Question

Topic: Strategy

Any Great Ideas For A Product Launch??

Posted by Anonymous on 8/3/2004 at 10:46 PM ET 125 Points
It's finally time to launch our product of [info deleted byh staff] here in this state. Over the past 1 1/2 months that I've been working for this small company, we have learnt that the main customers are gyms (with members up to 2000), and community parks/leisure centres. We did get one major camping chain who is carrying our [deleted by staff] in his stores throughout the state.

Now I'm just trying to think of a creative and interesting way to launch the product. My original idea was to send media release to all the newspapers, appropriate magazines and tv stations here. Would it be wise to also hold a function and invite all the journalists to attend to 'officially' launch the product?

I also have another dilemma. Before I started work with this company, the owners gave their customers the option of having their logos printed alongside the original logo (with a min order of 500). We do not charge the printing of the extra logo. My opinion on that was to change that strategy to giving the customers the option only when the customers are having a promotional event or an annual event (min order 1000).

The owners think that a sale is a sale and at this stage, we should not restrict anything. I am thinking of the long run and I do not like the idea of distributing our [deleted by staff] all over the country with all sorts of logos being sold alongside our own logo. My opinion is that it sort of 'dilutes' our own efforts of branding.

Please advise!!

Thank you.
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RESPONSES

  • Posted by Deremiah *CPE on 8/3/2004 at 11:04 PM Member
    MiSeRy,

    I agree with you on the additional logos being placed alongside your logo and how that might create a problem. I don't think this works unless you all are planning on being a fundraiser distributor of [deleted by staff] and I don't think that will work well. I think you all need to go back and brain storm on a couple of things. You most definitely need to create a strong marketing campaign that reaches the appropriate market places. Have you all determined what is the age range of those you are trying to target market or who might be your ideal customer, where that customer is located and how you can reach that customer and create a strong grass roots campaign? Your existing customer should tell you a great deal about the customer you are trying to attract. Who is your ideal customer and what motivates them to use your product. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by Deremiah *CPE on 8/4/2004 at 2:01 AM Accepted
    MiSeRy,

    In my experience most major companies make the market place aware of their new products or services through press releases so I would say that this is fundamentally key. A great book I've been reading is Guerrilla Publicity. It will show you how to set up a PR Campaign that is effective. (you can check it out here) https://www.amazon.co.uk/exec/obidos/ASIN/1580626823/ref=pd_sxp_elt_l1/202-...

    MiSeRy you all might even want to find a way to educate your clients about this service. At health clubs you all could easily use fliers. The personal benefits should be easy for you to pull out. I think reading the PR book will show you how to effictively consider the value and whats in it for your client. Try using www.prweb.com it is a pr service that allows you to choose the type of campaign you can afford for the budget you have.

    Also generating a good news story will aid you in the development of reaching a broad market. Get to know some of your local newspaper writers and try to generate a local story. If this happens for you build it into a national story. Thanks for the information and remember that your most important factors are persistence and diligence are necessary to get where you want to go, meeting the need of your customer is crucial, knowing who your customer is does make a difference, going the extra mile with your customers will pay huge dividends, When in front of a potential customer remember first impressions are lasting, finding a way to multiply your service is necessary and having a purpose worth being passionate about will always get you noticed by your customers. Is there anything I can do for you MiSeRy?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by SRyan ;] on 8/4/2004 at 6:22 AM Accepted
    MiSeRy, nice job with the detail in your question. (Don't forget to fill in your KHE profile, too, so you can provide company info that members can review for ALL of your questions posted here.)

    I have trouble imagining any journalists who would show up at a party for [deleted by staff]. You're probably going to have to get pretty creative to generate product buzz another way.

    Here's one idea: Can you print part of the media release or your marketing message ON the [deleted by staff]? Send it (and maybe another two "blank" [deleted by staff]) to the trade journals (sports? outdoor life?), to the TV stations (business reporter? sports reporter?), and to key potential customers.

    Giving away samples is the strongest message you can deliver about your product.

    Could you tie a "launch event" to a visible public sporting event that's being done for charity? For example, a running marathon or a bike-a-thon. Donate your [deleted by staff] to the event and get lots of signage in front of participants, spectators, and the media.

    Even though you've stated your initial market focus, let me tell you others that come to mind: Motel chains, stadiums and sports arenas, spas and salons. If you have smaller versions of the [deleted by staff], maybe barbecue and lobster restaurants would appreciate them! ;]

    Lastly, regarding branding: Since your product is truly designed to be distributed with your CUSTOMER'S logo on it, your own logo had better be unobtrusive, if it's there at all! The "end user" could care less about the [deleted by staff]'s manufacturer. You're not selling it to end users, anyway! You're selling image, innovation, and cleanliness to the customer who PROVIDES the [deleted by staff] to the end user for convenience.

    Neat product! You should have fun with this job...

    ¤ Shelley ¤
  • Posted by Deremiah *CPE on 8/4/2004 at 11:51 AM Member
    MiSeRy,

    What does a [deleted by staff] look like? Size, texture, weight and smell? Just curious like curious George.

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Deremiah *CPE on 8/4/2004 at 7:34 PM Member
    Gary,

    I thought the same thing.
  • Posted by Deremiah *CPE on 8/5/2004 at 1:52 AM Member
    MiSeRy,

    I've always sent my press releases out before my events but it is totally acceptable to send it after the event. And I most definitely would include pictures because sometimes your picture may get placed in the paper. Is there anything else I can do for you?
  • Posted by SRyan ;] on 8/5/2004 at 8:26 AM Member
    Okay, you've got a bigger problem here than the product launch!!

    You need to rethink the description of your product, Mizz!

    I'm like Gary (Vevolution) and Deremiah... I believed this was a throw-away-after-one-use [deleted by staff]. The word "[deleted by staff]" is at fault. Maybe "portable" is a better way to describe it. Or call it a [deleted by staff]. Or [deleted by staff]. Either way, those words convey that it's compact AND it's no big economical loss if you lose it. Add the word "thirsty" to the name and you can communicate how effective it is, too. [Deleted by staff] is a good name, but the punchline (tag line) must roll off your tongue, as in "The [deleted by staff]."

    Regarding the launch event... perhaps it's best to have a launch YEAR.  Where is it written that you can "introduce" your product only ONE time??  Call them Showcase Events, and do as many as you are able.

    ¤ Shelley ¤

    ps. Gary's reference to a teenage boy's gym [deleted by staff]: That unsavory rectangle of [deleted by staff] that is used regularly, gets stuffed into a school locker, and never sees the inside of a washing machine. Eeewww!!
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