|
 |
How we build new product momentum.
We know there’s a lot at stake in the successful launch of new products and brands. You have goals and targets to reach. Your public relations investment has to work much harder than simple awareness. So we’ve honed and refined our Trailblazer planning approach to help assure success. And to guide what we do creatively to reach your consumer and secure trial. There are three steps:
1. Set the strategic table correctly.
How?
o Conduct consumer insight research (yours or ours) -- to understand target consumer lifestyle interests, concerns and passions.
o Build a value proposition – analyze and optimize functional, financial, intangible (perceived) and emotional benefits.
o Construct a strategic mission – a core idea or program platform casts the new product as an enabler, supporter of the target’s relevant lifestyle needs and interests.
o Refine product-positioning strategy – based on what we’ve learned to push hard on uniqueness and differentiation.
2. Build a powerful messaging platform -- one that speaks to the consumer in a relevant way, in their voice, with the right emotional cues.
3. Fully align and integrate earned media, social media strategy, branded content, events and web solutions to convey this message.
|
|
|
