The launch of a brand, a product or a license is a crucial moment for any company. There is no room for chance during this key moment and a methodical approach is needed to ensure a successful launch. Com' des Enfants clears for you the key steps of the process.
On your marks, get set? Benchmark!
After defining and understanding the brand's targets through a demographic and behavioral study, it's time to look at the competition, whether direct or indirect. What are the communication tones used? What arguments are put forward?
Beware, being inspired is not copying: highlighting your Unique Selling Proposition (in other words, your competitive advantage) and your values is a must. This emphasis can make or break an entire marketing strategy depending on how well it is executed.
Messages, levers and media: strategic choices
At this stage, the benchmark will have given you precious indications: verify that the product you have in mind corresponds to a real need of today's and tomorrow's families, identify a positioning still adopted by no competitor that would allow you to differentiate yourself and have a special place in the minds of consumers.
It will also allow you to know which communication levers to focus on. Where is your target audience's attention focused? Even in 2019, it is important not to fall into the trap of all digital: paper press, flyers, brochures and others retain their importance. For the digital part, taking care of the creation and management of your website and social networks has become the norm.
Influencers are also precious spokespersons that must be carefully selected and briefed, without leaving anything to chance, including the legal aspect. Making a mark with a unique event is a timely growth lever, in which once again, creativity and meticulous management are required!
In this launch phase, you will use these different levers to communicate essentially on the identity and values of your brand or product to seduce and make children and families adhere to it.
What to do post-launch?
Any quality launch done right will result in a return on investment. You might think that the hardest part is over, but a successful launch is not limited to a short period of time. We are now entering the " retain " phase, during which the challenge lies in providing your customers with an ongoing positive experience to build loyalty. Sales operations, reactivity of the after-sales service, loyalty programs: these are, among others, the keys to a lasting success!
In terms of brand/license or product launches, Dreamworks, Entertainment One and Auchan Retail have benefited from our agency expertise.
