Effective integrated campaigns use direct mail, email, and brochure/sell sheets (among other tactics) to drive prospects to a microsite where they can view product specifications or informational videos. Give users the tools to download PDFs, order online, contact your company for more information, or find a nearby retailer where they can purchase your products. Both traditional and online PR can be used in the same fashion. By publicizing the launch of the product where your target audience spends time online, you can drive valuable traffic and interested users to the microsite. Furthermore, PR can notify industry publications of your product, where you might garner a review.
