Product launch PR agency, Manchester
Product launch PR that makes people want it.
You've got something new to sell, whether it's a gin, a hamper, a hairdryer or a machine nobody has seen before, and you need people to hear about it, want it and buy it. You're launching against brands with bigger budgets, so you need people talking about yours.
Every launch has a story beyond the press release.
Your product is what you're selling, but the story usually sits somewhere else, in the problem it solves, the people who built it or the thing it does that nobody expected.
We find that story, take it to the journalists and creators your customers trust, and build your launch around it, so you go to market with coverage you can show to buyers and customers.
How we do it
Five ways to launch your product.
Waiting lists, early access and first looks that build demand before your launch date, so you go on sale with people ready to buy.
A media and creator day built around your product, with each outlet given the angle that suits its readers.
Your product in the gift guides and round-ups at Christmas, Mother's Day, Father's Day and through the summer, when your customers are buying.
Creators and UGC-style content that show your product being used, so it reads as a recommendation rather than an advert.
Coverage in the trade titles your buyers read, plus a proof pack that shows your product is already selling.
New technology, explained in one line.
When your product is new technology, the job is making it simple enough for a reader to understand in a sentence, and to care about in the next one.
Supersmith's 3Scooter uses F1-inspired stability technology to stop mobility scooters tipping, so we led with the founders' reason for building it and the people it's for. Wondrwall's Battery PowrPlan brings home batteries to homeowners on a subscription, and its launch opened in The Sunday Times. ioni was launching a brand new product into the market, so we built it a solid, authentic following through TikTok, Instagram and influencer campaigns.
Proof
Launches that landed.
160.18M PR reach and 64 pieces of coverage, including The Times and BBC News, from one media and influencer day.
A Gemma Collins gin for Zymurgorium won their first major multiple listings, with Co-op and Morrisons.
£80k of direct PR-attributed Christmas sales, plus a hamper that made £28k from 186 units.
640.9k reach from seven organic UGC-style pieces and another 692k from four influencer pieces, for the Food Warehouse launch.
55 pieces of coverage and 511.53M reach in the launch month, across national, tech, broadcast and Bristol press.
Questions
What people ask us about product launch PR.
What is product launch PR?
It's PR built around your new product: finding the story journalists and creators will run, timing it to your launch, and turning the attention into sales, listings or sign-ups.
How far ahead of a launch should you start?
Earlier than you'd think. Start while your product is still being finished, so your build-up is ready on the day it goes on sale rather than a week after.
Can PR help get my product listed?
PR can't promise you a listing, but it can give a buyer the evidence they look for: coverage, reviews and visible demand. Zymurgorium's Gemma Collins gin won their first major multiple listings, with Co-op and Morrisons.
Do you launch tech products as well as food and drink?
Yes. Supersmith's 3Scooter, Wondrwall's Battery PowrPlan and WeBuyBricks' Brick-O-Matic sit alongside gins, hampers and ready meals.
Do you only work in Manchester?
No. You get a Manchester team with the North as home, launching products across the UK.
Can you guarantee coverage or sales?
No, and you should be wary of anyone who does. You'll get an honest view of what will land and a report on what it delivered.
Want to know what ChatGPT says about your product? See The Answer Audit.
Launching something new?
Talk to us before your launch date and we'll tell you honestly where the story is and how to get it in front of the people who'll buy it.
Start a conversation now