When internally and then externally launching a product, a variety of communication channels are used, ranging from sales trainings over press releases up to posts on social media and webinars. One of the key challenges in this process is to make sure that you send out one and only one consistent message that highlights the value and uniqueness of your product.
The presentation in this session will consist of two parts:
- The presentation will cover the framework used during the product launch. The framework aims at obtaining such consistent, value-based communication throughout. Emphasis is put on the one-slide summary of the product value proposition, also referred to as the elevator pitch. Experience will be shared on difficulties encountered in creating the elevator pitch as well as experience on how it helped further downstream in the launch process.
Practical experience in the B2B context at Siemens Industry Software for a highly technical product which has been launched earlier this year and which targets automotive and aerospace engineering communities.