Product Launches: the Media Relations Skills to Drive Successful Launches
Tukilik’s experience in media relations has allowed it to develop methods and process specifically designed to support product launches.
Tukilik's launch of AOpen’s mini PC
In mid-2004 AOpen, a big manufacturer of PC components, wanted to launch its range of mini PCs in the French market. However, few people knew it made PCs.
Tukilik devised a multipronged launch strategy, which included AOpen sponsoring a high profile PC gaming event alongside specialist press briefings, interviews and a press conference.
The product launch generated over 70 press articles, both in the traditional media and online, in specialist publications and those aimed at the general public.
AOpen's mini PCs now have a significant market share in France.
The ‘domino effect’
At Tukilik, we place much importance on identifying the opinion leaders and editors - the key ‘product watchers’ - who will have the greatest influence on a client’s target audiences. Securing their interest and enthusiasm is an essential first step in creating a domino effect - a buzz - in the media where one story feeds another. We are experts in this field.
Tukiliks’ distinctive skills
Tulilik’s unique blend of skills encompasses:
- Creativity. At Tukilik, we think creatively in order to present opinion leaders with the real value and benefits of a client’s new product.
- Insight. We are skilled in identifying trends, and in then designing strategies which will allow us to take the greatest advantage of them
- Flexibility. We can adapt quickly, in real time, to changing media requirements
- Timing. We have developed a keen sense of timing in synchronising our PR activities with the sales programs of our clients
- Control and speed of execution. We understand the importance of sticking to schedules. We know how to execute, rapidly, agreed planned actions.
Payment by results
Clients only pay Tukilik on the basis of the quantity and quality of the articles obtained. In this way they are assured not only of professionalism in execution but of obtaining good value for money.
