply seeing your product. Using pre-marketing product focus groups can maximize these elements.
- Research and target specific audiences that are most likely to become buyers. In addition to direct buyer benefits, consider geographic location, seasonal timing, age group and economic status, and career and/or sports sectors in determining primary and secondary target audiences.
- Match the message to the product and audience and don’t add glitz & glitter when a brown bag is the best match. Connecting with your audience in their terms will create word-of-mouth buzz that is one of the strongest sales tools.
- Deliver on your promises and that includes meeting product benefit claims, timely product delivery, quick-response customer feedback, and problem resolution weighted in favor of the customer.
- Analyze sales patterns and listen to customers as well as non-buyers as these are key factors to marketing success. Use this “real time street data” to modify and streamline your marketing efforts to focus on the highest percentage sales audiences and/or market segments.
For more expert advice and additional PR and communications strategies you can put into practice, read our blog.
About the Author:
Joe Curley, APR, CPRC, has practiced public relations in Florida for more than 40 years and is now semi-retired. He was the co-founder and president of one of Florida’s largest PR firms, Curley & Pynn Public Relations Management in Orlando, which he sold in 2004 and is still in full operation.
Joe’s PR experience spans nearly all business market segments including aerospace, travel & tourism, real estate, professional services (law/accounting/medical), as well as urban development, construction and housing. Joe has extensive PR planning, crisis and international PR experience, is a requested speaker and has won countless PR awards.
Currently a public relations and marketing consultant at his own firm Stingray Solutions, Inc., Joe was retained by Universal Studios Parks & Resorts as Senior Corporate Communications Counsel, international marketing & PR, for the last 30 years and retired in March 2018 to an on-call status to support special projects. He was directly involved in theme park projects in Orlando, Los Angeles, Japan, Singapore, Dubai, South Korea, Moscow and Beijing.
Joe now lives in Bradenton, Florida, where he is an avid recreational boater, and collects, restores and shows classic “muscle” cars, many of which were featured in national automotive magazines.