*Launch in T-10, 9, 8...: A recent report from Schneider Associates has surveyed the people most involved in successful B2B launches, and put together a list of best practices
and success factors for B2B companies to apply to improve their chances. The report, which involved 98 companies in 24 different industries, provides this handy list of 10 lessons
to live by for B2B launch success:
1. Have a documented launch process.
2. Establish a separate launch budget.
3. Set your launch budget as early in the product development phase as possible.
4. Try to keep the budget stable throughout implementation.
5. Determine launch performance measures before the launch begins.
6. Measure the right success metrics.
7. Include the right external professional on your team.
8. Fight for a bigger budget.
9. Educate your sales force and other internal audiences as well as possible about the new product.
10. Spend money on word-of-mouth campaigns rather than advertising.
Source: Schneider Associates
*Corporate Crusaders: Corporations have an increasing responsibility to help solve global societal problems including environmental issues, poverty and healthcare, says a brand
new study from Ketchum. The study, which questioned influential citizens in 11 countries, also shows that respondents feel corporations fail to meet many of these expectations,
and reveals a distrust of CEOs. Some key points:
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In the U.S., the U.K., Canada and Germany, respondents think that corporations have as much responsibility as governments in preventing global warming;
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Trust in institutions generally--corporations, major media, religious institutions, government and non government organizations--is low, but corporations have the lowest
scores;
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Worldwide, influentials expect corporations to be good environmental stewards, act honestly and ethically, and place people--in the form of fair employee compensation,
consumer care and community responsibility--ahead of profits;
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Respondents in most European nations say corporations should focus more on environmental protection than on profits, while those in North America, India, China and
Argentina attach about the same significance to the two;
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Worldwide, the gap between expectations and performance is the greatest in the area of environmental stewardship, followed closely by honesty and ethics;
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Strong financial management and building a strong management team are foremost among traditional business strengths that influentials look for in a CEO; and,
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At the same time, influentials believe that honesty, ethics and fairness are among the most important personal characteristics for a CEO but also the least often
fulfilled.
Source: Ketchum
*Good Purpose: According to a recent survey conducted by Edelman, consumers are ready for mutual social responsibility:
- 86% of survey respondents are willing to change their consumption habits to make the world a better place;
- 88% feel it is their duty to contribute to a better society and environment;
- 78% of consumers like to buy from brands that make a donation to worthy causes;
- 57% of consumers have no problem with brands that support good causes and make money;
- 70% say they would be prepared to pay more for a brand that supports a good cause they believe in;
- Nearly half (47%) would help brands promote its products by recommending it, if there was a good cause behind it;
- 41% said if two products were of the same quality and price, association with a cause would be the next influential factor when choosing one brand over another; and,
- Only 4 in 10 consumers are aware of a brand that actively supports a good cause.
Source: Edelman PRN