What’s miss­ing in most new prod­uct an­nounce­ments

Get­ting your prod­uct listed in the New Prod­ucts col­umns of pub­li­ca­tions and web­sites can pro­vide you with much needed free pub­lic­ity—that’s a fact known to many. But, be­cause of a few miss­ing de­tails, many prod­ucts get ig­nored...

Electronics Bazaar - - Contents - By Rahul Cho­pra

Ev­ery month, we get over 500 press re­leases of new (tech) prod­ucts. Out of th­ese, only a small frac­tion passes our re­view process and gets pub­lished in our mag­a­zines and web­sites. Typ­i­cally, the best prod­ucts rise to the top of the list and get pub­lished. But, at times, seem­ingly great prod­ucts miss the bus be­cause of the miss­ing de­tails.

While some me­dia com­pa­nies do try and get back to such firms to seek the miss­ing in­for­ma­tion, I know for sure that many just don’t find this ex­er­cise ‘worth the ef­fort’, re­sult­ing in some great prod­ucts miss­ing their chance to gain free pub­lic­ity.

Re­cently, at EFY, a team of jour­nal­ists met and put to­gether many such ‘in­com­plete’ press re­leases. We went through each one of them to list the key points that were miss­ing. In a cou­ple of hours, we came up with a short check­list that can help YOU make bet­ter prod­uct an­nounce­ments.

The check­list

• Who’s the pri­mary tar­get au­di­ence for this prod­uct?

• What are the key (ad­di­tional) ben­e­fits of this prod­uct for the tar­get au­di­ence, com­pared to your ear­lier prod­uct, or com­pet­ing prod­ucts?

• When was the prod­uct launched in the mar­ket or when will it be launched? If not the ex­act date, at least the month or quar­ter should be men­tioned. • Where was the prod­uct man­u­fac­tured? This is a bonus if the prod­uct is man­u­fac­tured in the same na­tion as the re­port­ing me­dia, given the in­creas­ing hype around the ‘Made in Our Coun­try’ move­ment, glob­ally.

• Pric­ing in­for­ma­tion (most of the time, this is miss­ing).

Fea­tures vs ben­e­fits

I want to re­it­er­ate this as­pect that is easy for techies to miss. Al­most ev­ery press re­lease of a tech prod­uct has a long list of tech specs. But, how do th­ese fea­tures ben­e­fit po­ten­tial cus­tomers -- that is the crit­i­cal in­for­ma­tion that’s of­ten miss­ing. This one piece of in­for­ma­tion helps us (jour­nal­ists) de­cide whether this is just a ‘me too’ prod­uct or some­thing truly in­no­va­tive.

Post script

Af­ter we were done with the check­list, we asked our­selves the ques­tion, “Why not put th­ese ques­tions on a Web-based form, to help SMEs and star­tups pro­duce their New Prod­uct an­nounce­ments in a jiffy.” So we’ve re­cently done a beta re­lease of our New Prod­uct Launcher at http:// www.ele­b2b.com/ele/NPLQues­tion­naire.asp.

It’s a free fa­cil­ity that’s been de­signed keep­ing elec­tronic prod­ucts in mind, but can be use­ful for most tech prod­ucts and, per­haps, for non-tech prod­ucts too. We, of course, will fea­ture only the elec­tronic prod­ucts in our pub­li­ca­tions and web­sites. If you do try this tool, please share your feed­back so that we can im­prove on it, if nec­es­sary.

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