With hundreds of products competing for shelf space, not all new automotive aftermarket product launches are successfully executed. To help bring clarity and practical advice to the subject, Tom Marx, president of The Marx Group, will moderate a panel discussion on “Product Launches: What You Must and Must Not Do” during the 2009 SEMA Show in Las Vegas.
Scheduled for Nov. 2 from 3 to 4 p.m. at the Las Vegas Convention Center, the panel will include Cam Benty, vice president of marketing, Flowmaster; Ron Coleman, president, Competition Cams; and Marla Moore, advertising/marketing director, Hypertech, Inc.
“Every product launch is unique, but all require market research, competitive analysis, branding, promotion and packaging. Unfortunately, many product launches do not reach their sales goals, despite the best intentions,” says Marx. “Our panel of distinguished experts are all leaders in their respective categories and have learned from their own product launch mistakes. They will share what a well-thought out strategy looks like to ensure a successful launch.”
Marx, co-author of "Marketing Sucks! (And Sales too!)," will provide a comprehensive checklist of product launch must-haves and will discuss the importance of timing to ensure that all contingencies are covered.
“Whereas a successful product launch is a seamless sequence of actions that builds excitement and demand for the product,” adds Marx, “an unsuccessful launch is often attributed to bad strategic thinking, poor planning, an insufficient budget or uncoordinated execution.”
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