Expanding Engagement & Inspiring Action with Your Next Product Launch discusses: -A comprehensive approach for a product launch -Strategic planning, story creation, content & tools, adoption & retention -Accurate measurement of product launch campaigns

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Eva Rohrmann, PR Newswire
Jessica Stark, The STARK Group
Jono Waks, Jono Productions

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@PRNEWSWIRE
@CNWGROUP
Jessica Stark
Principal
The STARK Group
Jono Waks
Principal & Lead Publicist
Jono Productions
SPEAKERS

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AGILITY: MULTI-CHANNEL
PRODUCT LAUNCH
Four Dimensions:
- Strategic Planning
- Positioning & Story
- Content & Programs
- Adoption & Retention

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DEMAND RECORDING

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PRODUCT LAUNCH 101
Jono Waks
Jono Productions, Inc.

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LINING UP THE DUCKS
Getting your ducks in a row before you start outreach is
extremely important.
Ask yourself the following:
• Why should a journalist care?
• How do you get the journalist to notice?
• Fact sheet or Press Release?
• What’s the Follow Up Plan?

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WHY SHOULD A JOURNALIST CARE?
• Journalists are overworked and underpaid and need to know
information quickly and concisely.
• It’s vital to create succinct talking points discussing why this
product is noteworthy and why they should care.
• Is your product appropriate for this journalist or outlet? Be
sure to do your homework.

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HOW TO GET NOTICED
• Did you know most consumer product editors get hundreds of
products sent to them each month?
• Product distribution: An example of a “Creative Mailer” is the fruit
basket recently sent on behalf of Mighty Handle and the Black Boot
Christmas stocking sent by Boot Rescue to NYC based editors
• Did you include a personal note? It’s important journalists know
there’s a human attached to this product.

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FACT SHEET OR PRESS RELEASE
• Did you know that consumer product journalists 300 emails a day?
Yes, I made that number up but it’s pretty accurate.
• When there is a “news” element to a launch a press release is
called for – services like PR NEWSWIRE offer targeted lists where
the right type of journalist will see your product news.
• When targeting a specific journalist a fact sheet is a better option
as most are only going to skim a note – including links and attached
information is better than a long and involved first contact.

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THE FOLLOW UP
• Competition is fierce and cluttered so it’s important to follow up.
• Truth be told there is a fine line between follow up and being a
nudge (or worse).
• Often editors do not know how much room they have until
advertising sales releases unsold pages so decisions are often made
last minute.
• Know thy editor – some would rather be called while others view
the phone as the enemy.

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Jessica Stark
Principal
The STARK Group
Jono Waks
Principal & Lead Publicist
Jono Productions
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