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New product in traditional markets

Typical brief (Product development)

Technology company ‘ABC Technologies’ has developed a new product line for established markets and is preparing a marketing campaign. Amid strong competition, the company intends to launch a buy back scheme for old products, and an online customer chat service. A new range of accessories and product add-ons for existing product lines is also being planned

Our solution

After taking a company brief, we plan a series of press releases over the coming 3-6 months.The first release would announce the new product and its unique selling points.

We suggest branding the buy back scheme and write the next release on the new services. The following release would feature the accessories range and reminder of the established lines.

We would incorporate key messages throughout with quotes from company representatives (if relevant) and market statistics included.The new services could then be marketed from the company home page, and announced in the next company newsletter to the customer database.

Coverage in print and online magazines would be monitored after the first release is distributed, and the PR strategy reviewed at the end of 6 months.



New product in a new market


Typical brief (Diversification)

ABC Technologies has now spotted a new application for its latest product and wants to enter a new market. Market research and customer trials are being carried out with results due within a few months

My solution

A series of press releases would be planned and ready for launch when customer trials prove positive. Each release would be tailored to the new market. The first release would announce the new product and related application. In order to build its reputation, the next would be a company release on its reasons for entering the market. A further release would be planned when the company lands a major order with a key customer.

Relevant magazine features would be searched and targeted with adapted releases.

Following this, we would aim to place longer articles with key magazines: first a technical study on the capabilities of the new product in a typical application; then an actual application study new direct mail campaigns targeted to a new customer database. A bylined article from the Director on business leader opinion would also be promoted with key magazines.

We would also search for key exhibition opportunities and suggest a new launch. From this, further press releases can be developed.

Other recommendations would include a special web page from the company’s home page, and an ad campaign in key magazines.

Existing products in traditional markets


Typical brief (Market penetration)

ABC Technologies wants greater market share for its product range in its current markets, and convince customers to use more of its products. A new customer relationship database is being installed and incentives are being devised such as loyalty schemes and volume discounts

My solution

We assume product PR has been issued extensively (as outlined above), so any "news" would stem from service issues such as the loyalty schemes and sales offers.

We suggest an international campaign for the product PR. We would continue to target key monthly features with previous product PR adapted. We would also research current topical issues in the market and liaise with magazine editorial over new angles for article placement. We would also recommend an Ad campaign to support those magazines that have covered the company heavily in the past.

Other ideas could include a newsletter to the customer database with competition incentives, and a company open day with special product demos and purchasing incentives.

Further PR opportunities may arise if the company decides to re-brand product lines or develop extras such as equipment accessories or software.

Existing products in new market


Typical brief (Market development)

Following its new product launch, ABC Technologies has won key orders and is gaining a reputation in the new market. It wants to develop this market further with its existing product line and gain market share.

My solution

We would recommend running a PR campaign across international markets. This would provide the opportunity to issue product PR announcing the entire range in those new countries. Features would be targeted, as well as opportunities explored for placing application stories (especially if a key customer in one of the new markets agrees to cooperate).

Furthermore, the company may want to consider re-branding products for the market concerned, and introduce customer incentive schemes that are regarded as acceptable in those countries. Such developments can then be highlighted in a company newsletter-again tailored to each country concerned.