Advertising a new product is the presentation of a good to the target consumers with the aim, of course, of selling it. To do this, it is possible to mobilize different advertising media, both traditional and digital. Nevertheless, there are determining factors in the choice of the advertising media: the nature of your product, your target and especially your budget!
Discover our advice to launch your advertising campaign to promote your new product.
Please note that all the rates indicated in this article are given as an indication and can obviously vary according to the periods.
Article Summary: How to advertise a new product?
- What advertising media to use when your advertising objective is to promote a new product?
- Determine the communication media to make your new product known...
- Advertising solutions to promote a new product on a national scale
- Advertising solutions to promote a new product locally
- Multiply contact points to promote your new product
What advertising media to use when your advertising objective is to promote a new product?
The promotion is one of the facets of the communication which allows great freedom as for the support used to diffuse an advertising of a new product. Indeed, it is possible to use almost all the advertising media that the world of communication offers. As for the traditional advertising media, the advertisers have the choice between :
It is also possible for them to use digital media to carry their advertising message for product promotion purposes, such as
By consulting these lists, advertisers could be tempted to choose randomly the media that will carry their advertising message and thus opt for media that will not allow them to reach their target and therefore their promotional objectives.
Determine the communication media to make your new product known...
... by determining your target
One of the questions you should keep in mind when choosing your advertising media is: "Which media is my target likely to come across in the course of the day?
Well, yes, not all advertising media allow you to reach the same target: it is easier to reach a younger target on social networks than in print media. It is therefore important that you know the habits of the consumers you want to promote your new product to.
In order to do your targeting for a new product launch, collect all the necessary information to build a persona or target profile:
- level of education
- socio-professional profile
- family situation
- technology used
From this data, you can determine your target's media journey, i.e. all the advertising media they are likely to come across during their day: in the street, on the transport, at home, online, etc.
… depending on your budget
In addition to reaching consumers, the advertising media you choose must obviously fit into your budget: forget about broadcasting a spot on a major TV channel if your budget does not exceed €100,000.
TV, radio, billboard, display... If your budget allows it, you can, of course, use all the media levers to promote your new product.
Here is an overview of the average budgets to invest for an effective advertising campaign:
|Media||Radio||Presse locale||OOH temporaire||Réseaux sociaux||Digital||Audio Digital|
€350 - €3,290 ecxl. tax
€100 - €5,000 excl. tax
€1,500 - €13,000 excl. tax
€1,000 - €1,500 excl. tax
|€5,000 excl. tax||€1,000 excl. tax|
|Recommended advertising time||
7 spots per day
for 10 days
|7 to 14 days||1 month minimum||2 weeks to 1 month||1 month|
But rest assured: the budget you put into your advertising campaign is not the factor that will determine the success of your new product promotion. The most important thing is to have an effective strategy.
… based on the competition
Also consider looking at what the competition is doing: what communication media were used? Does their strategy seem to have worked well? What can I do to stand out?
And if your new product has no competition, you can always look at what other companies are doing to promote their new products: what works for another sector can sometimes work for you, the trick is to know how to adopt and rework the strategy to your needs.
Advertising solutions to promote a new product on a national scale
Doing a national product launch advertising campaign is a good idea, but only if your budget allows it and especially if it meets your needs. Obviously, if your product is not available nationwide, there is no point in doing a classic TV campaign that is broadcast nationwide.
Using TV advertising to promote a new product
TV advertising is an excellent way to get consumers to buy a new product. According to the TF1 Pub Ilifo econometric study (February 2022), consumers who remember a brand's TV advertising presence are 88% more likely to consider purchasing.
The performance of television makes it one of the most expensive advertising media to promote a product: it costs no less than €100,000 to broadcast a 20-second spot nationwide on a channel like TF1 or M6.
Using billboard advertising to promote a new product
Billboards are one of the media that must be integrated in your media plan to promote the launch of a new product. Indeed, this proximity media is very effective when it comes to pushing consumers to make a purchase.
But beware, a nationwide poster campaign remains quite expensive: count at least 200 000 € (to be confirmed).
The fallback solution? Do a multi-local poster campaign by promoting your product only in the most relevant cities to reach your sales objectives.
Advertising in the press to promote a new product
If your budget is more limited, you can opt for the magazine press or the specialized press if your new product is intended for a specific sector of activity. In general, you should count :
- between €600 and €3,500 excluding tax for a ⅛ page
- between €1,500 and €4,000 excluding tax for a ¼ page :
- between €2,500 and €5,000 excluding tax for a ½ page
- between €1,000 and €14,000 excluding tax for a full page
Advertising solutions to promote a new product locally
Local TV advertising to promote your new product
Advertising on television to promote your new product with a small budget is possible if you choose the local or segmented option:
- Local TV advertising: You will find at France TV publicité a unit price list for a 30-second commercial, with prices ranging from 50 to 1,500 € HT. On BFMTV, you can concoct a one-month local campaign, for a budget of between €5,000 and €10,000 excluding tax.
- Segmented TV advertising: On M6, the minimum investment for a 7-day campaign is €5,000 excluding tax. At TF1, the average ticket for a segmented campaign is €15,000 excluding tax.
Advertising in the press to promote a new product
In the same vein as for TV, it is possible to advertise in the press on a local scale to promote your new product:
- between €500 and €2,800 excluding tax for a ⅛ page
- between €700 and €3,000 excluding tax for a ¼ page
- between €800 and €3,100 excluding tax for a ½ page
Advertising on radio to promote a new product
Radio is perfect to create a drive-to-store or drive-to-web campaign: it is a good advertising medium to ensure sales. The cost of an advert in a small local radio station is between €5 and €20 excluding tax (for an effective radio advert, you need to broadcast at least 7 spots per day over 10 days).
Use tactical media to promote a new product
Here is an advertising medium that advertisers tend to forget: tactical media. This advertising category includes a large number of marketing supports that allow local and targeted communication: leaflets, posters on cabs and bicycles, advertising bread bags, etc.
Opening a pop-up store is one of the perfect tactical solutions to promote the launch of a new product, as long as you build an excellent communication strategy around this event.
Why not orchestrate a flyer distribution with samples to make consumers discover a product who will be more likely to buy it if they have already tested it.
Multiply contact points to promote your new product
Regardless of which media best fits your budget, the most important thing is that your advertising message reaches your target audience and familiarizes them with your new product. To achieve this goal, it is necessary to multiply the points of contact between your target and your advertisement: opt for at least two communication media (bi-media strategy) that your target audience is most likely to come across during its day.
Some local radio stations of the NRJ Global Régions agency propose, for example, the COM' IN BOX advertising offer, which allows you to promote your product on 2 different media supports:
- Flyers distributed in mailboxes (5,000, 10,000, 15,000 or 20,000 copies)
- Radio campaign with 42 messages of 15 seconds
The entry price of the COM' IN BOX offer is €1,490 excluding tax.