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What is the product release process?

What is the process before a new product launch, what are the main processes of the new product launch, and how to write the planning plan of the new product launch? The following is what I arranged for you for your reference. Welcome to read!

First, the operation skills of the conference

Title selection of press conference

Press conferences are generally held for events of great significance to enterprises and of interest to the media. Every conference will have a name, which will be printed on all forms of the conference, including invitation letters, conference materials, venue layout, souvenirs and so on. When choosing the title of a press conference, you generally need to pay attention to the following points.

1. Avoid using the word press conference. China has strict application and approval procedures for press conferences, so it is not necessary for enterprises to be so complicated. Just define the name of the press conference as "* * information conference" or "* * media communication meeting".

It is best to explain the main contents of the meeting in the title of the meeting. For example, "a new product release information conference of an enterprise in 2005".

Usually, you need to type the time, place and organizer of the meeting. This can appear in a slightly smaller font under the main title of the press conference.

Sometimes, you can choose a symbolic title for the press conference. At this time, you can generally use the method of theme plus subtitle. The subtitle explains the content of the meeting, and the theme expresses the main meaning that the enterprise wants to express. For example, Haikuo Sky Five Star Electric acquired Qingdao Yatai Information Conference.

Time of the press conference

The time of news release is usually also the time to decide when the news will be broadcast or published.

Because most print media release news the day after they get the information, it is advisable to arrange the press conference in the afternoon of Monday, Tuesday and Wednesday as far as possible, and the meeting time is about 1 hour, so as to ensure the live effect of the press conference and the effect of reading newspapers afterwards.

Try not to choose the press conference in the early morning or evening. Out of politeness, some organizers hope to have lunch or dinner with reporters after the press conference, which is not desirable. If you don't invite journalists to hold experiential press conferences for a long time, you generally don't need to make similar arrangements.

Some major events held in the form of dinner will be released and journalists will be invited to attend. However, the content of the news release should be arranged at the initial stage, at least to ensure that the reporter's interview work can be finished earlier and that the media can publish it the next day.

When choosing time, we should also avoid important political and social events. The media's task of covering these events in a large space will dilute the communication effect of enterprise press conferences.

Location of the press conference

The venue can choose the outdoor scene of * * * activities, which is convenient for photographers to take pictures, and can also choose indoor. According to the scale of the conference, the indoor conference can be arranged directly in the office of the enterprise, or you can choose a hotel. Hotels have different star ratings. From the perspective of corporate image, five-star or four-star hotels should be selected for important release.

Different hotel styles have different positioning, so the choice of hotel style should be consistent with the content of the conference. Also consider the convenient transportation and easy to find. Including the distance from major media and important people, is the transportation convenient and parking convenient?

When looking for a venue for the conference, the publisher must also consider the following questions:

How many people can this conference hall hold? How big is the podium? Projection equipment, power supply? Cover, chest microphone, remote control microphone? How about related services? Provide accommodation, wine, food and drinks? Is the price reasonable? Is there a waste of space?

Background layout. There are themes and meeting dates on the theme background board, and some will write down the host city. Colors and fonts should be beautiful and generous, and colors can be based on enterprise VI. Will the hotel arrange it?

Hotel external layout, such as banners, vertical banners, floating balloons, arched doors, etc. Does the hotel allow layout? Whether the local competent department of city appearance has stipulated restrictions, etc.

Seating arrangements for the press conference

Placement: the press conference is usually placed on the rostrum, and the desk is below. Pay attention to determine the rostrum personnel. Seat cards should be placed to facilitate journalists to record the names of spokespersons. The principle of resettlement is "the person with high position is in the front, and the person with one's own position is in the back".

At present, many meetings adopt the way that the podium only has the chair seat and the speech seat, and the guests sit in the first row below. Some informal meetings and discussion meetings are arranged in round tables.

There are also many press conferences with serrated tables. The spokesman sits in the middle, with visiting reporters on both sides and opposite sides, which is convenient for communication. At the same time, it is also beneficial for photographers to take pictures.

Pay attention to the reservation of seats. Generally, there will be some seats without tables in the back.

Other props arrangement for the conference

The main props are microphones and audio equipment. Some things that need to be displayed on the computer also include projectors, notebook computers, wires, internet connection devices, projection screens, etc. Relevant equipment should be debugged repeatedly before release to ensure that there is no fault.

