What are some tips for introducing a new product to the market?


Quick Answer

Starting to reach out to potential customers at least six to eight weeks before releasing a product can increase the odds of a successful launch; reaching out to people with significant influence can help as well. Coverage by industry analysts can also help spur interest in a product, and preparing a compelling pitch can significantly increase the odds of getting free coverage.

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Full Answer

Reaching out directly to influential people and industry analysts can be difficult, as many of the big names are overwhelmed with similar requests. One technique for improving the odds of getting coverage is to leak information about the product to people who are somewhat less influential. An analyst who hears of a product from multiple sources might be more willing to take a look at it.

One way to encourage writers to cover a product is to constantly produce new material during the launch phase. Releasing information about a novel use of the product, for example, can give journalists a reason to write about it.

Another technique is to get partners and investors in the product to pitch in. People with a financial stake might be willing to reach out to contacts they know in the industry. They also might come up with novel ideas for attracting interest.

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