Archive for September 13th, 2010

The New Launch Plan. 152 tips, tactics and trends from the most memorable new products. Joan Schneider & Julie Hall.

TweetDeck
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The New Launch Plan. 152 tips, tactics and trends from the most memorable new products. Joan Schneider & Julie Hall.2010. ISBN 0615326781.  This book is chock full of very good information. It is a bible for best practices for product launches.  The authors ran annual surveys n the most memorable product launches . Results are listed on http://mmnpl.wordpress.com/.  For our practice in B2B in the high tech world the bulk of the examples were in the retail sector, but there was a great discussion about Tweetdeck. Any marketer worth their PR ribbons must read this book.  I found the chapters on success and metrics to be of great value.  Some useful quotes:

  • The First Moment of Truth has moved from the retail shelves to the Internet/Facebook and blogs.
  • Supply shock is creating a product that is required by customers, not a choice (ie flu vaccine)
  • If you create key messages without a framework you wil be mired in wordsmithing before you know it.
  • Media members are short staffed, covering multiple beats – it behooves you to help them as much as possible
  • Social media is another form of online customer service – do it well or do not do it

Well written and easy to get through. Good one for a 3 hr plane ride.

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Category: Branding, Communication, Marketing

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