PLANNING A PRODUCT LAUNCH REQUIRES A RELEVANT COMMUNICATION, ADAPTED TO THE TARGET AND AFFINITY TO APPREHEND, SEDUCE AND CONVINCE THE CONSUMER
#Proximity #Notoriety #Affinity
WHAT IS THE PRODUCT LAUNCH STRATEGY?
The communication strategy thought and developed in the context of a product launch consists in determining, realizing and diffusing an advertising message to a targeted audience using different channels of complementary diffusion to maximize its emergence and the greatest notoriety. Anchoring the product in the public's mind, making it accessible or provoking the desire to buy are the preambles to the success of a product launch, and in this context many devices can be imagined to serve proximity and the desire to acquire.
To position a new product or service in a sustainable manner, brands must differentiate by making it unique. The positioning must allow the brand to be attractive by highlighting the specific advantages that the product can bring to the target. It is around the points of differentiation and product enhancement that the product launch strategy must be based in order to maximize the impact and its effects on the shopper. Advertisers benefit from a wide choice of advertising levers and devices. Both are the traditional media and other alternative media, particularly unregulated marketing, which will allow for more atypical, differentiating exposure and responding to the need for customization. There are numerous media and activations that can be used to support a product launch strategy, such as Product Sampling or Testing, alternative visual media, activation of more event-driven or experiential devices, ... or even sales animation.
Product launch represent a strategic challenge for brands, the devices must have an impact and its emergence needs to guarantee brand visibility and customer conquest in the highly competitive media space. The difference in the diffusion participates in a greater emergence and attribution of campaigns, it corresponds precisely to the increasing demands of advertisers to challenge the agency Urban Act for the creation of new Out of Home communication solutions.
The Urban Act agency assists cross-channel brands in the implementation of product launch plans. Strategic thinking, planning and production, the agency has a global vision on the orchestration of the communication plan to recommend you the most ROI supports and activations and to answer the many expectations and stakes that can represent the marketing of a new product.