Basco ShowersOpening the Door to New Products
The usual recipe for launching a new product in the kitchen and bath industry includes press releases, social media and hosting a launch event. But when K&A was launching a new line of luxury shower enclosures from Basco, we didn’t just follow the recipe. We added some new ingredients.
A recipe for success
We began with a preliminary launch meeting to set goals and objectives, and discussed the unique selling proposition of the RODA by Basco line. We analyzed the competitive landscape and created a “big idea” for the launch event. Then we developed a comprehensive launch plan laying out strategies, budgets and timelines, social networks, sales channels, and the mechanisms for tracking, monitoring and reporting results.
We issued press releases, announcements and fact sheets, and made product imagery available to media channels and industry influencers. We started an outreach program to industry bloggers, and developed a promotional contest publicized through email marketing, YouTube videos and Basco’s Facebook page.
The bottom line—K&A designed and implemented a launch process that went beyond the usual event and news release. It was a fully realized program reaching out to media contacts, sales channels, bloggers and consumers, that maintained its impact over a sustained period of time.