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How to build buzz for your brand

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To ensure your product’s success, you need to let the public know what it’s all about. Here’s how to do it.
For a business to succeed, it’s important to have a great product, but equally important is how to make the product known to its target market.
Product launches can help complement a great product by generating public awareness and buzz for it.
According to Majivel Marbibi, media relations director of EON, a public relations company, there are several steps to do a special product launch.
She says: “Once you have conceived and researched an idea for a new product, you need to plan the product launch. To do this, you need to work with funding, marketing, public relations, development and several other channels to get the thing off the ground.”
The first step for the launch, according to Marbibi, is for the entrepreneur to define the company’s sales objectives clearly in its marketing plan. “They need to be realistic about the numbers; they would need to use market research to back up their claims, because the more research they do in the planning stage, the better they can understand the market and demand. They should develop their plan to include the timing of the rollout as well as the actual markets they plan to release the product into,” she says.
The second step is to make sure the product is as good as it can be before planning to launch it. “Decide when the product needs to be available and work with the development team to make sure the product is ready and available for the launch,” Marbibi says. “This would entail using the research data acquired from the market study. Using this, one must map out the distribution networks and other logistical needs. Finally, additional modifications to the product must be made to ensure that one ends up with the best possible product.”
Next, the entrepreneur must ensure there is proper communication and work coordination with all channels in the company to make sure the marketing plan includes all objectives and deadlines.
According to Marbibi, “One must keep in mind the needs of engineers, artists, business, marketing, PR and advertising executives. Print and email new product literature with specifications of the product and the differences between the new and current products out in the market. During this time, one may consider getting the services of a public relations agency to help organize the launch.”
After this, the entrepreneur must finalize the product’s promotional schedule, with advertisements, press releases, free samples, direct mailings and any other tools. “Promotion should begin before the product launches to gain interest—just make sure the product is as great as promised and alert the media of any changes in the launch date,” Marbibi says. “Once the [PR] agency gets their product briefings, they will now conceptualize the theme and gimmick for the event.”
The entrepreneur must monitor the progress of the launch campaign and change its overall plan whenever necessary. However, Marbibi says that for cost reasons, one must try to stick to the plan as much as possible. The PR agency must also start designing press campaigns, make promo materials and event concepts, and coordinate with event suppliers. The agency should also help the entrepreneur prepare to deal with the media via coaching or formulating the communication strategy.
Then the entrepreneur has to ensure that everyone in the company is aware of what they need to do to help launch the product, by communicating with the senior management and staff as necessary. “Plan staff training sessions with any extra information on the uses and specifications of the new product to familiarize them with it and deal with any inquiries,” Marbibi advises. “This process of internal communication trains your customer service team as well as any managerial staff needs to know how to answer consumer questions.”
Finally, the company must schedule meetings and speak with all the involved parties in the launch, like the PR, venue, logistics, and retail outlets to finalize all the details and deal with any concerns.
“The business must pay particular attention to the transportation, retail stores and individual product carriers about the specifications of moving the product from the warehouse, to the shelves, to the consumers,” Marbibi says.


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