How to work with a communications agency for a product launch

Kate O'Sullivan, ADPR MD Kate O'Sullivan, ADPR MD
Industry Database

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.

Latest Press Releases


Expanding its global presence, MyTaskit has signed its first international reseller. Auckland, New Z... Read more

FUSION® Entertainment to showcase state-of-the-art line-up at Southampton Boat Show 2018

14-23 September 2018 | Stand FO14 | FUSION® Entertainment is showcasing its latest range of world-l... Read more

FUSION Entertainment achieves ISO standard

FUSION®, a worldwide leader in marine entertainment, announces it now tests its speakers to the ISO1... Read more

WesCom Signal and Rescue shortlisted for the 2018 Safety at Sea Awards

The world’s leading supplier of marine distress signals, WesCom Signal and Rescue announces it has b... Read more

Torqeedo appoints Engines Plus Ltd as new UK canal boat sector dealer ahead of inland waterways festival, Crick Boat Show

Torqeedo has appointed Engines Plus Ltd, a leading engine dealer, to be the UK dealer for the canal ... Read more

View all