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   UK based Independent Media Planning and Buying Specialists
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Product launches
The media plan can play a vital role in establishing high levels of awareness for a product or service at launch time.

Two important questions need to be asked straight away: who are our prime target audiences? ... how much do they already know about the product sector? ...

If our prime prospects already understand the product area, we can concentrate media activity on brand-building, with the objective of maximising visibility for elements such as the logo, the strapline, the visual/aural identity, etc.

But if the product is something totally new, branding considerations may need to work hand-in-hand with explanation or demonstration, with obvious implications for media selection.

Fox Media offers significant previous experience in the area of product launches, covering many advertising sectors.

 

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As media continue to fragment, exposure patterns are changing fast. In the new age of online, changing media consumption patterns are an increasingly important consideration in planning media activity for product launches.

Specific target audiences are increasingly difficult to reach in big numbers: today's media consumer is more mobile and more prone to 'dip in and dip out' of media. But careful analysis and effective buying can multiply opportunities-to-reach prime prospects.

Low budget tests are not always possible, eg where a really innovative product needs national support right from launch time. But where it can be justified, testing can often bring to light additional media targeting information which can prove invaluable in the main launch campaign.

 
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Product launches -
some key media considerations

AUDIENCE SEGMENTATION
(priorities over time, weightings)
|
COORDINATION OF KEY ELEMENTS
(timing, trade communications, liaison with PR, retail stock levels, etc.)
|
COMPETITIVE ACTIVITY
(weight, timing, regionality, etc.)
|
MEDIA POSITIONING
(what media/format selection says about the product -
the medium is the message)
|
COMMUNICATING THE PLAN
(to the client's workforce, the trade, et al)
|
MONITORING PROGRESS
(media implications from tracking study, response analysis, etc.)
|
MAXIMISING MEDIA VALUE
(high discounts, added value)
|
POST-CAMPAIGN REVIEW/ASSESSMENT

The classic AIDA launch model

Attention -> Interest -> Desire -> Action

The media plan plays a key role in each stage of a successful launch marketing programme.
 



Fox Media Company Limited   •   Tel./fax (from UK): 01354 696961; (from outside UK) +44 1 354 696961   •   Email: info@foxmedia.co.uk
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