Launch Talk: What You Can Learn from the iPhone 5 Launch

September 13, 2012

No one launches products like Apple, and you can learn a lot from their hugely successful Apple Conference 2012 event. These events have become so iconic, they have truly changed the game when it comes to press conferences.

SA’s EVP Julie Hall and marketing coordinator Noel Fisher discuss how Apple manages to build buzz and gain media attention using the very traditional press conference.

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Create Key Messages

June 17, 2010

Tip 41: Create key messages

“If you put together messages without a framework, you will probably be mired in wordsmithing before you know it. Instead, begin by working logically from questions to answers. Assemble key individuals who will be involved in your launch, such as the brand manager, thought leaders from your public relations and advertising agencies, internal personnel with marketing savvy, and consumers. Ask each individual to write down any questions they think might be asked about the product, from the global to the specific. How does this work? What’s new about it? How much will it cost? How long will it last? Where can I buy it? Why would I buy this when the competition already has a better product on the market? Who tested the product to prove its efficacy? At this point, all questions are important to consider and none should be disregarded as irrelevant.

“Working with a trained facilitator (from your PR agency or a resource within the company), write all the questions on a flip chart or whiteboard so the group can see them. Review the queries to learn what the group thinks about them. Then ask the participants—working either alone or in teams of two or three—to group all of the questions into buckets. These will most likely address the product’s benefit to the consumer and what is new and different about it. We suggest having two or three buckets, one for each subject.

“Now comes the hard part: the facilitator needs to keep a relatively tight rein on the participants. Break people into groups and ask each team to formulate one sentence with the dominant answer or statement about the subject matter addressed in each bucket. Compare the input from the groups. You will find that the answers are usually very similar and will give you the essence of your key messages. Test each message you formulate by asking this question: If people hear, understand, believe and act on each key message, will it drive sales of the product and make the launch a success? If the answer is yes, you have likely formulated effective key messages.  Be sure to take a break at various intervals, as messaging requires time and perspective that can be gained only through discussions about each message and its meaning.”

Read more about creating key messages on page 100 of The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products. If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR


How Social Media is Changing Launch – Joan Schneider and Julie Hall discuss ideas from “The NEW Launch Plan”

June 3, 2010

Follow this link to watch Schneider and Hall talk about how social media is transforming new product launches, and discuss their favorite social media case studies.

“The NEW Launch Plan,” available at BNPmedia.com and at Amazon.com, is a business book for brand and marketing professionals, written by Joan Schneider, President, and Julie Hall, EVP/Partner, of Schneider Associates.  Authors Schneider and Hall draw upon decades of experience launching new products and showcase real world strategies and tactics used in highly effective product introductions. “The NEW Launch Plan” is replete with case studies from brand managers on the front lines of the battle for market share, and demonstrates how creative, integrated marketing ideas fuel and sustain launch success.

David Meerman Scott, author of “The New Rules of Marketing & PR,” commented: “In today’s always on, YouTube-infested, Twitter-centric world, it’s much tougher to launch a new product than even a few years ago. If you’re ready to launch a new consumer product into the national market, ‘The NEW Launch Plan’ is your blueprint for success.”

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.


Launch Basics: What You Need to Do Every Time

May 20, 2010

“While the strategies and tactics used for each new product launch vary according to the nature of the product, the target audience, trends in the media, retail distribution and consumer lifestyles, certain bedrock principles are required for planning and executing every new product launch. Following these launch basics will put you on the path toward success.  Ignoring them will put your launch in peril, no matter how exciting or innovative your new product or service may be.

Tip 1: Assign someone who is strategic and creative to lead the launch team.

“Brand or product managers make the best launch team leaders. These are people who are passionate about the product and have a single-minded focus to make it successful.  Unlike people higher up in the corporate food chain, brand or product managers are focused on the task at hand. Good brand and product managers live the product every day and know how to get things done.  They also are more apt to have the requisite marketing expertise required to lead a launch, something CEOs and presidents often lack. If you’re a company leader and you think that you should lead the launch team, think again. There is too much riding on the outcome not to put someone in charge who can live, eat and breathe the launch.

“Our only caveat is to involve the CEO along the way in planning, as there is nothing worse than presenting a finalized launch plan the CEO doesn’t like and won’t support because he or she was not part of the process. In our experience, involving the CEO in key planning meetings creates the alignment necessary to ensure the launch plan is enthusiastically received. Also, avoid putting someone in charge of the launch team who is driven solely by sales figures. Launch is an art and a science. Numbers alone don’t always tell the whole story about what is happening during a launch. Someone interested only in sales figures may be apt to pull the plug too early on a launch if sales targets aren’t being met. You have to be able to look behind the sales numbers to really know what’s going on.

Look for a launch team leader who is skilled at:

  • Bringing people together from various marketing disciplines to produce an integrated campaign.
  • Communicating and reinforcing launch strategies and product messages so team members are consistent throughout the planning and implementation process.
  • Fostering innovation in launch strategies and tactics.
  • Generating enthusiasm, confidence and a can-do team spirit that will be required at critical moments.”

Read the other basic launch tips in chapter 3 of The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products. If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR


Introducing “The NEW Launch Plan” – Joan Schneider and Julie Hall discuss topics from their new book

April 27, 2010

Follow this link to watch Schneider and Hall talk about the book, upcoming trends, key findings from the Most Memorable New Product Launch survey, their favorite case studies, and the concept of B2E – Business to Everyone.

