Every year in early May, the U.S. Small Business Association celebrates the contributions of America’s 30.2 million small businesses across the country during National Small Business Week. To capitalize on this observance, many technology providers debut SMB-specific solutions at this time, often oversaturating media that caters to entrepreneurs and independent businesses. When ARPR was approached by an incubator inside an American multinational technology company to launch a new SMB product during this timeframe, we knew we needed to develop an integrated launch strategy that would cut through the clutter and earn media and social attention - with conversions from small business decision-makers the primary objective.
To get out ahead of other product announcements happening during the official time frame of National Small Business Week, ARPR consulted with the client to officially launch the product on the eve of the observance. Then, after leveraging our? Panorama Approach to develop messaging that would resonate with key buyer personas, ARPR mapped out a proactive media relations strategy for launch that could penetrate five target verticals, general SMB outlets, and national tech and business publications. We then leveraged product and brand messaging, FAQs and pain points identified during the persona development process to draft a compelling launch press release, a post for the global tech provider’s owned blog channel, web copy and blog content for the product’s website, and developed a social strategy inclusive of both paid and organic efforts to correspond with the launch of the product.