Page 147 - Bord Bia

ROADMAP

STAGE 2

a) Launch
Continued

(iii) Consumer Activation Plans

A successful product launch will provide early traction with consumers giving the best chance of
long term success. A Harvard study* of a number of successful consumer goods launches across
North America and Western Europe revealed 3 strategies to consider when constructing a launch
plan:

1. Surprise & delight your target consumer.
Everyone is very busy in their lives so you need to be clever and engaging to capture their
attention. Coca Cola’s happiness vending machine program is a great example of this
whereby consumers are invited to hug the machine and get a free drink in return. The chat
on social media and videos of this activity went viral within weeks of launch. What could your
brand do to over-deliver on it’s promise to your consumers?

2. Don’t be afraid to borrow equity:
We are known by the company we keep. You can communicate volumes to consumers by
associating it with brands that already have equity with your target consumer. Mila Kunis and
Jim Beam is a strong example of one brand borrowing equity from another and has had a
very positive impact on Beam’s sales as a result.

3. Enlist the word of mouth network:
According to Nielsen’s global trust advertising survey, 92% of respondents across 56 markets
trusted recommendations from friends and family when it came to trying/buying new brands
and services. A trusted friend’s introduction to your brand can drive both sales in outlet as
well as ongoing loyalty. Social media is a very potent force in this

* Source: HBR, 2013 Q3

147