Launching a new product, service or business is super exciting, but how do you stand out from the start?
Whether you’re opening a hospitality venue, releasing a new product, unveiling a rebrand, or even setting a new menu live, a successful PR launch campaign is sure to get all the right people talking.
We’ve delivered a number of successful launch campaigns for a variety of businesses in Manchester and across the UK, from hotels, bars and restaurants to e-commerce products, lifestyle & leisure brands, and even a mobile vet!
The right PR approach can transform your launch from a low-key announcement into an unforgettable experience, but making it stand out takes more than luck. This is evident when you think that more than 30,000 new products are launched into the market every year, of which approximately 80% fail to meet their objectives*. That’s why behind every successful launch campaign is a carefully planned PR strategy with tactics designed to capture attention, generate a buzz and build lasting credibility.
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Start with the story
Ever heard ‘people buy stories, not products’ before? The first secret for PR launch success is storytelling. Think of a launch as more than just showcasing a new product or hospitality brand; it’s an experience that should capture attention.
- Focus on what makes the concept you’re launching unique
- Highlight the problem it solves or the difference it makes for the end-user
- Keep your story simple, relatable and shareable
An example of this is when we supported the recent launch of assisted stretching studio Stretched’s Manchester studio. This wellness brand came to us for help with expanding outside Scotland. Our PR approach focused on the uniqueness of the concept and the founder’s physiotherapy background. Another example is when we helped to launch mobile vet My Visit Vet – sharing stories of the difference home visits had made to pets and owners alike captured the attention of ITV and The Metro.
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Build media excitement early
Successful launches don’t happen overnight, and timing is important here. You want to build excitement and make sure journalists keep their diary free, but you don’t want to share the story so early that people lose interest. Our years of experience means we can perfectly time the PR around your launch, and our strong relationships with media, especially Manchester journalists and influencers, ensure our clients have the best chance of being covered in the right places. A few tips include engaging with relevant journalists, bloggers and influencers early with personalised outreach and offering exclusives, sneak previews, samples or save the dates for an event.
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Plan a multi-channel approach
Don’t rely on a single channel. A successful launch uses multiple platforms to maximise reach. Press releases share key news with media outlets, social media campaigns post teasers, behind-the-scenes content, and countdowns, while email marketing notifies loyal customers or subscribers first. Influencer marketing leverages trusted voices to amplify your launch. Consistency across channels ensures your message reaches audiences wherever they are.
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Consider a launch event
How about kicking things off with a bang? A launch event can create a memorable, first-hand experience that drives buzz, attention and engagement. It is also a great way to generate social media content, press coverage, and get everyone talking.
We have managed many events, including launches in Manchester and Liverpool for festive karaoke sensation Bar Hütte and launch events for hospitality venues like cool kebab hangout Mit Alles in Manchester’s Northern Quarter and immersive café Cuppa Pug, to name a few! We have also managed events to celebrate restaurant birthdays, as well as brand collaborations – for example, we managed an influencer event in London for Scrub Daddy and Slug and Lettuce. For such events, we handle everything from securing brand partnerships to sending out invites, capturing content, and managing the guestlist on the day.
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Keep the conversation going
The day of your launch isn’t the finish line, it’s just the beginning. Keep the momentum going by inviting key influencers and journalists to review your product, venue or service after the initial launch. Post-launch engagement extends coverage and keeps the conversation going. For example, when restaurant chain Riva Blu had a brand refresh and launched a new summer menu, we invited journalists to review across a number of weeks. We also continually invited influencers and regional and national media to review The Reach at Piccadilly Hotel when it opened in Manchester.
Looking to launch in style while maximising on budget? An experienced agency can make sure you’re the hot topic on everyone’s lips. Find out more about our PR and influencer service and Speak to us today.
*https://kaizen.com/insights/article-why-do-80-of-new-product-launches-fail-uk/
