For this post, we'll focus on new product launches.
After a bewildering amount of development effort, you're finally approaching the point where you can introduce a new product into the market. Sure, you can fire-up the marketing engine, buy a bunch of advertisements, and then wait for customers. This spray-and-pray method can work - it's a proven strategy - and there's nothing wrong with that approach. Plenty of companies do it.
It could also mean you might be missing some of the benefits that amplification can provide.
Building off your core marketing strategy, amplifying product launch communications refines your message by crafting a learning journey for your audience to follow with tailored - but consistent - content optimized for the platform and its users.
What does that look like? Let's focus on media relations and social media as two possible tactics.
With journalists, putting product in their hands can generate reviews by an authoritative, influential voice. But it doesn't have to stop there, your launch could be the gateway to a business story profiling your company and leadership.
Similarly, with social media a custom approach is necessary to gain quality traction. While many modern platforms require some level of promotional spend, the way your product launch story is told needs to be different. The big ones - Twitter, Facebook, Instagram, YouTube - serve their audiences in different ways. A one-post-fits-all approach is neither feasible nor possible as the platforms fight to differentiate themselves and compete for users’ time; you need to do the same.
While media relations and a social campaign can be a good start, they are not universal tactics and the possibilities for communication amplification are numerous, with launch events, experiential, partnerships, endorsements, and more at your disposal.
With proper strategic planning, companies can implement a launch plan that can drive greater brand recognition, product desirability, and, ultimately, returns.