Think Tank

For many businesses launching a new product or service, revitalising a brand or building campaigns to incentivise customers we provide an impartial and experienced plan to help stay on track and meet your objectives.

Understanding your vision, your goals and taking those ideas to fruition is crucial if the launch is to be successful.

We can tailor our service to give you as little or as much help as you need.  Below is an example plan targetting a company looking to launch a new service to an existing sector but with a number of unique attributes.

CLIENT NAME

We recommend that the following planning activities need to be undertaken prior to commencing promotional activity, to ensure that appropriate budgets are set and resources optimised to deliver a strong sales performance.

1. Audience segmentation

  • Identify specific market segments with greater need for services
  • Group into segments with common issues/requirements for targeted promotion/key benefits

2. Branding and messaging

  • Identify brand values
  • Develop service brand names for launch service that will work with anticipated future services
  • Clarify USPs and turn into strong impactful messages that will sell the service

3. Positioning

  • Review competitor offerings and position appropriately within market

4. Designing customer experience and processes

  • Process map customer experience to ensure all operational elements in place for launch and identify where streamlining possible.
  • Ensure brand values delivered at every point of customer experience
  • Identify CRM requirements – infrastructure and on-going customer contact strategy

5. Sales channel plan and promotion

  • Identify and scope target sales channels
  • Develop commission and reward plan
  • Identify areas of potential channel conflict and seek to resolve/reduce
  • Develop launch plan
  • Identify on-going marketing/training support requirements

6. Proposition service wrap – at launch and developments over first 12 months

  • Clarify launch product and road map for future developments

7. End customer promotion plan

  • Create promotional plan to launch service and recommendations for on-going activity for first 12 months
  • Areas to be covered include: online, email, social media, PR, exhibitions, networking etc,
  • Coordinated to work in conjunction with sales channel promotional plan

8. Budgets and sales forecast model

  • Promotional budgets for first 12 months
  • Simple sales forecasting model to identify anticipated sales as a result of promotional activity