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Pitch Template: New Product Launch

The beginning of the year always begins with one of the most popular events for tech media professionals and brands, Consumer Electronics Show (CES). The upcoming year’s hottest consumer tech products are unveiled – most often in dramatic fashion – to thousands of event attendees over the span of six days starting January 5th. There’s a reason they call this event “The global stage for innovation.” The 2019 event alone drew 175K+ attendees, over 1K+ speakers, and featured over 4.5K+ brands.

Not only do brands and speakers gain massive attention from tech journalists, but the products tend to steal the spotlight. Many attendees are pitching tech media professionals leading up to the event to meet for coffee, share more about their products, and even give them a hands-on demo. When it comes to pitching tech journalists, we know a thing or two about what works best and why. Read more about crafting a pitch for journalists who write about consumer products and implement these tactics to increase your odds of connecting.

  • WHAT: 

    • Is this a B2B or B2C product/service?
    • Who is the buyer?
    • What is the use case?
  • WHY: 

    • Why is this particular product distinct and irresistible?
    • Will this product shift mindsets or change habits? How will it affect end users?

What data points validate WHY this product is worth talking about?
After asking yourself these questions, then it’s time to draft your first message BEFORE you click send and share with journalists. Need an example to reference? Here’s an article from Roger Cheng who attended CES in 2019 and covered the launch of the HTC Vive Cosmos AR/VR headset.

There are a few key elements tech media professionals are looking for when it comes to receiving pitches, such as:

  • Images and visuals: make sure these are hi-resolution. You never see media outlets using pixelated photos, therefore you shouldn’t either.
  • Hyperlink(s): yes, this is obvious but sometimes is forgotten. If possible, send them to a specific page rather than just the homepage.
  • Important dates: timing is everything when it’s news and you don’t want to miss out on a timely story. Use dates for embargoes and exclusives related to the launch.
  • Quote(s): most articles, including the one above, features a quote from the C-suite. Make sure the quote is relevant and NOT overly promotional.
  • Demo: a product demo with you in person or an opportunity to sample the product are great ways for journalists to write about a product AND give you constructive feedback.

Pitching tech journalists is never easy and there’s truly never one precise way to do it correctly. The more you practice writing your message, tailoring it to the right journalist and their audience, the higher the chance you’ll have of getting a response.

The good news is, we’re here to help! Submit your next pitch using our unique pitch template and, while you’re at it, download a free copy of our cheat sheet for pitching product launches that we outlined above.