Marketing professionals will be able to leverage the power of a successful new product launch with these experience-tested strategies. High-profile case studies from legendary brands including Procter & Gamble, Kellogg's, Lee Jeans, Pepperidge Farm, and Hewlett Packard highlight the pitfalls to avoid and the strategies to employ in a launch campaign. Statistical research and interviews explain key issues at each step of the launch-planning process such as who should serve on the team and how to time the launch, presenting a clear, compelling blueprint for product launch success.
Book Description
Editorial Reviews
About the Author
Joan Schneider is the founder and president of the public relations firm Schneider & Associates. She has contributed to Executive Update, Natural Products Industry Insider, New Products Magazine, PR Tactics, and Visions Magazine. Jeanne Yocum is a coauthor of Ban the Humorous Bazooka. She has won writing awards from the International Association of Business Communicators and the Publicity Club of Boston. They both live in Boston, Massachusetts.
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More About the Author
Joan Schneider, Accredited Public Relations (APR)
President and Creative Director
Schneider Associates
Joan is president and creative director of Schneider Associates, a full-service marketing communications agency. The firm specializes in Launch Public Relations®, a proprietary method of launching and sustaining products, services, companies and communities. Joan also specializes in revitalizing icon products by applying the launch model to help motivate consumers to try and buy. Schneider Associates, now celebrating its 30th year of business, represents a wide range of consumer, corporate, public affairs and real estate clients from start-ups to Fortune 500 companies.
Expertise
Since 2001, Joan has been on a quest to understand the constantly changing landscape of new product launch. Her first book, "New Product Launch: 10 Proven Strategies," offers methods for beating the new product failure rate by creating launch campaigns that are both innovative and effective.
Her new book, "The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products," is based on research from the annual Schneider Associates Most Memorable New Product Launch survey (MMNPL), 30 years of marketing experience and interviews with a wide variety of marketing experts who have launched thousands of successful new products.
Speaking Experience
Joan is a skilled and experienced speaker who has presented both in the U.S. and overseas. Conferences where Joan has appeared include new product launch conferences in Australia and New Zealand; as well as at Harvard Business School, the Ad Club of Boston, Boston University College of Communications, and Emerson College. Corporations such as 3M, Dupont and General Motors have invited Joan Schneider to present the latest information about launch to their senior executive teams. As a recognized thought leader on launch, Joan also has been quoted on the topic of launch in USA Today, the New York Times, The Wall Street Journal and has published dozens of bylined articles in trade journals.
A graduate of Boston University's College of Communication and the Owner President Management Program (OPM 16) at Harvard Business School, Joan is an accredited member of the Public Relations Society of America (APR), and an active partner in Worldcom Public Relations Group, one of the world's largest public relations alliances.
President and Creative Director
Schneider Associates
Joan is president and creative director of Schneider Associates, a full-service marketing communications agency. The firm specializes in Launch Public Relations®, a proprietary method of launching and sustaining products, services, companies and communities. Joan also specializes in revitalizing icon products by applying the launch model to help motivate consumers to try and buy. Schneider Associates, now celebrating its 30th year of business, represents a wide range of consumer, corporate, public affairs and real estate clients from start-ups to Fortune 500 companies.
Expertise
Since 2001, Joan has been on a quest to understand the constantly changing landscape of new product launch. Her first book, "New Product Launch: 10 Proven Strategies," offers methods for beating the new product failure rate by creating launch campaigns that are both innovative and effective.
Her new book, "The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products," is based on research from the annual Schneider Associates Most Memorable New Product Launch survey (MMNPL), 30 years of marketing experience and interviews with a wide variety of marketing experts who have launched thousands of successful new products.
Speaking Experience
Joan is a skilled and experienced speaker who has presented both in the U.S. and overseas. Conferences where Joan has appeared include new product launch conferences in Australia and New Zealand; as well as at Harvard Business School, the Ad Club of Boston, Boston University College of Communications, and Emerson College. Corporations such as 3M, Dupont and General Motors have invited Joan Schneider to present the latest information about launch to their senior executive teams. As a recognized thought leader on launch, Joan also has been quoted on the topic of launch in USA Today, the New York Times, The Wall Street Journal and has published dozens of bylined articles in trade journals.
A graduate of Boston University's College of Communication and the Owner President Management Program (OPM 16) at Harvard Business School, Joan is an accredited member of the Public Relations Society of America (APR), and an active partner in Worldcom Public Relations Group, one of the world's largest public relations alliances.
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Most Helpful Customer Reviews
21 of 22 people found the following review helpful:
2.0 out of 5 stars
A great book if you have a $3mil launch budget!? NOT for small businesses!,
By
This review is from: New Product Launch: 10 Proven Strategies (Hardcover)
I'm a small 2 person business based in Australia looking to release a new product, but this book is written for and ideal only for multimillion dollar, international companies with gigantic million dollar launch budgets, and with access to hundreds of staff to gather a "Launch Team".Small businesses need more advice than multimillion dollar company's and given the expertise of the authors I believe they missed their boat in their own target audience for this product. While this book does have the occasional tip or two, they are very few and far between; most of the copy refers back to a study they conducted, making for a book full of facts and statistics, not hands on, step by step advice. If you can't find anything else to assist you, then for sure, take a read of this, but otherwise, keep looking. I found it hard to motivate myself to continue and finish it. Wish I could be more positive, but I'm going to stick with my Guerrilla Marketing series of books, inspiring, motivational and practical!
6 of 6 people found the following review helpful:
5.0 out of 5 stars
A Book to Share,
By
This review is from: New Product Launch: 10 Proven Strategies (Hardcover)
I've read a lot of material about new product development but have never been able to find much written about the launch process itself, so I was very curious when I saw this new book. My curiosity was rewarded with a highly interesting, well-written book that gave me a new and better understanding of how to launch new consumer products.Schneider and Yocum first set the stage with a fact-filled section that explains all the factors that are making it difficult to launch new products these days. Then they devote the rest of the book to providing ideas about how to go about doing the best launch possible, even if you don't have a large launch budget. The fact that their ideas are backed up by research was impressive; this is actually the first reliable research I've ever seen on this topic.
6 of 6 people found the following review helpful:
5.0 out of 5 stars
It's about time.,
By
This review is from: New Product Launch: 10 Proven Strategies (Hardcover)
As the head of a graphic design firm that sometimes helps clients with product launches, I was very happy to see that someone has finally written a book on this subject...and an excellent book it is! This book is full of sound advice and creative ideas that I plan to share with clients who are in the throes of developing launch plans. The authors expose many of the mistakes I've seen companies make, including calling their creative agencies in at the last minute before a launch or not allowing the agencies to work together as a true creative team. The brief launch tips that are spread throughout the book from experts are particularly helpful; readers can learn a lot from these little nuggets that should help them improve their future launches.
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