Rolling Thunder Landscape

Rolling Thunder Landscape - Rolling Thunder Powering...

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www.PeopleWhoKnow.biz Rebel Brown, CEO & Chief Spin Doctor Phoenix Rising Strategy Series: eBook ll 1 Rolling Thunder Powering Momentous Market Launches
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www.PeopleWhoKnow.biz Rebel Brown, CEO & Chief Spin Doctor Phoenix Rising Strategy Series: eBook ll 2 What if I told you I could launch a product or company and never do a press release or an event ? That we’d get better business results than by using traditional launch tactics? Heresy you shout! Traditional launches act as big corporate Lighting Bolts, the big Ta Da - regardless of results. We plan big events, create loads of new sales tools and collateral, place those all important ad campaigns. All the while keeping everything in hush, hush secrecy ‘til we near the big day. We even keep the launch details secret from our sales teams, not to mention all but our most select customers and partners. Then comes the big ‘Ta Da’. Our press release hits the wire, we hold some big chest thumping event and then start selling our hearts out, having trained the sales force the day or week before. The next day (or week) we go back to business as usual. Exhausted, but assured that we’ve done our jobs. Just look at all the attendees at the launch, that great PR coverage, the acclaims from near and far. Then reality strikes. Revenues are slower ramping than we expected, the sales force cries for qualified leads and the excitement of the launch day fades to a distant memory. We shake our heads and wonder why we aren’t successful. After all the launch was a big success. But was it? Research states that only 38% of companies rank their launches as highly successful.* The concept of launches as a single point in time, a single day, a single event is as antiquated as that analog television antenna. Wait a minute, there are still some of those out there, aren’t there? Lightning Bolt launches happen all the time, even if they aren’t the most effective way to create momentum around your company or offering. That paint-by-numbers approach is known and comfortable, there are boxes to check and deliverables to create in the same repetitious patterns. And it’s the way everyone else does it, right? Not if you want to create momentum. If you want momentum, you have to let the Thunder Roll. I’ve successfully used Rolling Thunder for over a decade now. When we really get the thunder rolling, we create excitement, build momentum, and power revenues ahead of the announcement! This eBook shares the process and logic behind Rolling Thunder, along with some practical examples of each step along the way. I hope you find value for yourself and your company. * Business-to-Business Launch Survey Executive Summary, Schneider Associates, Center for Business Innovation, Babson College, 2007)
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www.PeopleWhoKnow.biz Rebel Brown, CEO & Chief Spin Doctor Phoenix Rising Strategy Series: eBook ll 3 The Lightning Bolt Gives Way to Rolling Thunder Today's successful launches are not about one big bang event or day or week
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This note was uploaded on 05/14/2010 for the course CBA CIM202 taught by Professor Lesrobertson during the Spring '10 term at UBC.

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Rolling Thunder Landscape - Rolling Thunder Powering...

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