Product Launch

by | Jun 28, 2021 | Advice & Tips

Product launch - drawing of a person on ladder with a person below

Whether you are preparing for a product launch or maintaining a cash cow brand, a clear and concise marketing plan is essential. Writing and following a well thought-out plan can develop and maintain a brand for a lifetime of purchasing.

Here at Media Relations Agency, we have constructed what we believe is a superior marketing plan based on the 6-step process outlined in our bestselling, award-winning book, “The CEO’s Guide to Marketing.” We call it The Brand Playbook System

Every industry has its own special language. The Brand Playbook System incorporates 31 key marketing concepts. These concepts, terms and phrases are the language of marketing and they are an integral part of what makes this plan a success. 

A brand is the definition people hold in their minds of a company and its offerings. A brand is built in two ways: by why you tell people and by what they experience when they purchase the product. Marketing is what you “tell people,” so it’s important that messages are correctly encoded by the sender and correctly decoded by the receiver. The Brand Playbook System considers seven elements when encoding messages to ensure a properly branded purchaser.

The Brand Playbook System also helps select a combination of promotional mix channels that will deliver the greatest reach and frequency for the lowest possible cost. And the Brand Playbook System helps schedule promotions over the coming months, making sure to give attention to appropriate key messages, positioning and other factors that cause the consumer to understand why they should purchase your product rather than the competition’s.

Controlling your creative team is critical to increasing leads and sales, and building a stronger brand. Undirected creativity is to marketing what striking random piano keys is to music. Creative talent loves The Brand Playbook System because it gives them clear direction through two documents: A control template and a style guide. 

There’s a saying in business: What you can measure, you can improve. The last step in the Brand Playbook System is systematic meetings that continually examine each facet of the plan and the results it is delivering. 

Over the last 30 years we have had behind-the-scenes access to over 1,000 clients. Our expert staff will make it fun as they guide you through our Brand Playbook System.

The return on investment of your marketing budget can vary widely depending on how you spend your money. The Brand Playbook System fully documents all of your actions which assures that every single promotion is exactly on point every single time. 

Whether you want to improve on your existing marketing plan or prepare for a new product launch, this is the marketing plan you need. It provides proven, experienced, expert marketing guidance. You should contact us now while it’s fresh on your mind. 

Heather Champine is the perfect person to talk to. She is a partner in our agency and heads up production. You can reach Heather at 952-697-5269 or by completing this form

Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”


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