The Wrong Marketing Strategy Can Lead To Product Launch Flops- Tips to Avoid Common Product Marketing and PR Mistakes

By Julian Steinforth, Expedition PR

Success and failure in petals of daisyEvery year companies launch roughly 30,000 new consumer products. A staggering 95 percent of the new products end up failing, according to Harvard Business School professor Clayton Christensen. We also only read and hear about a small percentage of all these new products – mostly the breakthrough successes and the worst product flops.

It’s hard to get a new product on the peoples’ radar, especially for startups. Marketing flops, and ultimately product launch failures, are not only costly, they can be fatal. Startups and early growth companies simply don’t have the resources at hand like larger competitors to absorb those financial backlashes. Hence it does not astonish that according to NASBP, 46 percent of all US-based businesses failures occur due to a lack of marketing knowledge or management incompetence. And of course the reasons for startups to fail are numerous: from running out of cash, gabs in the strategy, wrong market positioning over to wrong leadership there are many hurdles for entrepreneurs out there. For consumer products, another hurdle is a person’s buying habit. Consultant Jack Trout stated that American families, on average, repeatedly buy the same 150 items, which constitute as much as 85% of their household needs. The challenge to get something new on the people’s radar, might be one of the toughest, but it can be achieved with the right marketing and PR strategy.

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8 Must-Have PR & Marketing Assets For Your Product Launch

By Katja Schroeder, Expedition PR


check_list_greenYour product is ready to be revealed. You are planning a targeted PR and marketing campaign to get it off the ground with the right positioning. Take a look at our check list of marketing and PR essentials that you should have in place for the launch.


1. Corporate backgrounder: Prepare a 1-2 page document that describes your company and the value proposition of your product in simple language. Keep executive bios as add-ons on file to show the strengths of the management team.
2. Visuals: Pictures and videos are the most shared content. Prepare screen shots (high res and low res) that can be shared with the media and via social media channels.
3. Product demo: If you can see it, you believe it. A short product demo video can win reporters – and potential customers over – in less than 2 minutes.
4. Key words: Identify the 3 top key words that you want to own. Those key words should be represented in all your media materials, product brochures, social media posts and website text.

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Marketing Planning: Watch Out for These 7 Events in Q2

by Julian Steinforth, Expedition PR


Andres Uribe at NY Tech Day in May 2013

Andres Uribe at NY Tech Day in May 2013

As the first quarter of the year is coming to an end, here are some of the key events (sorted by date) that should be on your radar for potential marketing and communications activities in Q2.


1. Earth Day, April 22, 2014, Worldwide

Hashtag: #earthday

With more than 1 billion people participating in Earth Day activities each year, the event is the largest civic observance in the world. Started in 1970 the modern environmental movement has achieved to pass among other landmarks the Clean Air Act, Clean Water Act and the Endangered Species Act. If you want to find out how you can take action and participate, visit http://www.earthday.org/


2. NY Tech Day, April 24, 2014, Pier 92, New York City

Hashtag: #NYTD

On NY Tech Day over 400 companies will strut their stuff to thousands of visitors, investors and reporters.  Exhibitors include tech startups from all over the world and across all industries.  The Expedition PR team will have a booth at NY Tech Day. The event is free to attend, so register now and don’t forget to stop by at our booth. Continue reading


Don’t Be Afraid to Re-Evaluate Your 2014 PR Planning After Q1

Katja Schroeder, Expedition PR

2014 is now in full swing. Your 2014 communications goals are set, your strategy vetted, and the program started like clockwork. You are on track for a successful first quarter.

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

But what happens after the end of March? Business strategies change throughout the year and are often altering a company’s communications platforms and priorities.

While dealing with the unexpected has become a daily routine for communications professionals, it does not mean that executing communications plans has become a thing of the past. On the contrary, a fast changing business environment just changed the communications planning cycle.

Like financial and sustainability reporting, communications programs need to be re-assessed on a quarterly basis to stay aligned with the business and the news cycle.

Expedition PR offers instant access to senior PR counsel. We can help to review PR programs on a quarterly basis to keep it aligned with the business strategy and help achieve department goals.   

You can book consulting services on demand directly via our website by following this link.  


PR Success Case: Warby Parker

By Katja Schroeder, Expedition PR

During two New York tech events – Ingenuity and TechWeek New York – Warby Parker executives presented a compelling case study for PR.

Warby Parker Dog SiteWarby Parker carefully crafted the positioning of a socially responsible lifestyle brand that offers beautiful designed glasses at a great value and with wonderful customer experience.

When the company first launched out of one of the founder’s homes in February 2010, it invested in three things: a gorgeous website, customer service and PR.

The company hired a fashion PR firm to arrange meetings with  top-tier lifestyle media editors to share the Warby Parker story and showcase the company’s first line of glasses.

The first stories appeared in GQ and Vogue. Afterwards, the company was flooded with customer orders. Warby Parker met its sales goals within three years, and had 20,000 customers on the waiting list. Continue reading


Mobile Takes the Lead: Mobile App Marketing Drives Reviews, Downloads, Industry Distinctions

By Katja Schroeder, Expedition PR

It’s easy to see that we’re living in a mobile world.  The Mobile Marketing Association just released their research indicating that mobile marketing is projected to represent more than $400 billion to the U.S. economy in two short years.

A recent Developer Economics report by Vision Mobile showed that developers who do not develop for iOS or Android generate about half the revenue of the developers who do.  Also, in the findings iOS emerged as the highest priority platform.

Expedition PR has been working closely with clients who develop and introduce pioneering mobile applications.

Most recently our client, Morton Subotnick’s Pitch Painter,  received a 2013 ON for Learning Award from Common Sense Media.  Pitch Painter was just one of 50 apps, games, and websites to receive the award celebrating the very best in kids’ digital media products.  We’re so pleased that Pitch Painter was recognized for its innovation and ingenuity.

Also, we’re proud of all of the work we’ve done for our clients in the mobile space, so to learn more about Expedition PR’s Mobile App Promotion Offerings, just check out our latest announcement.


Think in #Hashtags

By Katja Schroeder, Expedition PR

A common practice in media and messaging workshops is to develop a message house based on three pillars, with each pillar representing a core message.  The house always has a roof and the roof has room for a sentence that describes the company’s overall mission.  Putting a company’s mission into a single sentence is  not an easy exercise. A company has many dimensions and addresses a wide range of internal and external stakeholders. However, boiling down the message really helps to focus on the essential.

Stan-01-OpinionsWe can take this exercise even one step further. Today, a company’s mission needs to fit into a Tweet, 120 characters (not 140), that can be easily shared and re-tweeted. Ideally, you should think about your company’s mission in a hashtag format. What is it that your company wants to change? Express it in 1-3 words.

For example, we work with Seed&Spark, a crowd-funding and distribution startup exclusively for independent film. They use the hashtag #stayindiefilm or #filmcurious to communicate their mission of changing the independent film industry for the better.

For more ideas on how to communicate your company, take a look at our slideshow and download our eBook on “How to Prepare for Your First PR Push“.