The launch event is one of the most effective marketing platforms that brands can use to a huge extent to take their products to a different level. A brand launching a new product must ensure they have the maximum number of attendees for its launch event. More people coming to the event will mean the product has broader outreach.
Busy is up to the plant with the most attention and must include strategic marketing techniques. The press or media can make or break the entire product launch event and its purpose. This is why extra attention has to be paid to how a brand treats the media and its representatives who visit the launch event.
In this article, we discuss the wariest things that you can offer in the press kits for such launch events! Read on to find out.
What Are Press Kits
While organizing a launch event, you need to think about the materials you will be offering to the media for their reference to your brand. If you choose to go online, you can have a web page on your website named press kit for the reference of media personalities.
On the other hand, Offering the people from the press a folder or a kit containing information about your company and the reference to the event being held will also do the job.
These press kits sum up the event for them as they are busy and lack time. Not only the people from the media, but a press kit can also help your possible partners, influencers, and customers to know you better.
Five Stunning Benefits of Press Kits!
- It offers you the opportunity to let the media know about your brand and product in detail.
- It saves you the time required to explain every aspect of the product
- It gives the media/press a brief about all your contact details
- It promotes your product
- Gives a viable boost to the confidence of the press in your product
The Important Things You Need to Have in The Press Kits Are Mentioned Below-
Your company Backgrounder
Press kits are a great package for you to let the media know the reason and aim of your business. Right from your mission, vision, and growth of the company, you need to include all of these in your press kits. In addition, you need to ensure that the content is short, crisp, and also in line with the product or brand launch that is the actual purpose of the event. Remember, journalists are busy, so you should not exceed 100-150 words in this content so that they can take a look at it and know it all.
For example, Microsoft always takes advantage of the fact that the company backgrounder is appropriately shown in front of the public. The launch events of Microsoft are always carried out with the best content.
Significant statistics and facts about your company
If your business has got the numbers to showcase that there is growth and prosperity in the brand that is being promoted, press kits are the best place to showcase these numbers. People from the media will value these numbers and will create effective content in your favor that shall be published in news articles throughout the area or even the nation. Some of the relative points you can use in this part are-
- Duration of business
- Employee strength
- Significant profits
- Significant investments
- Yearly turnover
- Product-specific sales count
Infographics are the best way to showcase these numbers!
Images, logo and branding materials
For the press to write anything about you, they will need certain information and particulars of the brand. Your press kit, be it online or offline, needs to include each of them. You need to include high-resolution images of your upcoming product for the press so that they can use it across multiple platforms.
The images should be in various formats such as jpg or png, making it easier for the press. If you are providing your logo in the online press kit, make sure that the logo is on a transparent background to be used anywhere as a graphical representation of your brand. Note- If you have any brand guidelines on where and how to use each of the materials provided, kindly mention them here for the press.
An Example, Apple takes care of the fact that their events are filled with one of the most attractive images. They also make sure that the images are elaborative and tell a story about their products.
If your event is targeted for a product launch or multiple product launches, this part is extremely relevant for your press kit. You need to make sure that the kits have some of the, out important information about each of the products such as the price, specs, and also the designs.
Such information will help the press to analyze your offerings in a better manner. You can also offer some free samples for the journalists to understand your product’s quality and value and then write great things about it on their respective portals.
An Example, Mcdonald’s makes sure that the product information is properly highlighted during the launch event. It is very important to provide the proper information about the products.
Popular mentions in the media
Be it your online or offline press kit; if you have been visible in the media due to good things, you should show it off in the press kit. It does boost your brand value, and people in the press regard you as a known entity when they see that their colleagues have already written posts on you.
If you are sending an online press kit, make sure you give the proper link to such posts, as any misleading link can ruin your reputation once and for all. You may have had numerous mentions in the media. However, it is the duty of your PR team to ensure that in the press kits, only those that are huge mentions are offered and nothing else.
For example, Dominos always make sure that the detailing is there in the product. The most important elements of the product should be apparent in a tempting manner.
What if the journalist has a love for your business and the idea behind the brand and ones to follow up and make a story? They will not be searching around for your contact information which is why it is mandatory that you include your detailed contact information in the Press kit, be it online or offline. The contact details of your PR manager along with the email ID that deals with media queries need to be posted.
They should be separate email ID matches your brand name and exclusively deals with the press. Separate ID for customer inquiries and media inquiries will only make your business look more professional and trustworthy.
No one on earth doesn’t like to get gifts. The people representing the press aren’t any different and will love to receive some gift from your brand or business. You can offer them notepads, pens, table calendars, Mouse pads, paperweight, and numerous other such things through your press kit. The benefit would be that all these products shall have your logo and proper branding.
Any time these media people use these gifts in their daily life, your brand logo will come into exposure, and people may enquire about it. This is an effective way of lead generation through your press kit and serves both the purpose of keeping the journalists happy and promoting your brand to the maximum number of people.
An Example, This is taken care of the lead by the leading brand “Apple,’ and thus, they are still one of the leading brands in the world.
Nothing better than your team can represent what your business is made up of. It is immensely important to ensure that your press kits have headshots of some of the eminent names of your business.
Be it the CEO, Director, or sales expert; you can include their names and add a one-line brief about their career and how they have added to the business. If you are targeting any specific product launch event, you can add the name of the product head in the press kit for the journalists to know the innovator better.
It is also a great way to show gratitude for their support for making the product. During the product launch, it is much more effective to upload a pic on social media with the company’s entire team, rather than only with the founder.
Customer is the king; if they are satisfied, then nothing on earth can stop your business from growing. Add testimonials to the press kit so that the media can refer to those and conclude about the business or the specific product.
If you have got a bunch of positive reviews from eminent personalities in the industry, putting them up in the kit shall do wonders for your business. After all, it is the happy customers that matter the most for the brand, and media personalities will judge you based on the testimonials they get to see in the press kit.
An Example, Nike is a sports brand that always displays testimonials during its launch event. This enables them to gain more trust from customers all across the world.
Is there a person in your company who delivers an amazing speech and has quotes that would suit the goal of the press kit? If your CEO has got some great quotes, then the press kit is the best place to put them in. The journalists will be using this quote to write the article or posts about your product launch, and you never know such a quote can inspire many and give your brand a positive image.
No matter how genuine you make a press kit look, people in the media will end up trashing the information by calling it “self hail”. For this reason, you can include client names and details in your press kit for the media.
If they wish to expand the story on your business, they can directly get in touch with the clients to hear the other part of the story and then write a trusted post about your business. Many times, putting up the name of a clients name also imbibes a sense of trust with the people who associate with those clans or know the level of expertise required to deal with those certain clients.
Just like any other content visible on your business website, the things you put in the Preskett also need to be updated from time to time. The best practice is to change the materials and content every six months so that there is no monotony for the media personalities who may receive your press kit twice a year for a product launch or any other event.
An Example, Amazon, during the launch event of Alexa, took care of the fact that they regularly update the product information to keep the people interested and engaged with the product.
With these considerations taking place to prepare your media Kit, you can rest assured that such a kit will be a great marketing tool for your business. Your PR team is held responsible for the press kit and has the power to make or break the event you are preparing the media for. We wish you all the luck!
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Co-Founder of Burban Branding. With 5 years of expertise in Naming, Branding, and Strategy, I’ve empowered 200+ clients worldwide. Let’s embark on a transformative journey together, unleashing your brand’s true potential. Join me in creating a remarkable brand identity that captivates and inspires.