The launch of a new product can have a dramatic impact on a company’s business success. Do it well and it can catapult the company’s revenue and market share. Flub it and the opposite is true. A critical component to a successful launch is the impact that a communications program makes in creating awareness of the new product. It’s the messaging that communicates the new product’s benefits and media visibility that builds credibility in the market.
While every launch has its own idiosyncrasies in the form of objectives and resource allocation, we’ve found over the years that they also have certain commonalities. One of those core common elements, particularly in business-to-business launches, is the importance of the credibility built thorough public and market analyst relations. These sources build trust with audiences and create a certain sense of security and safety – if one of these experts touts the virtues of a product, it brings a validation of it to customers and prospects.
When longtime client Harris CapRock Communications cued up its biggest product introduction in years, it turned to M/C/C to spread the word.
In the communications field, Harris CapRock has a reputation as an innovator and a leader. As the company launched its game-changing Harris CapRock One service, it needed marketing that was up to the task. As part of an integrated communications program, public relations was critical to building third-party credibility and generating customer interest.