National Product Launch Case Study
Download the case study:
National Product Launch Case Study
Name of Program:
National sales product launch meeting
Description of Client:
Nationally recognized pioneer of web-based project management and collaboration software to improve project management, communication and collaboration in construction
The client provides facility owner/developers, architects, engineers and contractors with on-demand (web-based) project management and collaboration software. This software, in turn, helps organizations improve business processes during the planning, design and construction phases of complex capital projects, with quantifiable and measurable results.The firm was launching a large upgrade for a current software module. The challenge was to roll this product launch meeting out with their current existing users targeting their specific training and educational needs. Additionally, the firm needed to launch the software to new users that required more intensive training. How can AMI accomplish the varied educational and training needs into one successful launch program?
Scope of Program:
AMI initiated the project with background research and a comprehensive needs analysis of their event planning needs. We examined the marketplace from both an inside (client) and outside (their customers) perspective. This was accomplished by compiling an online survey for the employees, key customers and a focus group of prospects. Through this feedback, we could gauge levels of knowledge surrounding the existing software product. This information enabled AMI to develop appropriate track training to facilitate the varied needs of the attendee. AMI recognizes that meetings are not cookie cutter and we ensure best model is provided to meet our clients’ needs.Next, site selection – a city, location and time of year – had to be identified that was suited to the national group (with construction projects in various stages of development) at large. The chosen city had to be accessible and offer venues that could accommodate the large group size with ample breakout and meeting space. Once the selection was finalized, we had a 45-day timeframe to plan and execute the complex initiative.Additionally, the client wished to foster an atmosphere of learning, networking and interaction between the firm, its customers and prospects. The launch meeting was slated to occur over a four and a half day timeframe.
Role & Outcome:
Since this was the client’s first client launch meeting, AMI was charged with developing a program that provided the firm a platform to meet and exceed its goals. AMI’s consultative approach ensured the client launch success as well as great visibility pre, during a post launch.
AMI was responsible for all aspects of the initiative from conception to post event services. We prepared extensive marketing literature to distribute to the selected target audience, including a promotional conference brochure, registration materials, and HTML e-mails for the recruitment campaign for over 1,000 attendees. AMI succeeded in providing a platform for the launch that was dynamic and energizing. Keynote speakers and unique presentations enhanced the message and motivated the audience. Top notched staging, lighting, audio; video all took the launch to another level. AMI coordinated a schedule of events that not only ensured ample time to relay the launch message to the diverse group, but to also promoted a fun atmosphere with social activities and planned off-site events. AMI came in under budget with cost savings of over $200,000 on a budget of over $2,000,000.00. AMI exceeded all of the firms’ expectations and goals.