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Will The Real "Surround Sound" Stand Up?
18th October 2016
by Mike Lamberson

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A common buzzword: Surround Sound. That phrase is spoken in every marketing department in every company. It can have a numbing effect. And, it’s easy to think about conceptually, but rarely executed with excellence. Why? Because it’s hard. Very hard.

It’s not optional during a new product launch. In fact, it is one of the markers for successful uptake of the new product. The message must be unified across channels, and the intended behavioral change in the target audience must be clear.

In new product launches, it’s easy to give the sales reps a message, create a patient-focused website stating something else, and tell payers another story. They make sense individually and may even be optimized for each channel. But the real power is tuning a cohesive message to get the clearest (not loudest) voice that cuts through the clutter.

I recently read an article on the Best Product Launch of 2016 in Medical Marketing & Media. My takeaway is that the Flonase Team did the research and decided to go with a lifestyle vs. product-based campaign. Great. But how did they maintain the discipline to ensure all channels and communication apertures delivered the same story, much less the branding and other visual effects? It’s an example of Launch Excellence. While it looks pretty on the outside, I can guarantee the work involved to synchronize a surround sound campaign on the magnitude this team pulled off was monumental. Yes, the agency did great work (their job and should be expected) and forms the content basis for the article. At a deeper level, the underpinning of making the launch work well was Launch Excellence.

An experienced team with the discipline to execute, make compromises in different channels and apertures, helped to ensure a cohesive story that is clear, consistent, and calls the target audience to action towards the intended behavioral change. The takeaway is to not just make “surround sound” a rally cry for your next launch, but a measurable objective to be earned to ensure a successful launch.

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Blog
Will The Real “Surround Sound” Stand Up?
18th October 2016
by Mike Lamberson

A common buzzword: Surround Sound. That phrase is spoken in every marketing department in every company. It can have a numbing effect. And, it’s easy to think about conceptually, but rarely executed with excellence. Why? Because it’s hard. Very hard. It’s not optional during a new product launch. In fact, it is one of the […]

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