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LOOKING TO LAUNCH Pla nning For Success-

LOOKING TO LAUNCH Pla nning For Success-

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LOOKING TO LAUNCH Pla nning For Success-

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  1. LOOKING TO LAUNCHPlanning For Success-

  2. THE AIM OF THIS WORKSHOP • To introduce a practical framework to help you plan, execute & evaluate a PR launch

  3. WORKSHOP OBJECTIVES • Manage client expectations • Plan your launch effectively • Recognisethe universal launch elements • Put together a practical launch proposal • Phase your launch to optimise results • Reality check!

  4. Session One: The Launch In Context • Everyone knows a good launch when they see one, and the reverse is just as true • The launch is a high risk, high reward activity - welcome to the ZONE • It really puts PR professionals on the line and makes us back our judgements & market knowledge

  5. Session One:The Launch In Context • Our clients trust us, and pay, to deliver success • There is really no such thing as a successful re-launch • You have one chance to get it right

  6. Session One One: Managing Expectations • Begin the launch exercise by interrogating the brief & gathering intelligence • Talk to the people who have developed the product or service - what is their take on it? • Meet the sales team - what market testing have they done, who have they talked to?

  7. Session One: Managing Expectations • Liaise with the marketing team to ensure the launch is INTEGRATED with other promotional activity • Explore with client what they actually expect to achieve - begin to manage their expectations • Budget & Timeline - what is realistic & practical in context?

  8. Session One: 10 point planner • Sizzle quotient - is there one? • Three-way approach - set one out • Celebrity endorsement Who might fit the bill • News release: can I see the story in my head? • Visual angle: what might work to look at?

  9. Session One: 10 point planner • Story pitch: National, regional, local, trade, web • Precedents: what can I learn from that works? • Client expectations: How should I manage them? • Budget: Is the money there to support my ideas? • Capacity: if we got the job, could we service it?

  10. Session Two: Planning The Launch • THE BRAINSTORM!Great ideas are not the monopoly of seniors - get people at all levels & from all divisions around a table to be creative. • THE CONSUMER LAUNCH:needs clear touching points with the public; values consistent with the brand; look for association or endorsement to provide identity or ‘face’.

  11. Session Two: Planning The Launch • THE TRADE LAUNCH: Be creative but think about leveraging existing opportunities where audiences might already be gathering • THE ‘SOFT’ LAUNCH: Your launch doesn’t have to be high profile or expensive - it can be achieved through existing networks • THE ‘DON’T DO IT’ LAUNCH: Run a mile from no hopers

  12. Session Two: The Launch Elements • THE FOCUS: Something out of the ordinary must happen, an event • THIRD-PARTY ENDORSEMENT: A ‘face’ creates visibility, credibility & recall • PHOTO-OPPORTUNITY: Think about a visual pull - what will the camera love that might help to get the message across? • MEDIA STRATEGY: A well planned and managed media strategy is vital to launch success. Manage this closely

  13. Session Two: The Launch Elements • INFORMATION: news releases, press packs, photography, q&a’s, spokespeople - the list of supporting material is a long one • ACTION PLAN: The launch need a highly evolved action plan with responsibilities & a timeline • LAUNCH TEAM: Get the right mix of people for the job - you might use the ‘Teamstart’ approach

  14. Session Three: The Launch Proposal • OBJECTIVES: Set clear & precise objectives, which everyone buys into • SUCCESS CRITERIA: These need to be set beforehand, to provide a context and ensure an agreed way of measuring outcomes. Monitor & evaluate! • LAUNCH PLAN: The proposal sets out the strategy, tactics, timeline & budget for the launch

  15. Session Three: The Launch Proposal • PROGRAMME: Provide the required level of detail: • What; When; Where; Who; How; What cost; • INTEGRATE ACTIVITY Make sure that the PR element of the launch integrates with other marketing activity to maximise impact: • Advertising, direct mail, roadshows, speeches, results

  16. Session Three: Programme Phasing • PRE-LAUNCH PHASE: Focus on: • Integration of marketing tactics • Press kit • spokespeople • Media training • Pre-briefings • ‘teaser’ campaign to build up expectations & generate buzz

  17. Session Three: Programme Phasing • ‘GO-LIVE’: • Check the news agenda • Set up Press Office • Implement action plan • Photo-opportunity for mid morning • Electronic news distribution • Web announcements • Resource correctly • Be flexible & able to respond to changes in plan

  18. Session Three: Programme Phasing • POST-LAUNCH: • Follow-up stories • Photography • Down the line interviews • Response details • Keep a detailed log of activity • Stay in close touch with the client • Build accurate reports, manage expectations early

  19. Session Four: Channel Integration • Advertising: trade & consumer, OTS driven • Direct Mail: response rate driven • Telesales: Targeted phone selling • Exhibitions: measured by footfall & leads • Product demos:Reach existing customers & prospects • Roadshows: Take it round the country

  20. Session Four: Channel Integration • Launch events: Plan four weeks ahead • Invites: targeted lists, powerful message • Personality: relevant person to front it up • Presentation: short but focused • Information:Something for people to take away • Follow-up:Letter of thanks • Smart database: Build in new information

  21. FINAL THOUGHT... • Ready... • Steady… LAUNCH!

  22. LOOKING TO LAUNCHPlanning For Success-