Launch PR

Banana Republic teams up with LinkedIn to capture a professional audience

For the first time in its brand’s history, Banana Republic is partnering with an online social network to collaborate on a promotion.  LinkedIn, a professional networking Web site, will offer its members who update their profiles by November 22nd the chance to win one of 25 wardrobes worth $1,000. Every updater will also get a 25% off coupon redeemable at the store or at BananaRepublic.com.

In a time when unemployment is high and resumes are moving over to the electronic forum, Banana Republic picked an opportune time to capture their target demographic on the Internet. With consumer spending at a 28 year low, and the value of the American dollar dropping, every business meeting and every job interview is increasingly crucial. With their latest partnership with LinkedIn, Banana Republic is targeting their high-end products at businesspeople and jobs eekers who dress for success.

Banana Republic is headlining the campaign with the tagline, “Your job title, specialties, education and your style — when it comes to raising your professional profile, success is in the details.” With the use of banner ads, e-marketing initiatives, and a landing page, they are hoping to appeal to both male and female professionals who wear high end clothing to boost their public profile and convey the image of a winner.

Will Banana Republic’s non-traditional social media campaign be enough to boost sales and overcome the nation’s diminishing consumer confidence?

The Volkswagen Routan: Engineered in Germany, Designed for America

After multiple failed attempts to break into the American market with the Eurovan, Volkswagen has decided to launch into partnership with minivan mogul, Chrysler.

The Volkswagen Routan (ROO-tan) made its debut in September with a clever advertising campaign featuring Brooke Shields.  Dubbed as “the first minivan in America with German engineering,” the new seven-seat minivan shares the same framework design as two of America’s bestselling minivans, the Chrysler Town & Country and Dodge Grand Caravan. It has been designed specifically for success in the North American market with standard features including power sliding doors, a power lift gate and under-the-floor storage compartments.

The launch campaign is based on the idea that the Routan’s features are so compelling, families are having children in order to buy the minivan. Shields encourages parents to “have babies for love, not German engineering.”

Shields directs viewers to learn more by visiting www.RoutanBoom.com, which links the consumer to the Routan’s homepage on the Volkswagen Web site. Here, one can watch Brooke Shields’ full “mockumentary” on the epidemic that is the Routan Boom or experiment with the Routan BabyMaker 3000, a device that allows the visitor to make a baby without actually “making” a baby.

Nevertheless, the Routan aims to be affordable and family friendly, starting at just under $25,000 and averaging up to 23 miles-per-gallon making it economically viable for families.

Do you think the Routan will become as popular as the Dodge Grand Caravan or the Chrysler Town & Country? Was this a good time for Volkswagen to launch the Routan? Will the Routan be as big a commercial success as its ad campaign?

For more information about new product launches, visit www.MMNPL.com.

The Amazon Kindle: Change is Coming

Amazon’s Kindle reader might just be the future of book reading as we know it. For those unfamiliar with the product: think iPod meets your local newsstand. It’s a convenient, portable reading device with the ability to wirelessly download books, blogs, magazines, and newspapers. It brands itself as a completely mobile and simple device for all to use—so fear not, non-techies.

Priced at $359, Amazon hopes to attract all of its usual book buyers onto this new format of literature digestion. With the Amazon bookstore connected directly to the device, users can purchase and download new titles or subscriptions in moments, and usually for cheaper prices than a bookstore. The Kindle also makes morning news consumption easier than ever by allowing users to subscribe to their publications of choice, and the content is delivered and downloaded in the wee hours of the morning while most are still in bed.

The online reviews and videos alone are enough to spark serious interest. The device appears effortless and fun to use, and consumers who have already purchased one have fallen in love. To capitalize on the product’s earnest and widespread satisfaction rates, Amazon has taken their consumer product reviews – something the company has championed early on – a step further.

The PR and marketing managers at Amazon have designed a method for prospective Kindle owners to view the product first hand. The appropriately titled “See a Kindle in your City” initiative allows Kindle owners/enthusiasts to volunteer for an informal meeting and demonstration of the device. An Amazon message board allows these prospective customers to connect with Kindle users all over the country, to setup meetings at local coffee shops, public parks, or anywhere at all.

The unique connections Amazon is creating allows the company to generate serious word of mouth buzz, including brand recognition and consumer satisfaction. But is there a catch to all the hype? In our opinion, no. Like Apple, Amazon highlights simplicity as the product’s #1 selling point. And lucky for Amazon, one of those early adopters who loves its simplicity is Oprah.

On Winfrey’s afternoon television talk show Friday October 24th she announced the Kindle is her favorite new gadget and even went as far to say it was her “new favorite thing in the world.” Amazon founder Jeff Bezos made an appearance on the show but had little time to get a word in under Oprah’s singing praises. She applauded the new technology and even delivered one to each member of the studio audience.

Having Oprah’s stamp of approval equates to large sales figures and success for Amazon. Her book club is the largest in the nation and her opinion resonates with millions across America. How big is Oprah’s endorsement? According to a study from the University of Maryland, when Winfrey announced her support of Governor Barack Obama during his campaign, an estimated 1 million votes were added to the Democratic nominee’s tally.

So what does all this love for Kindle mean to you? Is the device unique enough to overcome its hefty price tag? With Oprah’s recent endorsement, will the Kindle be the hottest new gadget on the market this holiday season?

For more information about new product launches, visit www.MMNPL.com.

Most Memorable New Product Launch Preview: McDonald's Southen Style Chicken Biscuit

Here is the last of five preview videos of this year’s potential Most Memorable New Product Launch finalists.

For additional content about Most Memorable New Product Launch, please visit http://www.MMNPL.com.

Most Memorable New Product Launch Preview: Nintendo Wii Fit

Here is our fourth of five preview videos of this year's potential Most Memorable New Product Launch finalists.

For additional content about Most Memorable New Product Launch, please visit http://www.MMNPL.com.

Most Memorable New Product Launch: Clorox Green Works

Here is our third of five preview videos of this year's potential Most Memorable New Product Launch finalists.

For additional content about Most Memorable New Product Launch, please visit http://www.MMNPL.com.

Most Memorable New Product Launch Preview: Frosted Flakes Gold

Here is our second of five preview videos of this year's potential MMNPL finalists.

For additional content about Most Memorable New Product Launch, please visit http://www.MMNPL.com.

Most Memorable New Product Launch: Bud Light Lime

Schneider Associates, Mintel and IRI are eagerly awaiting the results of the 2008 Most Memorable New Product Launch (MMNPL) survey. To kick things off, here is the first of five preview videos of this year’s potential MMNPL finalists.

For additional content about Most Memorable New Product Launch, please visit http://www.MMNPL.com.

Joan discusses launch on MSNBC

On Sunday morning, Joan Schneider appeared on MSNBC’s “Your Business,” to share her insight into new product launch. Joan joined a panel of experts to debate the importance of regularly launching new products and the best strategies for timing a launch.

If you need expert launch advice, please E-mail us at launch@schneiderpr.com.