Launching a new brand or product is a significant investment in both R&D and manufacturing. A successful launch requires a strategic, multi-channeled plan to establish brand identity, solidify brand meaning and messaging, and generate a response. Marketing messages need to reach our target audience more than eight times in order to resonate. Message strategy, creative strategy, and channel strategy all come together to bring the right message to the right audience at the right time. Events are an excellent tactic to include in brand launch plans because of the self-selected audience and the excitement that accompanies an event experience. This session is ideal for new marketing managers and event marketers looking to better understand their brand and product colleagues.
Learning Objectives:
 •  Review brand building theory
 •  Identify efficient brand or product launch approaches
 •  Explore message strategy and creative strategy
 •  Discuss the importance of timing to increase the likelihood your audience will be receptive
 •  Evaluate the importance of face-to-face marketing in the effectiveness of brand or product rollouts