With the new year approaching, many marketing managers are readying new-product roll-outs for 2007. One vital element of a product introduction is the briefing presentation–the pitch that will introduce customers, editors, and analysts to the new offering.
How can you capture the attention of your audience and make your introduction stand out from the hundreds of others slated for early 2007?
BDTI reviews dozens of product introduction presentations every year. In studying these presentations we’ve identified three characteristics that distinguish the really effective presentations from those that are quickly forgotten: A stand-out presentation provides a compelling picture of the product’s value proposition; it provides credible evidence for its claims; and it delivers its messages crisply.
The best way to ensure that a presentation meets these goals is to test it with a knowledgeable, critical, and responsive audience. BDTI analysts can become your test audience and give you the insightful feedback you need through BDTI’s “Sounding Board” service. BDTI’s analysts have hands-on experience with signal processing technology and have spent years tracking the industry—and listening to hundreds of product pitches. This experience makes them a shrewd audience with a unique combination of technical expertise and industry savvy.
Recently, a stealth-mode start-up company developing a high-performance processor was preparing to launch its first product. As the announcement would also be the company’s debut, the company wanted maximum impact from its first announcement. It needed to establish strong market positioning and distinguish itself from a crowd of competitors. The company’s own executives were seasoned professionals with many years of experience, but had been working on their pitch for so long that they weren’t in a position to evaluate it from an outsider’s perspective. The company had also had plenty of interaction with prospective customers, but discussions with customers typically focused on details of particular interest to those customers and did not provide the company with the feedback it needed to hone its product positioning and message.
To make its messages compelling, credible, and clear, the company turned to BDTI’s Sounding Board service.
A BDTI team met with executives and managers from the company for a Sounding Board session. The company presented an overview of its technology and products, and its objectives for its product introduction. The BDTI Sounding Board team then digested the company’s existing messaging and positioning and provided a set of recommendations for improving them. Following the Sounding Board, many of BDTI’s recommendations were implemented by the company, resulting in a powerful, differentiated, and credible set of messages for its debut announcement.
To learn how a BDTI Sounding Board session can help you maximize the success of your product introduction, contact Jeremy Giddings (giddings@BDTI.com) or visit http://www.BDTI.com/products/services_sounding.html.
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