How to work with a communications agency for a product launch

10 Aug 2017
Kate O'Sullivan, ADPR MD

Kate O'Sullivan, ADPR MD

Whether launching a new product to market or updating existing product lines, successful and targeted communication at the right time with your key audiences is essential, writes Kate O'Sullivan.

There is a cost balance to strike as when to engage an agency. Early engagement can bring additional value to the project management of the launch as communication agencies can share additional insights as well as the best way to communicate the benefits of your product from the outset.

This could range from competitor analysis and industry benchmarking, to brand development and market research with target audiences.

Using a communication agency as your strategic partner can help bring a wider perspective and keep your commercial objectives on track.

Successful product launches keep the focus on the people not the product. This includes having a strategy for internal communications with your staff about the development and its importance, consulting and keeping distributors or suppliers updated about changes and what it means for their business.

Framing communications activity on how your product will help solve your customers’ problems and fit into their life will help.

Keeping your communications agency in the loop with timing changes and developments is critical, as is building sufficient contingency in to the strategy. If there is a fixed launch date this is essential so that activity can be adjusted appropriately.   

Your communications team will often have questions and observations that journalists and consumers will ask and this can help inform and improve project elements from package design and website functionality, to the pre-ordering approach and identification of influencers.

Having early support and advice can help to bring product launches together to give you the best chance of sales success. 

Kate O'Sullivan is the MD of ADPR.

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