Consumer tech companies tend to start from one groundbreaking tech idea with the potential to revolutionize the consumer market. But getting from what might have just been garage tinkering to a household name requires more than just innovation. Companies need a captivating narrative, a strategic PR plan, and the expertise to navigate the ever-evolving media landscape.
Defining the story
Before tech specs, it’s important to define the company’s core purpose. That includes the reasons why the product exists in the first place, the problems it’s able to solve for people, and how it’s able to improve lives.
Next is the target audience of the product. The early adopters of new tech, the tech-savvy consumers, or even those who are trying to solve specific problems. Knowing who the company is going to be targeting with the new product is going to guide the messaging and outreach in the future.
Then, it’s time to clearly articulate the value proposition, which means defining what makes the new product unique and how it’s able to stand out from the crowded market of tech products aimed at those same consumers. It’s important that companies craft a concise, elevator-pitch-worthy summary.
Brand personality
The core of a brand personality involves the voice and tone, which will resonate with the target audience. This means deciding whether the company is going to sound sleek and sophisticated when communicating with the world, playful and disruptive, or something completely different.
It also involves the visual identity of the company. This is the logo and the visual language that should align with the rest of the brand personality and reflect the product’s value.
Finding an audience
These days, there are two main strategies that companies can use to find their target audiences. The first one is on social media platforms, where companies need to claim their space on each relevant platform and start cultivating an engaged community, This involves starting conversations, listening to the feedback from the audience, and sharing sneak peeks.
The second one is influencer outreach, where companies can partner with social media influencers like YouTubers, TikTok stars, tech bloggers, and various other early adopters who can champion the new product to their loyal followers.
Media relations
In terms of media relations, companies first need to create their own press materials. Prepare press releases, media kits, and high-quality product images. Craft compelling talking points for interviews and presentations.
Then, companies need to identify their media targets, which means researching journalists and publications covering the industry and tech in general. Build relationships by offering exclusive insights and product demos.
Launch strategy
Companies will need to generate pre-launch hype through targeted press releases, social media campaigns, and influencer partnerships. Tease the big reveal, build anticipation, and generate conversation.
Then, host a launch event that amplifies the company’s story and showcases the product’s value. This is where companies get to invite media, influencers, and potential investors. Lastly, don’t let the hype die down. Continue social media engagement, share positive press coverage, and offer compelling early adopter testimonials.
