This is how one B2B marketer described their launch process to me. It’s much better to use a rigorous process, documented in five brief reports: Launch Plan Summary (with strategy, team, activities & results), Prospect Profile, Message Brief, Media Guide, and Launch Results. The middle three address who to tell, what to tell and how to tell.
AIM Archives - Tag: Message Brief
A proper product launch defines who to tell, what to tell and how to tell. You own who and what to tell, while your ad agency or PR firm should focus on how to tell. Hand them a strong Prospect Profile and Message Brief for “who and what.” Otherwise, they’ll waste your money guessing.