Product Launches

According to Professor Clayton Christensen of Harvard Business School, more than 30,000 new consumer products are launched each year and 80% of them fail.

The reason, according to his colleagues on the Harvard Business Review, is “Companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game.”

That is – you’re so busy concentrating on the things you’re best at – i.e. the first two of the Four Ps (Product, Price, that you don’t have the time or the inclination for the last two – Place and Promotion.

But of course, that’s where we come in. We have an established network across the media waiting to help you along. We plan all the brave, surprising, crazy stuff. We also take care of all the diligent, rigorous, organisational stuff. We’ve walked this road many times before, so we know what’s around every corner, where the potholes are and, crucially, how to avoid the well-worn pathways.

Which leaves you to concentrate on all the things you’re good at, safe in the knowledge that we’re scouting ahead for you – preparing the ground to get you squarely and deservedly into the 20%.


In our book, product launching is not a single event – it’s a 3-6 month campaign. A simple press release is like exhaling in the wind. It goes nowhere.

So we push every lever on our marketing mixing deck to create a beautiful noise around your product.

We’ll work hand in hand with you to get to the pith of your product, who’s most likely to bag it and why.

We’ll work up a strategy that builds the tingle up to an anticipatory hum.

We’ll work our contacts like a swarm of bees – the journalists, the radio presenters, the bloggers, the event managers and celebs – to build the mood music, maximise reach and position your product slap bang in the middle of where it needs to be.

We press your product into the eager hands of journalists and bloggers who are (and have readers who are) keen to see it.

We gird up our talented creatives to make photography, infographics, ads, videos – whatever it takes to get your product to stick in people’s minds.

During the launch itself, we’ll keep an eye on how things are going, ensuring your key, core messages are being heard at this crucial time when the world’s eyes are on you. Customers often look beyond the product to see the company beneath, so this is the time where you can grow your customer base and more sales of your existing products.

And long after the launch, we’ll be working away to ensure the sales are steadily climbing, tweaking the levers to keep the market playing your tune.


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