The product argument
Explain what changes for the intended buyer and which product or customer evidence supports it.
Launch a product or enter a market
A launch might need merchants to stock a range, specifiers to investigate an application or buyers to consider an unfamiliar brand. We develop the campaign around those decisions and prepare your sales team and partners to handle the response.
Prepare sales teams and channel partners for launch
A launch can attract exactly the people you want and still leave your team unprepared for their questions. Before the campaign starts, we establish who needs to understand the product, which evidence they’ll need and who will respond when interest arrives.
The route to market changes the work.
Preparation changes with the route to market
- Merchant
- A merchant may need a reason to stock the range and material for the counter team.
- Specifier
- A specifier may need application evidence and a technical discussion.
- New market
- A new market may also need an introduction to the business itself, which existing customers don’t.
We bring the proposition, campaign idea and sales preparation into the same plan. That makes it possible to sequence the work around genuine dependencies, including information, distribution and the people who will handle the response.
What needs to be ready
The channel
Identify the people who need information or sales material before the campaign creates interest.
The response
Prepare the right destination for each enquiry and agree who will continue the conversation.
The next phase
Plan how customer questions, partner feedback and adoption will shape activity after the initial launch.
Crittall: from product teaser to launch response
- Teaser
- Product reveal
- Technical information
- Response
397new leads from the launch campaign
Crittall’s launch began with a teaser, then moved into the product reveal, technical information, PR and a response experience. Its structure gave the initial attention a clear destination.
Sales teams need the same product information that buyers see in the campaign, with a clear route for technical questions and enquiries.
Preparing the next phase
For a market entry, recognition and access to the channel may need work before a wider campaign makes sense. For an established range, the priority may be explaining the change. We build the continuing activity around those conditions and what the first response tells us.
Find out where your enquiries are leaking.
Free marketing review
A specialist looks at how your marketing brings in enquiries and shows you where they’re leaking.
- The route from your website to an enquiry, on mobile and desktop
- How customers find you in search, and who they find instead
- What your campaigns, social and email are bringing in
Talk to a specialist
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
Tell us about your product launch.
Tell us what you’re bringing to market and how far you’ve got with the launch. We can help plan the work that remains.
01934 808132[email protected]