The modern marketing market is very different from the way companies tried to reach customers a dozen or so years ago. Such dynamic changes result from the global reach of the Internet, as well as the huge number of users. Today, every person who uses a telephone also has access to the network, which he willingly uses. This means that these people are a group of potential customers. That is why it is worth betting on product PR and reaching them.
Product PR - what is it?
When it comes to a strict definition, it is difficult to include in one expression. First of all, because product PR is a series of activities related to promotion, brand image creation, as well as company evaluation. In fact, it is a form of action aimed at achieving a specific goal through the means already available marketing communication channels.
On the other hand, all actions are focused on creativity and the search for new solutions that will translate into effects. It is important to know that, in fact, this process is continuous and very complex. The road to achieving the intended results becomes an end in itself.
A position gained once in the market is never permanent. Public opinion, as well as the customer's perception of a given brand, can be variable. It does not necessarily mean that a given person has changed their mind about a particular company. It may turn out that she forgot about it, because her attention was attracted by a competing product, she was fascinated by the way of presenting whether a new brand won her trust. The ability to effectively plan is very important, but even an in-depth analysis is not able to predict all the variables that create the consumer market, therefore flexibility and quick response to changes are now the key elements of success in promoting the company.
How to promote a new product?
Newly created products, only introduced to the market, must go to "fertile ground". Even the most attractive items, refined in every detail, high quality and released on the market by well-known brands can get lost in the maze of information and other offers. Modern marketing activities related to the promotion of a given product are undertaken before it is launched on the market. Why is this happening? One of the most important elements driving the consumer is a kind of tension, excitement, curiosity, as well as familiarity with the product. These needs should be met by product PR.
Launching the product on the market is preceded by complex marketing activities. They also apply to the release of advertising spots, as well as sending information about it through other channels, such as via the website or social media. Only after proper preparation of the ground is it possible to launch the product. It is worth publicizing this event by reaching as many people as possible. Use tools in the form of influencers who may be the first people to test the company's proposal. Positive reviews in the age of the Internet, when it is the primary source of information, are an excellent promotional tool.
Differences between PR and advertising
Similar mechanisms apply in both cases. Both PR and advertising have the same goal. However, advertising is a phenomenon where there is no direct contact with the consumer. It is only a form of communication, while PR can be an excellent form of dialogue and thus information exchange. Through advertising, the company will not really receive feedback from customers about the product, only the consumer receives a specific message.
Therefore, PR activities also include direct contact. This is the moment when the brand can receive feedback in the form of constructive criticism. It can also answer individual doubts or objections from consumers.
Satisfying customers' needs and meeting their expectations are important elements not only in building a positive image of the company, but also a mechanism that drives consumption and interest in specific solutions. PR and advertising - how to reconcile them? The main thing is to remember the common language. This means that PR activities must complement the advertisement and its confirmation, and vice versa.
Why is brand image so important?
A consumer decision regarding the purchase or use of a given service depends largely on the feelings of a given person towards a given company. Her trust and even a sense of closeness or bond. This is why creating a brand image is based on building company-client relations. This relationship should be beneficial for both parties, and at the same time based on mutual understanding. The client should know the company's goals, understand the way it works, while the brand must be aware of the clients' needs and expectations.
In fact, the best advertisement for a product is the customer. His positive statements and opinions posted on the Internet. A number of associations evoked by the logo, advertising spot, feelings associated with the awareness of having a given product translate into successive local promotion. Complex psychological processes that take part in purchasing decisions are often the result of many marketing and PR activities on many levels.
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Product PR - examples and methods of use
Product PR can be a very important element of promotion, which perfectly increases the credibility of the message. Among the most popular tools and techniques, there are a few that bring very good results.
It might seem that product brochures are a thing of the past and are not able to win a customer today. Nothing could be more wrong. Well-prepared, they are perfect. Brochures allow you to expand the advertising message and may contain extended information about the product. This is a very effective way to attract a customer who is already initially interested in the offer and needs an incentive to buy. Brochures are also great for more complex and advanced products that require more extensive discussion.
The case study is one of the best product PR techniques because they allow you to make your products more credible in the eyes of the client. They are great at checking customer descriptions of specific product applications or implementation descriptions if the company offers technologically advanced products. A similar role is played by White Papers, which are based on a short market analysis along with a presentation of the application of a specific product.
The power of the media should not be forgotten. Press releases are a great alternative to advertising because they are definitely more credible to the client. This, in turn, can be associated with events that promote the product, and are aimed at journalists or specialists in a given field. Of course, there is nothing to prevent the event from being attended by target customers who can get to know the product better.
It is also a good practice to create a website where customers can learn about the technical data and features of the product. In this way, the company is able to present all the most important information about the offered goods. On the other hand, it can avoid a situation in which the customer is unable to obtain the most important information from his point of view that will convince him to buy.
Product management and product PR
Product PR is used primarily to promote new products on the market or to strengthen the position of existing products. One of its basic assumptions is to strengthen the brand's strength and positive attitude of the target group. All PR activities product managers focus on building the value of the assortment and brand image. It's all about promoting a product, and that's the main difference between product management.
Product management focuses on designing, implementing, and managing the lifecycle of a new product that is about to hit the market. Product Manager must be familiar with new technologies and skillfully combine them with the needs of consumers. The main goal is to adapt products to the expectations and requirements of a specific target group. The essence of product management is its life cycle, that is:
- launching the product on the market – product positioning and this is where PR comes in,
- increase in sales - maximizing market share,
- market maturity - staying on the market while minimizing the costs of marketing activities,
- product obsolescence - completion of financial investments in the product.
Product management and product PR are two different ways and different operating models that can be combined. Ideally, the company:
- first deals with product management, preparing to enter the market with it,
- then it invests in product PR, which allows it to reach a wide range of customers and build brand image through the media.
Some of the activities related to product management are similar to the practices undertaken within product PR. One of these elements is to define the target group, because although it has a completely different goal, it is based on similar activities, i.e. finding the customers we want to reach. In fact, product PR and product management are the elements without which it is difficult to effectively gain strength in a market where competition is enormous. It is worth combining these activities, because product management and product PR complement each other and together enable the preparation of a strategy that will be successful.
When is it worth using product PR?
In the vast majority of cases, product PR is only one element of marketing activities, but in certain situations it can bring much more benefits than other methods. One of these circumstances is the limited promotional budget and the inability to invest in expensive advertising campaigns. For many internet companies, it is the only and, at the same time, highly effective way to enter the market. If a company decides to introduce a new product to its offer and is aware that the first stage must focus primarily on promotion, then product PR is perfect.
The PR message is much more credible, and thus - it grows and its effectiveness. It should also be mentioned that product PR is perfect for products that are complex or technologically advanced. Thanks to it, the company can easily convey the most important information about it and popularize it in the media. For example: an advertising spot may seem like a good idea, but due to its short form, it will not let you convey too much information, but product PR may. We mentioned that this type of activity is great for new products, but it's actually a great way to attract customers to products that have been on the market for a long time.
Of course, these are not the only possibilities offered by product PR. The main goal of all activities is to increase the credibility of the message. Product PR is perfectly combined with other marketing activities, opening up many new opportunities for companies. It can be the main element of promotion, but it will also be a great complement to the promotional mix. Don't know how to implement it? PR agency will surely help.