{"id":1542,"date":"2026-07-16T10:33:00","date_gmt":"2026-07-16T07:33:00","guid":{"rendered":"https:\/\/2l-pr.ru\/en\/?p=1542"},"modified":"2026-09-30T14:48:55","modified_gmt":"2026-09-30T11:48:55","slug":"lonch-strategy","status":"publish","type":"post","link":"https:\/\/2l-pr.ru\/en\/lonch-strategy\/","title":{"rendered":"New product promotion strategy and methodology"},"content":{"rendered":"\n

We share our expertise based on the knowledge and long-term experience of special projects combining PR and marketing tools.<\/p>\n\n\n\n

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The image was generated by GPT Image 1<\/figcaption><\/figure>\n\n\n\n
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The goal and communication<\/h2>\n\n\n\n

Of course, the global goal of any marketing and PR activities, business as a whole, is profit, that is, sales. But when it comes to a specific project, in particular, the launch of a new product or model, you need to understand the introductory and not forget about the stages of the user path. In any case, focusing on sales right away is a direct route to draining budgets. The logic of the events should be directed like this:<\/p>\n\n\n\n

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  1. Ensure brand\/product awareness.<\/li>\n\n\n\n
  2. Gain trust.<\/li>\n\n\n\n
  3. To push for a purchase.<\/li>\n\n\n\n
  4. To retain a customer and turn them into a loyal brand advocate.<\/li>\n<\/ol>\n\n\n\n
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    In order for a new product to sell, you first need to tell potential customers about it, then convince them of its value, brand reliability, and ideally establish an emotional connection with the audience. Only in this case we can expect a decision to be made regarding the purchase and a repeat choice in the future.<\/p>\n\n\n\n

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    Make friends with PR and marketing<\/h2>\n\n\n\n

    When building a strategy for any project, we at 2L<\/mark><\/a> rely on the PESO communication model. In short, it’s about the synergy of different communication channels, including both PR and marketing tools. But to build a working system, you need to understand the difference.<\/p>\n\n\n\n

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    The objectives of PR are to create a positive image of the company, increase brand awareness, create an emotional connection with the consumer, strengthening reputation and brand loyalty. Marketing is more straightforward \u2013 it is aimed at attracting potential buyers, stimulating them to make purchases and, as a result, increasing sales.<\/p>\n\n\n\n

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    To achieve maximum effect, it is necessary to use both approaches: PR creates a positive perception of the brand by a wide audience, and marketing directs to specific products or services, encouraging them to buy.<\/p>\n\n\n\n

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    The structure of new product promotion campaign<\/h2>\n\n\n\n

    Step 0. Preparing for launch<\/h3>\n\n\n\n

    The task is to understand who needs the product and why, what problem it solves, how it differs from competitors, and how the campaign result will be measured.<\/p>\n\n\n\n

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    At this stage, it is important to study the target audience, demand, and competitive field, formulate a USP (unique selling proposition), prepare key messages, and select communication channels. You also need to set up analytics in advance: determine where the data on coverage, traffic, applications, and sales will come from.<\/p>\n\n\n\n

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    It is not necessary to wait for the official start of sales. Even at the preparation stage, you can work with a waiting list, test messages and creatives, collect the audience\u2019s first reactions, and adjust the communication.<\/p>\n\n\n\n

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    Step 1. Work on recognition<\/h3>\n\n\n\n

    The task:<\/strong> To create\/raise awareness of the brand and product, to convey to a wide (within the target) audience information about the appearance of the product on the market.<\/p>\n\n\n\n

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    Tools and formats of work:<\/strong><\/p>\n\n\n\n