Posts Tagged ‘Joan Schneider’
Joan Schneider and Julie Hall Write “Why Most Product Launches Fail” in the Harvard Business Review How would a marketer know if their product launch is on a collision course with failure? They could start by reading Joan Schneider and Julie Hall’s article in the Harvard Business Review that identifies five of the major flaws [...]
Schneider Associates President and Creative Director, Joan Schneider, Presents Axioms from her new book, The NEW Launch Plan, to The Massachusetts Medical Device Industry Council (MassMEDIC)Monday, September 27th, 2010
Schneider Associates President and Creative Director Joan Schneider Presents Axioms from her new book, The NEW Launch Plan, to The Massachusetts Medical Device Industry Council (MassMEDIC)
What specific tactics are you planning to bring your launch strategies to life? Today’s launch tool kit contains an ever-growing array of methods you can activate to grab consumer attention.
Marketing Blogger Danny Flamberg names The NEW Launch Plan as one of the Top “Beach Books” for MarketersThursday, July 1st, 2010
“The NEW Launch Plan,” written by Joan Schneider, President, and Julie Hall, EVP/Partner, of Schneider Associates, has just been listed as one of the five top “beach books for marketers” according to marketing blogger, Danny Flamberg.
An iPad Revolution: Joan Schneider writes about why the iPad transcends the hype in the Cramer Insights NewsletterMonday, June 28th, 2010
Despite the wide ranging opinions of the iPad before it’s launch on March 5, 2010, this revolutionary product became one of the most successful product launches in Apple’s history, selling more than 3 million products to date. On Cramer Insights, Cramer’s thought leadership and perspectives newsletter, Joan Schneider, president of Schneider Associates and author of “The New Launch Plan,” discusses why the iPad deserves recognition as one of the most well designed communication devices to date.
“If you put together messages without a framework, you will probably be mired in wordsmithing before you know it. Instead, begin by working logically from questions to answers. Assemble key individuals who will be involved in your launch, such as the brand manager, thought leaders from your public relations and advertising agencies, internal personnel with marketing savvy, and consumers. Ask each individual to write down any questions they think might be asked about the product, from the global to the specific. How does this work? What’s new about it? How much will it cost? How long will it last? Where can I buy it? Why would I buy this when the competition already has a better product on the market? Who tested the product to prove its efficacy? At this point, all questions are important to consider and none should be disregarded as irrelevant.”
“While the strategies and tactics used for each new product launch vary according to the nature of the product, the target audience, trends in the media, retail distribution and consumer lifestyles, certain bedrock principles are required for planning and executing every new product launch. Following these launch basics will put you on the path toward [...]