Page 146 - Bord Bia

CONTENTS

STAGE 2

a) Launch
Continued

(iii) Consumer Activation Plans

At launch, you need to plan how you will connect
with your target consumers to drive trial of your
products and awareness of your brand. From
your communications brief (ref: Branding Topic
/ Communications) and interaction with your
agency partner, you’ll have some very clear ideas
of how to do this for launch and beyond. You now
need to decide speciic details around timings &
costs.

The marketing plan should show all of your
planned activity around the launch and ideally
be spread out over 12 months. You need the
communication to be as ‘loud’ as possible for
launch and then as frequent as possible in the
subsequent stages of brand development.
The plan should cover such core activities
as branding, design & production of point-
of-sale, as well as digital content creation. It
should highlight internal and external launch
timelines and trade & PR launch events, as well www.bordbiavantage.ie/brandworkbook
as advertising & promotions activity around, and
after, the launch phase for your brand.

The template shown here can be found at
www.bordbia.ie/Documents/Workbooks/
BordBia-BrandingWorkbook.pdf

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