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Pre-Launch
Steps |
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Follow these
steps and you can be assured that your product or service is ready for the
market. The
PRODUCT LAUNCH PROCESS™ will help you organize yourself and your team by creating schedules
and checklists.
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Schedules |
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Yearly and Task Launch Calendars
track, in a visual format, the steps that need to be completed to ensure a
successful introduction of the product to customers and the public.
The Yearly and Task Launch Calendars will document each step leading up to the
actual day the new product or product feature is announced.
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Checklists |
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Detailed, step by
step, checklists with instructions for both the Product Manager and the
Marketing Manager. Checklists can easily be tailored for your
business. The checklists will assist you in coordinating with all the
groups involved in getting your product to market from product development
to finance and legal.
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Collateral Set |
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A complete set of collateral templates with instructions. You
fill in the content. The collateral templates form the
foundation for all the material that will printed or delivered via your
website to customers, direct sales and distributors.
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Internal/External Web Sites |
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The collateral developed above form the master set of information
about your products. The contents of this master set of materials
should be used to derive any other types of collateral needed. The
PRODUCT LAUNCH PROCESS™ provides you with the tools and information you need to synchronize your
messaging across all media outlets.
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Direct Sales Force |
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With the
PRODUCT LAUNCH PROCESS™
you will be able to deliver a comprehensive set of collaterals to your
sales force as well as help you make sure you have all the necessary
sales support programs in place.
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Sales Incentive
Programs/Commissioning
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Conference Calls to Introduce
Services (Audio and/or Video, On-Line)
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In-Person Training Sessions
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Email Announcements
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On-Line Service training modules
(created/updated)
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CD/DVD/PDA downloads
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Co-Marketing Distributor Program |
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Maximize your
channel review but reduce channel marketing support costs. In this step you
will re-use the collateral materials you created above for distributors and make
them available via your web site |
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Communications Plan |
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Steps required to prepare an effective Communications Plan.
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Product Readiness Review |
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Intensive review process to ensure all components for the product offerings
are ready before a public announcement is made. |
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Launch
Activities
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Product Announcement
This is the part of the process where you will actually announce your
product to your customers and the public. |
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Post-Launch
Wrap-Up
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Post-Service Introduction Review
It's always important to go back and
review how the product introduction went. Did you meet your goals?
Success should be measured in terms of orders and sales generated from
the new products or product features. |
