How to choose a product launch agency in 2024

Launching a product is both exciting and terrifying. Months of hard work visualising a concept, researching your total addressable market (TAM), and then building your minimum viable product (MVP) are about to be tested beyond measure. You’ve invested time, money and emotional capital you may not have had. For others, you may be well-financed. Either way, bootstrapped or funded, you’ll discover if the broader market is ready for your offer.

So how do you know whether you should launch your product yourself or choose a product launch agency? Well, here are my top tips for launching a product in 2024.

How to choose a product launch agency

When choosing a product launch agency, you have to find one with niche experience in your field. It’s fair to say that larger agencies may have many teams and, therefore, many different industry verticals in their portfolios, but don’t discount the smaller company that only works one. Many smaller companies have been sold the big PR dream by larger agencies, only to be told when things don’t work out that results were in line with the budget. So a big brand agency doesn’t guarantee you results.

Asking for a product marketing agency referral

The first thing you should do is ask for a referral. Having first-hand information about agency successes is what you can rely on. Ask your business bank manager or any accelerator programs you’ve put your business through, and ask other founders if you have a network, but always try referrals first.

Try using marketplaces for product launch agencies

Many platforms or marketplaces aggregate agencies, and it can be tempting to use one of these, but how vetted are the suppliers? Then, even if they are vetted, ensure you have a defined list of questions to ask. You’re interviewing them about your business's future success; therefore, it’s on you to mitigate the risk of failure. 

That’s why you can’t rely on a big brand agency. Often, their best results come from spending hundreds of thousands of pounds or dollars. Ask for the most prominent result on the smallest budget, giving you the insight you need.

Choose a specialist product launch marketing agency

Digital BIAS

Work with a specialist product launch marketing agency. Remember, it's more than branding and a website. If you’re a SaaS or Fintech business, you might choose to work with the team here at BIAS. With over 15 years of experience consulting and growth with startups in this area, our team can lean into heavy insights, testimonials and case studies to show our expertise.

We’ve also productised growth for tech teams, starting with our go-to-market product ARISE, which underpins further growth as your revenue engine accelerates.

The Russell Agency

But if you’re raising funds early, you may choose The Russell Agency, as they have a clearly defined 5-step system from idea validation through scaling and optimisation for e-commerce and Amazon-focused businesses. As they can help with crowdfunding campaigns, they could be a valid partner to pair up with.

Prohibition PR

If you need a public relations agency (PR), look at Prohibition PR. Another partner for products for the consumer (B2C) rather than your business products or services for other businesses (B2B). Notable clients include Kurt Geiger, Auto Glym and Black Sheep Brewery. Public relations must be considered a brand-building strategy and should be long-term. 

PR pays back long-term. It’s rarely immediate unless you have a retail product with great press coverage. It might not be something you commit your entire budget to.

Jack Morton

Finally, if you need an agency specialising in product launch events, look at Jack Morton. They specialise in live, hybrid and virtual product launches, perfect for today's business landscape. Video is one of the most consumed content formats; it’s already the lead in the consumer world. Think Instagram and TikTok.