Know-How Exchange : Advertising/PR

JG, I suggest that you click on the link to the Search Questions feature on the right side of this page, then try using the keywords "product."

You'll discover that your question has been asked AND answered at least half a dozen times.

I'm on a mission to encourage KHE members to utilize the archive of 2,000 previous questions before posting a new question. That might help you construct a well-thought inquiry to get the best advice available from this amazing community!

Take a look at those old questions, then come back here and give us the details we need to help you effectively.

Not enough information...

You might try announcing the new product to your current customer base.

If the product is differentiated enough maybe you should consider a PR campaign.

You can also do an ad campaign disguised as a survey. Check out Zoomerang.com.

Find out who the thought leaders are in the target market you are going after and try to cultivate a relationship and testimonials from these individuals.

dhinkle

Sorry, JG, I meant to suggest that you search the questions using keywords "product launch."

Well, this was certainly entertaining!

One approach that is somewhat universal is to launch the product to a select group of people with a higher degree of influence on the “full” market for the product. For example, a beer introduced only through select restaurants in a city, or golf club only available to professional golfers. The benefits of select introductions include -- it’s more of a story so more PR opportunities, confirmation and endorsements from users (both casual and formal), exclusiveness and others.

This will not work in all situations and works better launching consumer products.

Hope it helps