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Flight Plan™

Finally -- a platform for new product launches in the building industry

A new product can create an important new revenue stream for manufacturers in the building industry. But there’s a problem: new products face long odds.

In fact, across all industries, 67% of new products don’t make it to a second year. All too often, self-inflicted wounds result in a failed launch: poor planning, botched timing, neglected launch tactics and a lack of creativity, among others.

Now, Baublitz Advertising has created Flight PLAN™, a proprietary process designed to remove these significant obstacles to success. Flight PLAN™, developed exclusively for manufacturers and others serving the building industry, offers a comprehensive approach that captures every opportunity for success.

The Challenge

Multiple tactics, multiple timelines, multiple audiences, multiple messages — it’s no wonder even the smartest marketer faces an uphill battle pushing a new product into the marketplace.

These hurdles lead to mistakes made time and again. In fact, ineffective marketing and inadequate market research are the cause of 38% of all product failures. And yet, only 59% of companies even bother to create a detailed launch plan.

The Solution

With Flight PLAN™, manufacturers gain a competitive advantage over the majority of companies that fail to create a blueprint for success. Flight PLAN™ builds a systematic launch program for each individual product, establishing a clear pathway to market.

Flight PLAN™ follows four steps:

  • Gathers the dozens of disparate elements of a successful launch into a single, manageable process – a unified program that enables you to track progress and coordinate all activities
  • Establishes a communications plan for each distinct audience along the supply chain, offering an audience-by-audience breakdown of marketing tactics
  • Provides a scheduling matrix, so communications with key audiences occur at the right time – and tactics with longer lead times remain on schedule
  • Creates benchmarks for success – and monitors them throughout implementation

The benefits? Flight PLAN™provides a comprehensive tool for getting greater return on your research and development investment. It also enables you to make informed decisions about budget priorities before the launch, rather than on the fly – when mistakes are made, and dollars wasted.

For more information on a successful product launch, read the Baublitz Advertising white paper, “The Optimal Product Launch: Strategies for Success in the Building Industry.” For more information on Flight PLAN™, contact Kevin Brown, VP Client Services at 717-852-4840.