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

See the US debut of Fairline’s Targa 43 OPEN at this year’s Fort Lauderdale International Boat Show

British luxury motor yacht manufacturer, Fairline Yachts, is hosting the US debut of its new Targa 4... Read more

Shakespeare Marine to Launch the World’s First Inflatable Emergency VHF Antenna at METSTRADE 2018

Shakespeare® Marine, world leader in marine antenna design, announces it is launching the, the world... Read more

Fairline Yachts to strengthen management team

Since its launch just over two years ago, Fairline Yachts has been winning awards for its new models... Read more

OverBoard launch new colourful limited-edition collection

Leaders in waterproof bags and cases, OverBoard, prove that functionality doesn’t have to be boring ... Read more

Fairline Yachts’ Targa 43 wins at World Yachts Trophies 2018

Luxury British motor yacht manufacturer, Fairline Yachts, was announced as the winner of a highly pr... Read more

View all