CPG product launch pR is integral to winning CPG campaigns. A consumer product launch is an essential event for any company–and even more so for consumer packaged goods (CPG) companies. Successful product launches can increase market share, brand awareness, and sales. And while there are many ways to execute a product launch, using public relations (PR) is often a smart strategy. Here are three great ways to use PR for a CPG product launch.
One key strategy regardless of how you launch: for consumer products, it’s exceptionally important that your PR and marketing stand out in the competitive environment for consumer attention.
Secure Early PR Coverage & Stay Consistent
For any new CPG, consumer trust is a prerequisite for great sales. PR leads in trust, so consumer packaged goods companies must secure early coverage to build consumer trust, awareness, and excitement for their product launch.
Traditional tactics would include samples and a press release. A more modern CPG product launch PR approach is a well-developed, and SEO-optimized media sample kit and specific information a journalist needs to write a winning review of the new product. If you’re pitching digital outlets or podcasts that aren’t generated months in advance, another approach is pitching consumer reporters on-trend stories that will include your product as an example. Securing coverage in the early stages of a product launch will help to set the tone for the campaign and generate excitement among consumers and retailers. When doing CPG samples, don’t go cheap, because Sara Blakely’s Spanx sampling program shows how value sampling can be for product publicity.
Plan on aggressive PR focusing on earned media throughout the first year. If you’re satisfied with market share after the first year, you may move to more brand awareness PR vs. earned media CPG PR.
Execute A Distinctive Social Media Strategy
Social media is a key channel for consumer packaged goods companies to reach their target audience. Think about how your target demographic uses social media, especially their interests. From there, think of content your target audience would particularly appreciate and where the content will work best. For example, you may have a video for Facebook and YouTube because the content is best suited to the ways your customers use those platforms. On the other hand, you may do something different from Instagram and TikTok. It’s truly time for CPG companies to think beyond the traditional influencer campaign. Be creative. For example, Bounty towels recently hired influencers to put Bounty in the background of their videos – this is a twist on product placements. P.S. be sure you stay out of hot water with the FCC and be sure to disclose the relationship. Always consider how your content can create newsworthy buzz to get extra mileage and earned media PR during CPG product launch. Generate consumer interest around the product launch with contests and giveaways too. Consider interesting ways to enter, or exciting prizes to have your contests generate extra PR.
Leverage Paid Media with Purpose
Consumer packaged goods companies should consider leveraging paid media to support their product launch. Again, think creatively and be sure your campaigns align. For an extra dash of newsworthiness, consider incorporating your purpose, or another extension of your brand. Consider paid media outside of traditional print, TV, and radio, and dig deep into target markets with paid placements in locations that specifically resonate. Paid media helps you quickly and generates awareness for your product launch, and when paired with high-trust PR tactics, paid media can be the conversion point that drives additional sales.
While there are many other strategies and tactics that consumer packaged goods companies can use to support a product launch, these three strategies are a good place to start. By executing a solid consumer packaged goods PR strategy and supporting it with paid media, consumer packaged goods companies will be well equipped to win the consumer product launch battle.
Since our inception, we’ve been helping consumer packaged goods companies in the launch of their new products. In that time, we have learned many critical elements to a successful consumer packaged goods PR campaign. While there are many strategies and tactics, here are three simple things you can do for your next CPG product launch.
Read more about our previous work here.