Question

Topic: Advertising/PR

Product Launch Idea For A Local Coupon Book

Posted by Anonymous on 2/25/2010 at 10:33 AM ET 250 Points
Hi,

I have spent last 8 months to develop a community fundraising coupon book and now is time to launch this product out to consumers.

Would any of you please share your expert views to help me create a successful product launch campaign using strategies both online and & traditional media.

Two things in my mind was to arrange an event and invite businesses who participate in the book and organize a guest speaker such as Mayor? Creating a press release and inviting press as well?

I was also thinking to print 1000's leaflets and make a brief introduction about the book plus insert 6-9 sample vouchers within the book to encourage them to take advantage of the offers. So then hopefully they would buy the book?

My book has appx: $5000 worth of coupons ranging from travel to dine out, estate agent discounts to Health& Beauty..and it will cost only 14.99 to buy the book.

Its all about getting heard and create a buzz about this product and I dind't think that could be so difficult to do the ''right thing'' :)

My product will also be used as fundrasing product plus will be on sale in one of the biggest leisure center in the neighbourhood.

Thank you for your replies in advance.


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RESPONSES

  • Posted by Gail@PUBLISIDE on 2/25/2010 at 10:46 AM Accepted
    I would say that unless proceeds from the coupon book are going to help a major project or effort in your community, I would leave dignitaries such as the mayor out of a launch.

    I might invite some of the business owners that have coupons in the book to speak at an event and provide product (food samples from restaurants, logoed tools from a hardware store...).

    I think the leaflets about which you wrote would simply be a monetary drain.

    Pitch your coupon books through media outlets in your community, create a percentage incentive for students to sell them and via social media, consider a giveaway for a few of them.

    Getting people to buy community coupon books is all about buzz. Be creative, but keep expenditures in favors and dollars to a minimum.
  • Posted by CarolBlaha on 2/25/2010 at 2:38 PM Accepted
    I would get the chamber involved. They know the mayor and can try to make that happen in your behalf. And their mission is to support local biz. They can tie it to a business after hours and get you more donors!

    I would also invite the schools, or whatever groups would be interested in your fundraiser.

    If you are going to sell the book at the event, keep with your plan of it as a fundraiser. You can market as "proceed of the night's coupon sales beneifit xyz"

    Then it'll make a good follow up release, your event sales generated $x to the org. The benefitting org can also help promo the event.
  • Posted by Jay Hamilton-Roth on 2/25/2010 at 3:29 PM Accepted
    Get local community groups involved as affiliates. Let them help spread the word and benefit their organization as well.

    The energy necessary to have an event is likely not to result in the benefit you're seeking. What you have isn't newsworthy - you're selling coupon books for local merchants. Focus on teaming up with local businesses (for example, each of the merchants in your book) to have them sell a few (or at least, put up signage) in their business.
  • Posted on 2/25/2010 at 5:04 PM Author
    Wow,

    Thank you very much for great answers! They all are very valuable and great help.

    I have already add most of them to my checklist!

    Note: Phil, I appriciate your comments on hiring an expert on this project as not everything can be offered for free. It's true but advice offered so far by many of you have already great impact on this project.

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