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2021
Professor Steven Litt
@StrategySteven
Ready to be a Marketing professional?
Product Launch Meetings
©2021 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
2. In large companies these are major events.
If you are presenting:
Practise until it looks relaxed and natural
â prepare, anticipate & do a rocking job
â you are fully on stage to Exec team and cross-functional peers.
AND you may need to be resourceful on your feet.
this is one of the highest pressure situations you will face.
Marketing Tools & Skills
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Product Launch Meeting
3. If you are âjustâ attending
Ie as Sales Admin, Inside Sales or as a Field Rep.
BEWARE!
Your focus & enthusiasm is being observed to ensure youâre a Team
Player!
And.... If there are celebration socials, be extra wary about âthe barâ.
You are still on duty!
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
4. The Venue:
Usually off-site to focus attention.
A 5 Star venue: preferably safe, scenic, somewhat isolated to
minimize distractions, with multiple boardrooms, office centres, easy
transport to airports, flexible dining options for multicultural
attendees, group activity options.
The Empress (Victoria, BC), Banff Springs or Emerald Lake (Alta), Mount
Tremblant (PQ); in Ontario: Langdon Hall, Blue Mountain (off season), Pillar &
Post, The Briars, Hockley Valley, Millcroft Inn.
USA: Many choices! Imo winners: Kohler, WI, Scottsdale, AZ, Pinehurst, NC
(I wouldnât propose Vegas or Atlantic City due to the distractions; and would avoid even fine resorts
if âPlantationâ is in the name (optics!) until/unless they update the name)
Tip: Hire an event planner- early! They have leverage, even with long
lead venues.
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
5. The Theme:
meeting will have a theme (eg âMove The Dialâ âPush to the Topâ
âMake It Happenâ etc)
The theme might appear on eg materials, agendas, premiums, etc
Theme must not be overly specific or reveal confidential info.
TIP: Hire an event planner- they know the classic to-do list; book the
venue; plan the samples/mockups, prepare the script & Q&A decks.
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
6. The Premiums:
How will leave an impression?
Wearables: eg Golf shorts? Polo short? Ball cap?
Biz Accessories: Lanyard? Pens? Flash Drives?
Other:
TIPS: these may hang around a long time. Play it safe. Do it well.
Donât be cheap.
Go Premium (but fewer) over Value (at high volume).
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
7. The Timeline:
The timeline is lonnnnnnnnnnnnng
Plan well in advance â just to book a venue, the talent, and get buy-
in to a specific sales blackout period by Sales Management (no one
in Sales wants to take 2 days off!)
Sales Blackout & Venue booking are often the longest lead & most
contentious aspects.
Theme Selection should also be done well in advance because it
may be printed on eg wearables, staging,âŠ
â Have you organized a wedding? Thatâs easier than this.
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
8. The âWhat Elseâ:
Also Important:
select the professional entertainment!
TBD: comedian, magician, juggler, singer, MC, DJ,âŠwho (somehow)
is also adequately politically correct and multiculturally sensitive!
TIP: Hire an Event Planner! They know how to do this efficiently and
they have leverage/contacts you âŠ.. can only dream of having!
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
9. The Schedule:
Day 1: Morning Travel:
Arrive: Lunch, Team Building Activity
Afternoon: Big Splash: The formal 1-way launch announcement!
Evening: Celebrate/circulate/relax, other team building session
Day 2: Early: Regional/ Channel break out sessions with Marketing or
Inside Sales person in each room to note any special needs, or info shortfalls, for
success at each next step, each account.
These Breakout sessions may be organizedâŠ.
âą By Region: West, Ontario, Quebec/Atlantic; or
âą By Channel: Grocery vs Drug vs Mass; or
âą By Account: Loblaws/SDM, Costco, Rexall, WalMart, Sobeys, All Others
Day 2: Late: Travel Home (Marketing & Event ppl stay to pack up, clean up!)
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
10. On Zoom- this is a different era -
How will you handle that?
Recall- the objectives are the same:
âą Generate Excitement
âą Relay Info
âą Gather input, find any gaps or info needed for field success
âą A win-win attitude must come through! (in this together; how can I help?)
TIP: this is the Sales teamâs day! A Marketer is their partner, NOT
their boss. Be humble! LISTEN well! Be their humble servant!
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
11. Is it worth it?
If everything works out, whatâs the upside?
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
12. If everything works outâŠ
âą your department looks good: your boss is happy, their boss is happy
âą you may be invited to co-present to accounts (invaluable experience!)
âą the Sales team feel energized, informed, prepared
âą you will have noted any shortfalls and be working on them ASAP
âą you win leverage to request resources eg hurry-up forecast needs
If the meeting is a mess, due to âŠ.
Lack of preparation lack of teamwork, lack of belief, lack of respect, lack of
support, lack of organization/planning,âŠâŠ.
Things will def âŠ.not go well for you â Buff up that cv!
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
13. Practical Tips for the Marketer
1. Hire an Event Planning Agency ! (I hope I already made it clear why you need one!)
2. Meet well in advance with Sales Execâs eg Account Managers, Regional Managers,
etc- get a specific list of all the items/ info their teams will need.
3. Arrive a day early; practise the day before in same room where Big Splash will occur
(stage, room, etc) with same AV equipment, and a professional AV team. (NB:
Ambient volume levels in a full room are higher than an empty rehearsal room)
4. Rehearse. Rehearse, Rehearse.
5. Anticipate likely requests! Write out Q&Aâs. Prepare Q&A handouts (see separate deck on
âThe Q&Aâ).
6. Appear to celebrate; but aggressively temper any âbeverage intakeâ. Stay alert!
7. Donât gossip or speak negatively about⊠any colleague. Alliances exist everywhere!
8. No matter what happens, do NOT misplace/erase your Follow Up task list!
9. Donât commit to projects/meetings in the first few days you are back in the office.
Your Follow-Up list (To-Do list) will be long; your InBox will have fresh requests.
And, to worsen the situation, you will be tired after many long launch meeting days.
butâŠ.arenât there always Ten Tips? Whereâs the 10th? OK: one final tipâŠ
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
14. Practical Tips for the Marketer
The Final Tip:
Top Number 10:
When that idiot in (a Non-Marketing / Non-Sales Department role- you know
the person!) sees you in the office a day or two after the meeting,
and snidely, enviously taunts:
âSooooo⊠how was the Pillar & Post?
Must be nice!
The rest of use of were busy here, working for a livingâ.
When this happens - and it will happen- youâŠmust-âŠ. restrain-⊠fist of death!
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.
The Launch Meeting
Marketing Tools & Skills
15. SOURCES
âą Cover photo courtesy of Mandy S Photography
âą Steven Litt, StrategySteven.com accessed February 24,
2021 strategysteven.com
âą The noun project accessed December 15, 2020 author
cited in text https://thenounproject.com/
âą Thanks to Allyson Kinsley, Richard Hookong, John DePaolis,
Frank Reichhardt, Mike Puican, Mike Stangel, George Cugini,
Roger Gawne, Linda Martin, Dan Mendoza, Rick Franke et al
who helped me over many years.
©2020 Steven Litt . All rights reserved. May not be scanned, copied, duplicated or posted publicly to a website in a whole or in part.