How to use PR to successfully launch automotive products

Marketing and launching new automotive products is an exciting time for most manufacturers and distributors. With an ever-evolving media landscape, the power of good PR shouldn’t be underestimated as an essential tool to cut through the ‘noise,’ raise the profile of your brand and drive sales.

Common mistakes to avoid

For more than ten years, Sustainable Marketing Services has been successfully launching products of prominent companies in the auto market, like IONNIC, CTEK and Bainbridge Technologies.

We take pride in being bold and imaginative, creating PR that paints a compelling picture and ultimately inspires customers to buy.

We understand that simple mistakes in product launches can put a hard break on sales, not to mention your reputation. Some of the more common mistakes made include:

1. Insufficient Marketing & PR planning, where too many media opportunities are lost
2. The story and messages in PR are not relevant or timely, resulting in people not reading the article
3. The campaign period is too short and unable to build sales

How to launch a new product successfully

So you have done the hard yards. You’ve researched what your market wants and developed an innovative new product. Here are some suggestions on how to maximise sales from your PR campaign.

1. Write the copy to appeal to your potential customers

People are bombarded with information every day from many sources. With a rapid news cycle, it’s critical your product gets the exposure it deserves, to not just be today’s news, but next week’s and next month’s as well. Readers want to be informed, educated and even entertained.

You need to know what resonates with your audience. Target your message to their needs and interests and you’ll grab their attention.

Here is an example of a workshop charger with a new design:

Tip: Develop three to five key messages about your product and use these consistently in your PR all year round. Over time, people will remember these messages about your products. If they are relevant messages, they will influence sales.

2. Don’t rely on one earnt media press release

A launch press release is just the tip of the iceberg. An ongoing PR plan creates momentum over time. This is achieved through compelling story ideas, thought leadership and seeking placements consistently throughout the year.

Develop a suite of stories and placements that: -

• Deliver a targeted and well thought out product launch
• Educate your customers- prove your products value
• Incorporate case studies on companies and key market influencers you’ve given a trial product to
• Provide a corporate profile on what makes your company a success, or your innovation journey
• Underscore research you’ve conducted and how the market is charging

Timing your launch is paramount. If a client is able to launch a product in the year leading up to the AAAA Awards, we can submit an awards submission and write an innovation PR article to boost your PR coverage.

3. Don’t be cheap – buy some advertisements

Achieving a “once off” media release in a magazine is unlikely to successfully launch your product. You want to generate enthusiasm and create a conversation long after the launch date.

Running an advertisement in conjunction with a good PR article, can accelerate sales and keep the momentum going. People are more likely to see and be influenced by your marketing / PR messages.

Magazines need to make money like your company does. By investing in a media budget, you will be leveraging the media to influence, inspire and educate your audience.

The world is dominated by digital. Integrate relevant digital into the launch campaign to reach more people. Today, many media companies will add your article to their website and share it out via social media for you.

If you’d like some help launching your next new and exciting product, please give us a call on 07 3821 3939 or email us here.