Launch your product with PR

In today's uncertain economy, northern Nevada business owners contemplating the introduction of a new product or service should think carefully about their marketing plans.

For many, the first inclination is to spend heavily on advertising.

While this approach is successful in certain cases, many experts now suggest that advertising should be the second tactic employed, rather than the first.

If your goal is to create awareness and build anticipation for your new product or service, the first tactic you should employ is public relations.

The launch of a new product or service is one of the few times when the news media will deliver your marketing message without charge.

The keys are to make your product or service newsworthy and then present it properly to the media.

How do you do that? Follow these basic public relations/marketing communications steps: Think about what makes your product or service unique, what benefits it provides to the consumer, and what advantages it has over the competition.

Look at it from the consumer's perspective.

Based on those competitive advantages, come up with one or two key messages that you think might make headlines in the morning newspaper or the evening television news.

Stick to the facts, and avoid exaggerated claims.

Identify the target audiences you want to reach.

Select the media channels that will most effectively reach your audiences.

Develop media and promotional materials, such as a news release, fact sheet, backgrounder, brochures, point of purchase materials, photos, and/or video to tell your story and showcase your product or service.

Then develop a pre-launch publicity strategy to generate some

excitement - some buzz - that will motivate consumers to seek out your product and buy it.

A special event is often a good way to attract media attention.

In his book "Value Added Public Relations," PR guru Thomas L.

Harris cites an excellent example of how PR can be used to successfully launch a product.

In 1996, Nintendo launched Nintendo 64, the first 64-bit home video-game system introduced in the United States.

Entirely PR-driven, the pre-launch PR campaign ultimately became one of the most successful product launches in the history of the consumer electronics industry.

It created such a high level of consumer demand that many retailers began selling the product before the actual launch date.

Incredibly, more than 350,000 sets were sold before the advertising campaign even began.

Here are a few of the elements of that PR effort: A well-orchestrated media relations campaign built anticipation among the media, which, in turn, generated excitement among consumers.

A video news release, containing the first visuals of the new product, was produced and distributed via satellite to U.S.

broadcast media.

A transoceanic teleconference spread the business-news side of the story to key business media and analysts around the world.

A news conference was held in conjunction with the first live demonstration of the product.

Nintendo partnered with UPS and Boeing to attract advance publicity on the shipment of the product around the world.

A database marketing campaign was used to send a videotaped sales message to 500,000 potential customers.

And a sampling program was conducted in partnership with Blockbuster Video.

The results: Network news programs covered the Nintendo 64 story extensively, calling it "breakthrough technology... dazzling...a quantum leap...some of the best video games ever made." Nearly one billion gross media impressions were generated during the sixmonth PR campaign.

Of course, few businesses in northern Nevada have the marketing resources of Nintendo, but the same principles of public relations/marketing communications can be employed to market your new product or service.

Here are a few additional tips: Know your consumer.

Find out what they like and dislike, and don't overlook any opportunity to reach them.

Tap into consumer emotion, anticipation and excitement.

Emotion often drives the buying decision.

Line up expert endorsements.

Target key media to "test drive" your product or service prior to launch.

If possible, introduce your product or service at the biggest industry event/trade show of the year.

Look for...or create...great photo opportunities.

Use video to demonstrate your product or service, and create excitement.

Position your product or service at the top of consumers' gift lists.

Publicize the exceptional consumer demand for your product.

If an initial supply shortage occurs, publicize it, but reassure anxious consumers that supply will soon catch up with the incredible demand.

If you don't have the time or the inclination to develop and execute a public relations/marketing communications campaign on your own, you may want to retain the services of a public relations professional.

In selecting a PR counselor, be sure to check out their credentials, paying particular attention to their experience, expertise, client roster, and record of success.

Call some of their existing and former clients, and ask about the timeliness and quality of their work.

And shop around...keeping in mind that the lowest price is not always the best deal.

Look for the firm or individual that is most qualified to meet your particular PR needs.

Then ask them to present you with a public relations/marketing communications plan that fits within your budget.

After all, if you're introducing a new product or service in these challenging economic times, you should have a marketing public relations strategy that will maximize your chances of success, but not wipe out your budget.

Dante Pistone is senior associate at Olsen & Associates Public Relations, Inc.

in Reno.

He has more than 25 years of statewide public relations/marketing communications experience.

He can be reached at (775) 829- 2810.