|
When it's time to launch a new
product, it's important to have a phenomenal
launch plan and great execution. Walker Sands is adept
at assisting you in structuring your launch plan and
implementing the tactical steps that are essential
to a successful launch.
We have experience launching new products that create
an entirely new market, launching products that take
our clients into an existing market for the first
time, and extending or improving product lines in
our clients' current markets.
We provide our clients with advice and counsel (and
good old roll-up-our-sleeves hard work) concerning
all aspects of the launch strategy, including:
- Concept Development and Testing. Prior
to your launching the product, we assist with
concept development and testing. In some cases,
we get involved at the earliest stages of the
process, helping you to source new product ideas
from your customers, competitors, employees, and
industry analysts. In other cases, we help you
to refine and test a new product concept that
you've decided to pursue, testing whether prospective
customers understand and value the new offering
and providing valuable feedback that can iteratively
enhance your product's features.
- Marketing Strategy and Positioning Development.
We assist with defining the marketing strategy
and product positioning. We define the key positioning
messages for the product. Who is the target market?
Why should customers be interested? What differentiates
this product from other competitive offerings?
Why should the media pay attention to your new
offering?
- Launch Communications Plan and Execution.
We define the communications plan for launch.
Tactical elements may include a phased rollout
to select customer groups or geographic areas;
creation of compelling product packaging; preparation
of press releases; conducting a press tour or
product demonstration at a trade show hospitality
suite; submitting the new product for various
industry awards; and writing collateral materials
for customers and internal training materials
for your sales force and channel partners. We
are skilled in assisting you with all of these
components of an effective commercial launch.
|
