Why Build PR into Your NPD Process?

NPD Process Stage 1Stage 2Stage 3Stage 4Stage 5Stage 6 StrategicConceptPrototypeFirst SamplesLaunchFollow-up

NPD Process Stage 1Stage 2Stage 3Stage 4Stage 5Stage 6 StrategicConceptPrototypeFirst SamplesLaunchFollow-up First discussion on launch Work with key Press - including one-to-ones Press LaunchOn-going media activity

NPD Process Stage 1Stage 2Stage 3Stage 4Stage 5Stage 6 StrategicConceptPrototypeFirst SamplesLaunchFollow-up Join discussion Insider Knowledge First discussion on launch Work with key Press - including one-to-ones Press LaunchOn-going media activity

NPD Process Stage 1Stage 2Stage 3Stage 4Stage 5Stage 6 StrategicConceptPrototypeFirst SamplesLaunchFollow-up Join discussion Insider Knowledge First discussion on launch Work with key Press - including one-to-ones Press LaunchOn-going media activity The BriefThe ProposalWorking through solutions On-going activity Evaluation

How to include PR in the process  Provide a detailed brief - this will cover off key points that are relevant to the new product and its identified target market  Agree a budget and ensure it is monitored throughout the project  Set timescale for launch activities  Give clear objectives for the launch of the new product  Establish success criteria for the launch

What can PR achieve?  Communicate the launch of the product to consumer and trade media as appropriate  Position the product accurately  Secure good levels of coverage as the product comes to market  Influence consumer buying decisions to drive sales  Raise awareness of the producer as a leading innovator in the market with both media and key industry influencers

How? Media  New Media Ecosystem:  Facebook  Viral  Blogging  Twitter  Web  Traditional Media  Print  Radio  TV  Blogging

Case Study Launch of Magimix Vision Toaster PR CHALLENGES  To create interest and excitement around a common product in a crowded market place  To communicate the new technology and ensure total understanding of its benefits  To secure coverage including visuals which communicate the USPs of the product more successfully than print  To develop the role of toast and communicate the versatility of the toaster in preparing tasty meals

Creative Approach  Devised a campaign strapline “Clearly Superior” to be used at every opportunity to communicate the main USP of the toaster – the ability to see the toast as it cooks  Ran a survey to find out how Britain likes its toast. Called “How Do You Like Yours?”, this enabled us to create interest around the subject of toast and communicate the idea that the Vision Toaster can make the perfect toast for everyone

Creative Approach 2  Suggested that Magimix develop a series of toast-based recipes to use in different ways throughout the campaign:  in a book  in the Magimix Theatre at the BBC Good Food Show  on the stands at exhibitions  in Press Releases

Creative Approach 3  Used the BBC Good Food Show in Birmingham to launch the toaster directly to the public, undertaking the following activities:  Demonstrations on the Magimix stand  Sessions on toast based dishes using the new toaster in the Magimix Theatre.  Demonstrations and the chance to Try for Yourself at the Magimix Back Stage Celebrity Party

The Launch Campaign  The launch of the Vision Toaster to the press entailed extensive media liaison between August and December 2009  Our campaign comprised carefully timed and targeted activities for each sector of the press to ensure that lead times were met and coverage appeared across all media to coincide with the consumer launch  The central activity was a launch event for both media and industry influencers (chefs, cookery schools etc)

The Launch Event  A presentation of the new technology and the plans for the new Vision Toaster.  Demonstrations of how the toaster worked and how the humble piece of toast can be transformed into a delicious snack or meal – “Toast – seeing is believing”  Try for yourself – organised workstations around the room to encourage guests to try the toaster and some tasty recipes for themselves.  The event was used to launch the “How Do You Like Yours” survey – encouraging journalists to publicise the survey and the results.

Evaluation The coverage secured for the launch across printed media alone was:  Combined Total Circulation = 5,938,000  Combined Total Readership = 19,756,000  Television coverage was secured on:  BBC2 Something for the Weekend  Scotland – STV - The Hour - gadget review  ITV 1 Alan Titchmarsh Show  BBC 1 The One Show  Channel 4 the Gadget Show In conclusion there was great coverage in the press – everyone wanted a slice of the action!

Client Response Phenomenal !  We secured brilliant TV reviews for the Vision which resulted in up-lift of sales. The launch budget would never have run to television advertising, so this was key to the overall success  Editorial coverage in press by major journalists gave gravitas to the product  Sales have continued to grow - up 32% through on-going press coverage

Examples in Brief: Tesco Finest *  We launched Tesco Finest* in Spring 1998  Launched in 200 stores initially  Celebrity chefs helped develop and endorse the range  Rick Stein  Brian Turner  Anton Edelmann  Instant success  Huge media interest and coverage  Now biggest own brand

Examples in Brief: The BBC Good Food Show Scotland We launched the BBC Good Food Show Scotland in October 2007:  Created interest in the event among the press despite the proliferation of food shows in Scotland  Positioned the show as a the sister show to the already established and successful shows in London and Birmingham  Secured extensive coverage across all media  Exceeded the target number of visitors  Established the show as an important annual event on the Scottish food calendar

To Sum up...  PR can help your product stand out in a crowded market place  In recessionary times when consumers need even more convincing to make a purchase, PR can get your message across with great effect  PR offers the advantage of editorial endorsement and therefore carries more weight than advertising  PR brings more bangs for your buck