Importance of Strategy in a Product Launch Guest Speaker: BETH JOHNSON Product Marketing Executive We’ll be covering 6 keys to strategizing for a successful product launch: What is a product launch? * More than a ship date, a press release * Not one point in time, but an ongoing effort * Not a checklist of deliverables Why is a launch important? * Short product lifecycles * Revenue expectations from new products Why a strategy? * So it’s not simply a point in time or a press release * To accelerate market acceptance/sales rate What does a launch strategy involve? Product basics - Target audience - Product Positioning - Product Strategy Launch strategy - Goals - Objectives - Strategies When do you set the strategy? * Early in the development process * Work hand-in-hand with product management/development * Part of the annual planning process Who sets the strategy and writes the plan? * Importance of getting other marketing groups behind the launch strategy and as part of the launch planning About Our Speaker: BETH JOHNSON is a marketing executive who has launched hundreds of successful products in the consumer and high-technology markets. By focusing on the end user, understanding their needs, desires and motivations, she has been able to bring to market products that are well received by the end user, channel and press, resulting in effective channel placement and promotion, broad press coverage and strong revenues. ... $15 BMA members, $30 non-members; includes breakfast