LOOKING TO LAUNCH Planning For Success-

1
LOOKING TO LAUNCHPlanning For Success-

• www.silverfoxtraining.com

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
• Recognise the 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 OneThe 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 doesnt have to be
  high profile or expensive - it can be achieved
  through existing networks
• THE DONT 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, qas, 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 demosReach 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
• InformationSomething for people to take away
• Follow-upLetter of thanks
• Smart database Build in new information

21
FINAL THOUGHT...

• Ready...
• Steady LAUNCH!

22
LOOKING TO LAUNCHPlanning For Success-

• www.silverfoxtraining.com