Why Build PR into Your NPD Process?

NPD Process

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Strategic Concept Prototype First Samples

Launch Follow-up

NPD Process

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Strategic Concept Prototype First Samples

Launch Follow-up

First discussion on launch

Work with key Press -including one-to-ones

Press Launch

On-going media activity

NPD Process

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Strategic Concept Prototype First Samples

Launch Follow-up

Join discussion

InsiderKnowledge

First discussion on launch

Work with key Press - including one-to-ones

Press Launch

On-going media activity

NPD Process

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Strategic Concept Prototype First Samples

Launch Follow-up

Join discussion

InsiderKnowledge

First discussion on launch

Work with key Press -including one-to-ones

Press Launch

On-going media activity

The Brief The Proposal

Working through solutions

On-going activity

Evaluation

How to include PR in the process

Provide a detailed brief - this will cover off key points that are relevant to the new product and its identified target market

Agree a budget and ensure it is monitored throughout the project

Set timescale for launch activities Give clear objectives for the launch of the new

product Establish success criteria for the launch

What can PR achieve?

Communicate the launch of the product to consumer and trade media as appropriate

Position the product accurately Secure good levels of coverage as the product

comes to market Influence consumer buying decisions to drive

sales Raise awareness of the producer as a leading

innovator in the market with both media and key industry influencers

How?Media

New Media Ecosystem:FacebookViralBloggingTwitterWeb

Traditional Media Print Radio TV Blogging

Case Study Launch of Magimix Vision Toaster

PR CHALLENGES To create interest and excitement around a

common product in a crowded market place To communicate the new technology and

ensure total understanding of its benefits To secure coverage including visuals which

communicate the USPs of the product more successfully than print

To develop the role of toast and communicate the versatility of the toaster in preparing tasty meals

Creative Approach Devised a campaign strapline “Clearly

Superior” to be used at every opportunity to communicate the main USP of the toaster – the ability to see the toast as it cooks

Ran a survey to find out how Britain likes its toast. Called “How Do You Like Yours?”, this enabled us to create interest around the subject of toast and communicate the idea that the Vision Toaster can make the perfect toast for everyone

Creative Approach 2 Suggested that Magimix develop

a series of toast-based recipes to use in different ways throughout the campaign:

in a bookin the Magimix Theatre at the BBC

Good Food Showon the stands at exhibitionsin Press Releases

Creative Approach 3 Used the BBC Good Food Show in

Birmingham to launch the toaster directly to the public, undertaking the following activities:Demonstrations on the Magimix standSessions on toast based dishes using the

new toaster in the Magimix Theatre. Demonstrations and the chance to Try for

Yourself at the Magimix Back Stage Celebrity Party

The Launch Campaign

The launch of the Vision Toaster to the press entailed extensive media liaison between August and December 2009

Our campaign comprised carefully timed and targeted activities for each sector of the press to ensure that lead times were met and coverage appeared across all media to coincide with the consumer launch

The central activity was a launch event for both media and industry influencers (chefs, cookery schools etc)

The Launch Event

A presentation of the new technology and the plans for the new Vision Toaster.

Demonstrations of how the toaster worked and how the humble piece of toast can be transformed into a delicious snack or meal – “Toast – seeing is believing”

Try for yourself – organised workstations around the room to encourage guests to try the toaster and some tasty recipes for themselves.

The event was used to launch the “How Do You Like Yours” survey – encouraging journalists to publicise the survey and the results.

EvaluationThe coverage secured for the launch across printed

media alone was: Combined Total Circulation = 5,938,000 Combined Total Readership = 19,756,000 Television coverage was secured on: BBC2 Something for the Weekend Scotland – STV - The Hour - gadget review ITV 1 Alan Titchmarsh Show BBC 1 The One Show Channel 4 the Gadget Show

In conclusion there was great coverage in the press – everyone wanted a slice of the action!

Client Response Phenomenal ! We secured brilliant TV reviews for the Vision which

resulted in up-lift of sales. The launch budget would never have run to television advertising, so this was key to the overall success

Editorial coverage in press by major journalists gave gravitas to the product

Sales have continued to grow - up 32% through on-going press coverage

Examples in Brief:Tesco Finest *

We launched Tesco Finest* in Spring 1998

Launched in 200 stores initially

Celebrity chefs helped develop and endorse the range Rick Stein Brian Turner Anton Edelmann

Instant success Huge media interest and coverage Now biggest own brand

Examples in Brief:The BBC Good Food Show ScotlandWe launched the BBC Good Food Show Scotland in

October 2007:

Created interest in the event among the press despite the proliferation of food shows in Scotland

Positioned the show as a the sister show to the already established and successful shows in London and Birmingham

Secured extensive coverage across all media Exceeded the target number of visitors Established the show as an important annual event

on the Scottish food calendar

To Sum up...

PR can help your product stand out in a crowded market place

In recessionary times when consumers need even more convincing to make a purchase, PR can get your message across with great effect

PR offers the advantage of editorial endorsement and therefore carries more weight than advertising

PR brings more bangs for your buck

sue@listercoms.com