How To Launch a New Product Or Service With Savvy PR
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1 How To Launch a New Product Or Service With Savvy PR Lindsey Brown Greater Houston Convention and Visitors Bureau
2 1. The Product Don t be afraid to develop your own product to further PR and brand goals. How is this product relevant to your organization s overall message? How does this product solve a problem or fill a void, both for your organization and your target market? Greater Houston Convention and Visitors Bureau www.
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5 Destination Perception Study from Texas Monthly Open-ended responses: Houston always seemed like a very big city, and I know of no attraction that interests me. Do not consider Houston a vacation spot at all. Houston is just too large. The average traveler, meaning those like me, would 'be lost on the freeways' unless they chose to stay in a limited area for the vacation I find Houston to be too large and too spread out in combination with too much traffic congestion. There may be a great number of activities possible in Houston, but I feel overwhelmed when I am there and less likely to really enjoy the experience. It has nothing to offer for anyone on vacation. It is not on the top of my list as a family vacation area Greater Houston Convention and Visitors Bureau www.
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9 2. What s the story? Why now? So what? Houston was accepted into this program because of its fantastic attractions. Cities can t buy into this program the market must be viable. Being a CityPass city reinforces Houston s attractiveness to tourists. The success of this program is proven. CityPass is the most convenient and affordable way to visit the top attractions in Houston Greater Houston Convention and Visitors Bureau www.
10 Most people aren t aware of the culinary diversity offered here (8,000 restaurants featuring cuisines from 35+ countries. Local chefs have developed a program to showcase the innerworkings of the Houston food scene. The where the chefs eat culinary tours led by 14 local chefs take attendees to the spots the chefs eat on their days off. It s an insider s guide with ultimate access. No other city is offering completely chef-driven, chef-led culinary experiences to restaurants other than their own. Greater Houston Convention and Visitors Bureau www.
11 3. Use the launch to generate buzz. Determine unique tactics to garner media interest. Celebrity (even a local celebrity) can bring cache to an announcement. Utilize partnerships and relationships. The launch must be timely (national trends, seasonal, etc.) Greater Houston Convention and Visitors Bureau www.
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18 3. Integrate advertising and marketing to further the message. OR, if there is no advertising budget, utilize existing initiatives to co-promote. E-Newsletters Collateral materials Tag existing ads Web site Contact lists/databases Greater Houston Convention and Visitors Bureau www.
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25 4. Utilize social media yours and your partners. Greater Houston Convention and Visitors Bureau www.
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27 5. Leverage or create post-launch PR opportunities. Greater Houston Convention and Visitors Bureau www.
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29 6. Measure Success: Did You Meet Your Goals? Sales Media value Web site visitation Waiting lists/database growth General awareness Greater Houston Convention and Visitors Bureau www.
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31 Unique visitation to HoustonCulinaryTours.com (to date): 25,991 unique pageviews Total number of people signed up to receive alerts and updates: 1,179 Total PR value of media coverage: $2.83 million* Total readership/viewership of media coverage: 9.4 million* Greater Houston Convention and Visitors Bureau www.
32 Key Takeaways Don t be afraid to develop your own product to further PR and brand goals. Use the launch to generate buzz. Integrate advertising and marketing to further the message or utilize existing initiatives to co-promote. Utilize social media yours and your partners. Leverage or create post-launch PR opportunities. Measure success. Greater Houston Convention and Visitors Bureau www.
33 Questions? Contact information: Lindsey Brown Director of Marketing and PR Greater Houston Convention and Visitors Bureau Facebook: Visit Houston Texas Twitter: VisitHoustonTX or LindseyBrown12 Greater Houston Convention and Visitors Bureau www.
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