“The NEW Launch Plan,” available at BNPmedia.com and at Amazon.com, is a business book for brand and marketing professionals, written by Joan Schneider, President, and Julie Hall, EVP/Partner, of Schneider Associates.  Authors Schneider and Hall draw upon decades of experience launching new products and showcase real world strategies and tactics used in highly effective product introductions. “The NEW Launch Plan” is replete with case studies from brand managers on the front lines of the battle for market share, and demonstrates how creative, integrated marketing ideas fuel and sustain launch success.

David Meerman Scott, author of “The New Rules of Marketing & PR,” commented: “In today’s always on, YouTube-infested, Twitter-centric world, it’s much tougher to launch a new product than even a few years ago. If you’re ready to launch a new consumer product into the national market, ‘The NEW Launch Plan’ is your blueprint for success.”

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.


Ten Axioms for Product Launch Mastery from Apple’s iPad Introduction

April 5, 2010

By Joan Schneider and Julie Hall

There were parties outside Apple stores all over the country Friday night and into Saturday morning. Customers who pre-ordered iPads waited patiently, excited to be the first to try this revolutionary new product.

In all the discussions about what the iPad does or doesn’t do, people forget that Apple makes products for what people want to do, not always what we think we need to do – but that’s why we want them. At best, the iPad will become the ultimate media consumption machine – where apps, magazine content, news, books and multimedia become more enjoyable to experience than on any other device. But beyond the features and utility discussion – what’s clear is the iPad launch is already another successful, profitable marketing coup from Steve Jobs, who made an appearance at the Palo Alto store, and Apple’s product launch masters. Early reports show weekend sales doubled analyst estimates, reaching 700,000. So how does Apple make consumers crave? They follow a formula for excellence.

Here are Apple’s 10 Axioms for Product Launch Mastery:

  1. Creating a superior, revolutionary, market leading product, with a customer centric design and exceptional functionality, so the product becomes the ‘star’ in advertising and the consumer’s mind.
  2. Enveloping the product in secrecy so there is a mysterious element to the launch.
  3. Creating drama when information is revealed to generate multiple bites of the news apple.
  4. Using a high profile spokesperson sparingly so when he appears, everyone listens.
  5. Establishing exclusivity through an initial high price point to attract early adopters who establish the ‘cool factor.’
  6. Motivating a large base of loyal brand aficionados and ambassadors who serve as an army of influencers and spread the word (and viral video) about the product.
  7. Staggering product availability to give word-of-mouth about the product a chance to build while managing the supply chain so that planned releases spike increased demand and drive traffic.
  8. Finding, sticking to and reinforcing brand positioning so that everything the company does illustrates the product’s simplicity and coolness.
  9. Developing the product with exclusive features so that others cannot copy the design and functionality, and even if they do—the original product is perceived as better.
  10. Keeping the details about the product under lock and key so that even developers have no idea how it really works until the launch.

Now that you know what they’re doing, does it make you want one any less? We look forward to watching the rest of Apple’s launch plan unfold, as the iPad becomes yet another product to demonstrate their launch mastery.

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.


Most Memorable New Product Launch Survey Results and Migration Marketing

January 14, 2010

Learn more about the 2009 Most Memorable New Product Launch survey. Watch Julie Hall, EVP/Partner from Schneider Associates, Aaron Reid, Chief Behavioral Scientist from Sentient Decision Science, and Patrick Richardson, Integrated Marketing Director from Schneider Associates discuss migration marketing, social media, television, the survey and the results.


MMNPL 2009 Marketing Trends – “Social TV”

January 14, 2010

The Internet and television are merging to form new marketing trends. Watch Julie Hall, EVP/Partner from Schneider Associates, and Aaron Reid, Chief Behavioral Scientist from Sentient Decision Science, discuss social TV and other marketing trends from the Most Memorable New Product Launch survey of 2009.


Download the MMNPL Webinar!

January 12, 2010

As you look toward upcoming new product launches, see what made the Most Memorable New Product Launches of 2009 so successful. Schneider Associates, Sentient Decision Science, and IRI review the top 10 product launches of 2009, as determined through the eighth annual Most Memorable New Product Launch Survey. This presentation discusses what made these product launches memorable, as well as the latest marketing, consumer purchasing and behavioral trends, including:

• Migration MarketingTM
• Social Media
• Media Multitasking
• “Trading up” or “down”
• Emergence of Small Indulgences
• Brand Trust
• Health Attribute Seeking Behavior

Download the presentation here.

Creators:

• Julie Hall, Executive Vice President, Schneider Associates

• Aaron Reid, Chief Behavioral Scientist, Sentient Decision Science

• Char Partelow, Senior Vice President of Consumer and Shopper Insights, IRI


MMNPL Webinar

January 7, 2010

When:
Tuesday, January 12, 2010, 3:00 to 4:00pm ET

Where:
Your Desk

What:
Thought Leadership Webinar

Greetings!
As you’re looking at your upcoming 2010 new product launches, look at what made the MMNPL launches of 2009 so successful. Join Schneider Associates, Sentient Decision Science, and IRI to review the top 10 product launches of 2009, as determined through the eighth annual Most Memorable New Product Launch Survey. We’ll discuss what made these product launches memorable, as well as the latest marketing, consumer purchasing and behavioral trends, including:

• Migration MarketingTM
• Social Media
• Media Multitasking
• “Trading up” or “down”
• Emergence of Small Indulgences
• Brand Trust
• Health Attribute Seeking Behavior

and much more…

How to Attend:
Click here to register now on the IRI Web site.

Hosts:
• Julie Hall, Executive Vice President, Schneider Associates
• Aaron Reid, Chief Behavioral Scientist, Sentient Decision Science
• Char Partelow, Senior Vice President of Consumer and Shopper Insights, IRI