Question

Topic: Strategy

New Product Launch Strategy

Posted by Anonymous on 9/21/2008 at 1:27 AM ET 25 Points
hi everyone,

we are about to launch our new product in the market. we are launching it with our networkers and dealers, around 200-250 persons, we are into direct selling and networking company like avon. we are going to launch a "medicine" that aims to lessen the "fats" and make the body fit. also we are launching footspray, hot oil treatment, leave on conditioner, facial cream but the content is with virgin coocunt oil.

we want our launch to be successful. to give u a background of our plans, we will have some sort of booth, it's gong to be a fanfare activity, since we are going to set up like a mini salon, with foot massage, foot spa, hair treament, facial treatment.

but how do we do these if we only have 2-3 hours of doing it with a total of 250 guests? im thinking of the best strategy to make our guests experience the free service we have for the day.

let's say first 20 guests will be given free facial? then we will be raffling off 20 more for foot spa? the 20 again for hair treatment? but i dnt think this will entice our dealers. because im sure all of them wants to experience it since these are all free.

how about in the invitation? should i already indicate the invitation number for raffle and how will i create excitement to all our invited guests for them to attend? is it ok to put outside the invitation card "two for the virgin" meaning an entrance tcket for 2 to experince the wonders of virgin cocout oil. pls, i need ur ideas more importantly. il be sending the invitations by tomorrow so i hope u understand the urgency of my request.

thank u.
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RESPONSES

  • Posted by sl/fc on 9/21/2008 at 3:41 AM Accepted
    often get confused are strategy and tactics. this is a tactic for an event. The event (facial, etc) is not the product. Eventually they all would like to, or need to, experience the product. Should in order to sell the first hand experience of the products. So, organize it to have everyone experience it eventually. Now what can you do while you have all those dealers at the salon like setting? Create an atmosphere of hope, excitement and the strong sense of success. Market stats, why it will be better than other products, marketing strategy to reach the target buyers (consumer?), that the company is doing all it can to make it successful. reasoning behind the packaging, you get the idea. A huge fanfare and then a challenge to the attendees, whoever makes it successful (be it highest sales, strongest launch into salons, etc.) and will be able to be a part of a strong future. hope this helps.
  • Posted by Jay Hamilton-Roth on 9/21/2008 at 8:39 AM Accepted
    If the event is at/near a hotel, rent a suite and schedule the sessions all day before/after the show. In your email/direct mail to attendees, request they preschedule a session to prepare for/recover from the show. At the suite, you'll have their complete attention to sell your products.
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