Announcement Position (Or Content):

1
Announcement Position (Or Content)

• Some Guidelines
• Worded in terms of customer benefits
• Defines value(s)
• Simple, easy to understand
• Check fit
• Supports others products
• Coexist with other products
• Conflicts with other products
• Supports corporate position/direction

2
Some observations

• New product announcement is a process where
  management of expectations is an important
  component.
• An appropriate process might reduce buyers risk
  perceptions (e.g. the launch of a product
  family).
• The announcement should address issues important
  to the customer with the respect to product
  advantages, benefits, edge and intangibles as
  related to attributes such as price, quality,
  service, technology, and corporate image.
• In general, the announcement process is both a
  communication and a marketing intelligence tool.

3
The Hype Hit Parade
High-tech PRs most overused words, based on
number of ocurrences in 201 new-product press
releases
1 Leading 88
2 Enhanced 47
3 Unique 35
4 Significant 30
5 Solution 23
6 Integrated 23
7 Powerful 20
8 Innovated 18
9 Advanced 17
10 High-Performance 17
11 Sophisticated 17
4
ANNOUNCEMENT POSITION(OR CONTENT)

• Some Guidelines
• Worded in terms of customer benefits
• Define values (s)
• Simple, easy to understand
• Check fit
• Believable
• Sustainable
• - Supports other products
• - Coexist with other products
• - Conflicts with other products
• - Supports corporate position/direction

5
Informal
Strategic Planning
Routine
With Hype
PRODUCT UNVEILING
Formal Announcement
Tactical Addition to Portfolio/Line Extension
6
THE HYPE HIT PARADE

• High-tech PRs most overused words, based on
  number of occurrences in 201 new-product press
  releases
• 1 Leading 88
• 2 Enhanced 47
• 3 Unique 35
• 4 Significant 30
• 5 Solution 23

7

• 6 Integrated 23
• 7 Powerful 20
• 8 Innovated 18
• 9 Advanced 17
• 10 High-Performance 17
• 11 Sophisticated 17

8
PRODUCT LAUNCH MANAGEMENT

• A well-ordered way to manage the product
  introduction phase
• Marketing-driven discipline focused on meeting
  business objectives
• More than event and collaterals management
• Team effort inter organizational consensus is
  key