Jacobs & Clevenger:

4 critical steps in a successful product launch

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Solving today's multichannel challenge

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Making your point at every touch point

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	1. Understand every segment

	2. Outline key objectives for each segment

	3. Align communications with the decision making process

	4. Create communications that connect on every level

Rule #3: Align communications with the decision making process
Most decisions are not made after being exposed to a single communication, so it is important to identify the various steps in the decision-making process and align the contact strategy accordingly. In this case, it was identified that customers first needed to become aware of the high-level benefits similar to a “category sell.” Once they were aware of the high-level benefits, it was appropriate to follow-up with more “brand-focused” and tailored communications.

This campaign was divided into three distinct phases to address the fact that a deliberate decision-making process would be required for most customers:

Phase I Awareness
Phase II Drive Leads and Interest
Phase III Close the Sales

A three-stepped direct mail program would drive customers to an online seminar to learn more. The online seminar, or webinar, provided customers tailored messaging based on product usage, specifically how their organization accessed financial services. The webinar also ended with a survey that served as a lead qualification tool. Leads were then filtered through to a sales team that would be armed with sell sheets to help close the sale.

Now that the audience, objectives, campaign phases and tactics were clear, a breakthrough idea was needed to bring the entire campaign to life in a creative and cohesive manner.

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