A main reason for the amount of buzz and hype created is the media itself. Bloggers, journalists, and pundits jockey for ad revenue and reputation as they pony up opinions and prognostications.
The media performers populating today’s 24-hour news cycle have an insatiable appetite for breaking news (and one-upmanship).
Understanding that successful product launches are as much about “The Greatest Show on Earth” as they are about pithier discussions of product features and benefits, you would be wise to play to the media’s need for showmanship, drama, and timeliness to make the most of your next launch.
Here are some PR tricks for a product launch that even P.T. Barnum would admire:
1. Tease the market. Apple is a master at teasing the market with news of its latest innovations. Leak tidbits of information to the media (don’t forget bloggers) to pique their interest and keep their ears open for future updates.
2. Product reviews. Send out advance product versions to key influencers (journalists, reporters, and bloggers) to review for their respective publications. Alternatively, you can invite certain members of the media and blogosphere to your office to spend the day trying out the new product.