Real World Launch Tactics

July 13, 2010

“What specific tactics are you planning to bring your launch strategies to life? Today’s launch tool kit contains an ever-growing array of methods you can activate to grab consumer attention. New tactics are being invented each day, as are new twists on tactics that have been around for decades. Choosing which tactics (old, new or a combination of both) match your new product’s personality and budget becomes increasingly more challenging as the variety of potential campaign elements escalates. All launch choices should be based on your brand’s attributes, the dynamics of the marketplace, how your new product fits within today’s retail environment, the benefits the new product brings to users, and your target consumers’ behaviors and preferences.“To make this discussion simpler, we’ve divided it into two sections—advice on real world tactics, and advice on how to launch in the cyber world. Of course, most things you do in the real world should be translated into online applications to create a fully integrated launch campaign. For example, if you plan a launch event, you’ll be promoting it off -line while talking about it on your Web site, blog, Twitter handle and Facebook fan page, and through other social media channels. Also, your print or TV ads will contain information to drive people to your online properties where they can learn about or buy the product.

“It’s impossible to discuss every possible real world tactic. Your launch plan is limited only by your imagination, budget and target launch date.  The tactics we’ve highlighted here are those we’ve witnessed to be highly effective for not only the Most Memorable New Product Launch winners, but for our own clients and other companies as well. In addition to tactics, we’ve included some general launch advice…”

Read more about launch tactics and advice in chapter 8 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


An iPad Revolution: Joan Schneider writes about why the iPad transcends the hype in the Cramer Insights Newsletter

June 28, 2010

Despite the wide ranging opinions of the iPad before it’s launch on March 5, 2010, this revolutionary product became one of the most successful product launches in Apple’s history, selling more than 3 million products to date. On Cramer Insights, Cramer’s thought leadership and perspectives newsletter, Joan Schneider, president of Schneider Associates and author of “The New Launch Plan,” discusses why the iPad deserves recognition as one of the most well designed communication devices to date. “Companies have started finding ways to use the iPad to enhance business. Now a host of other manufacturers are introducing their own tablet devices to jump into this runaway market,” Schneider states in the article.

To learn more about why the iPad transcends the hype, please follow this link to the Cramer Insights summer 2010 newsletter. To sign up for the Cramer Insights thought leadership newsletter, please click here.

About Cramer:

Cramer is a digital marketing and event solutions agency that fuses creativity and technology to design and execute experiences that move audiences. For more than 25 years, the agency has helped the world’s leading and emerging brands win and retain loyal customers, launch products and inspire sales teams. Reaching audiences online, offline, through emerging media and face-to-face, Cramer creates personalized, integrated marketing programs and events that maximize marketing impact—and their clients’ dollars. Cramer’s clients include Boston Scientific, Progress Software, EMD Serono, Inc., Bayer Healthcare and PricewaterhouseCoopers among others. Cramer is a privately held company. For more information, please go to http://www.crameronline.com, or visit their blog at http://www.awidernet.com.

If you would like help planning your next product introduction or launch event, 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


A New Paradigm—No Longer B2B or B2C, But B2E

May 4, 2010

“The omnipresence of the Internet in everyday life has been a prime game changing phenomenon for new product launches, and has created a new paradigm for marketers—the arrival of business-to-everyone, or B2E. In the United States, 74.7 percent of the population has Internet access; that’s over 304 million people. Overall, the Internet is the medium with which users spend the most time (32.7 hours/week), according to IT market intelligence giant International Data Corporation (IDC). This is equivalent to almost half of the total time spent each week using all media (70.6 hours), almost twice the time spent watching television (16.4 hours), and eight times more than reading newspapers and magazines (3.9 hours).

“When literally anyone around the world can visit your Web site, you are no longer aiming your messages at only your carefully targeted business to-business (B2B) or business-to-consumer (B2C) customers. Instead, you are talking to everyone—B2E. This may have broader implications for those in the B2B market since B2C companies are more accustomed to thinking of virtually anyone as a potential customer. In the more tightly controlled B2B arena—particularly in the business service sector— companies usually talk to a carefully selected group of target customers and prospects. Now anyone, including your competition, can visit your Web site and see your products, pricing, and case studies, and learn how you are positioning your wares. No one cares whether you characterize your product, service or company as B2C or B2B; all they want is information available 24/7 brought to them by Google, Yahoo, Bing or other search engines that provide rapid search access.”

Read more about the emergence of B2E on page 10 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