Product Launch

Laufen 'Palomba Collection'

Building on the success of ‘The Palomba Collection’, Laufen Switzerland decided to launch a new revised version of this bathroom collection. For it’s UK product launch, I was asked to create relevant launch marketing material. Elements required were a ‘Product Launch pack’, advertising (print and email) and PR work. Such material would have to successful 'educate, entice and enthuse' all retailers, consumers and internal employees. 

Responsibilities

The first stage involved contacting our PR agency and organising the placement of various PR pieces within various UK consumer, designer and trade publications. Supporting this pre-launch awareness was the structured placement of A4 advertising within the same publications. Interlinked with this print campaign was the creation of email advertising. This was designed to ‘entice’ UK retailers into enquiring about this new forthcoming collection. The next stage involved creating a bespoke ‘product launch pack’ for UK retailers. This included a display brochure, a price list, a product brochure & CD.

Details

Encased within a bespoke folder, this pack allowed retailers to learn about the collection and the support marketing material. Finally, the print specification of uncoated stock reflected the actual construction material and unfinished nature of the actual ‘Palomba Collection’ products. 

Details

The campaign success was then measured through the number of sales leads, number of customers met, number of cross-sell/up-sell orders and campaign awareness. Such positive results showed that the campaign had exceeded its strategic objectives (launch awareness, sales and customer relationships).