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Best Practices in New Product and Service Launch
Thursday November 1st, 7 pm
Sponsored by PRTMPRTM
Suite 3000
1050 Winter Street
Waltham, MA
Driving directions and mapIn "Launch: Business to Business," Joan Schneider, author of New Product Launch: 10 Proven Strategies and president of Schneider Associates, a marketing communications firm specializing in new product launches, provides an in-depth view of how companies operating in competitive B2B markets can improve their odds of success with their new product and service launches.
Based on years of research performed by her firm, including the just-released Schneider Business-to-Business Launch Study, conducted with the Center for Business Innovation at Babson College, Schneider will:
- Talk about the eight types of launches companies typically undertake, from ineffective and risky "Do Nothing" and "Launch on a Shoestring" launches to the ideal of "Launch and Perfect the Course."
- Describe the three categories of new products and what launch strategies work best.
- Provide 10 B2B launch lessons about planning, budgeting, success metrics and other key elements of a successful launch.
6:30 pm - Networking -- food and drink provided
7:00 pm - Event Start
$20 for PDMA members and students ($30 after October 30th -- $35 at the door)
$30 for non-members ($35 after October 30th -- $40 at the door)Speaker Bio
Joan Schneider -- Schneider Associates www.schneiderpr.com
Joan Schneider is President and Creator of Schneider Associates, a marketing communications based in Boston with a national launch practice. Since l980, she has helped companies beat the high new product failure rate by creating launch campaigns that motivate consumers to try and buy new products. Her book, New Product Launch: 10 Proven Strategies, now in its second printing, provides a roadmap for brand managers to plan and execute successful launches.
Schneider has conducted a number of primary research studies including the Schneider/Boston University New Product Launch Report and the Schneider Business-to-Business Launch Study in conjunction with the Center for Business Innovation at Babson College. This research delves into what makes a successful launch in the highly competitive B2B market.
For the past five years, Joan's firm has conducted theSchneider/Stagnito Communications Inc. Most Memorable New Product Launch Surveyto identify which new consumer products had the most memorable launches during the year.
A magna cum laude graduate of Boston University's College of Communication, Joan is also a graduate of the Owner President Management Program (OPM) at Harvard Business School. She received Boston University's "Distinguished Alumni Award for Service to the Profession."