The background layout and surrounding layout of the conference site need to be arranged in advance. Generally, there are guiding signs in the lobby, elevator entrance and corner, and this service is available in general hotels. Please welcome the hostess in advance. If the press conference is arranged within the enterprise, it is also necessary to arrange personnel to guide reporters as appropriate. Do you want to talk as much as possible before telling the truth? What is a trip? I am in a hurry. Is it baked with rabbits? br/>;

Information preparation for press conference

The materials provided to the media are generally in the form of advertising handbags or file bags, which are properly sorted and placed in an orderly manner, and then distributed to the news media before the press conference. The order should be:

1, meeting agenda

2. Press release

3. Speech

4. Introduce the background information of the speaker. * * * It should include the topic, main experience and achievements, etc. * * *

5. Company Manual

6. Product description materials. * * * If a new product is released * * *

7. Related pictures

8. Souvenir * * * or souvenir coupon * * *

9. Business card of the person in charge of corporate news * * * Further interview after the news release, and contact * * * after the news release.

10, blank stationery and pen * * * convenient for reporters to record * * *

A spokesman for the press conference confirmed

The press conference is also a good opportunity for company officials to deal with the media and is worth cherishing. The spokesman representing the company's image will have a great influence on the public perception. If its performance is poor, the company image will undoubtedly be unpleasant.

The conditions of a spokesperson should generally include the following aspects:

One of the leading figures in the company-the spokesperson should hold an important position in the company and have the right to speak on behalf of the company.

Good appearance and presentation skills. The spokesman should have a wide range of knowledge, clear language expression ability, strong listening and reaction ability, neat appearance including body language, and be generous and decent.

Be able to carry out the original plan and make flexible adjustments.

Have the ability of on-site regulation and control, and can fully control and mobilize the on-site atmosphere of the conference.

The spokesman's preparation for answering reporters' questions.

At the press conference, the speaker usually has a session to answer the reporter's questions after speaking. Through the communication between the two sides, we can fully realize Zeng Qiang's understanding of the whole news event and his grasp of background information. Being interviewed by prepared and friendly leaders can further sublimate the news materials released at the press conference.

When answering a reporter's question, a main respondent is usually responsible for answering it. If necessary, if professional problems are involved, there will be other people to assist.

Before the press conference, the organizer should prepare the outline of the reporter's question-and-answer memorandum and reach an agreement in advance, especially the main and auxiliary questioners.

In the process of releasing the conference, we should seriously answer the reporter's questions, politely stop irrelevant or long-winded questions, and directly and politely say the questions involving corporate secrets. Generally speaking, reporters can understand and others can answer politely. It is not appropriate to take a "no comment" approach. For complex questions that need a lot of explanation, you can simply answer the main points first and then invite them to discuss after the meeting.

Some enterprises like to arrange the questions asked by the media in advance to prevent the media from asking sharp and sensitive questions. It is recommended not to adopt it.

Invite reporters at the press conference

The technique of media invitation is very important, which not only attracts journalists to participate, but also can't reveal too much news to be released. In terms of the density of media invitations, there should be neither too many nor too few. General enterprises should invite journalists who have close contact with them to participate. If necessary, if the atmosphere at the event site is warm, they should take care of journalists from the print media and go with photographers.

The invitation time is generally 3 to 5 days in advance, and the day before the conference can be appropriately reminded. Journalists who have more contact with the media can take the form of direct invitation by telephone. For unfamiliar media or when the published content is serious and solemn, a written invitation letter can be used.

Appropriate suspense can attract journalists' interest in publishing conference news. Another way is not to disclose the news before the meeting and give the reporter a surprise. The idea of "I want to report this news for the first time" has prompted many media to write news. If it is disclosed in advance, in the reporter's words, "news resources have been destroyed." Seeing that other newspapers have reported it, the enthusiasm for writing news will be greatly weakened, and even people are reluctant to publish it again. No matter how familiar an enterprise is with some newspaper reporters, major news content cannot be leaked before the press conference.

In the process of inviting journalists, we must pay attention to the need to invite journalists, not advertising professionals of the media. Sometimes media advertisers want to use the opportunity of the press conference to make business contacts and make promises that they can also help publish, and they must refuse at this time.

Planning scheme of new product launch conference

The planning scheme of new product launch conference includes the following seven elements, and there is basically no big problem in grasping it.

Publish the theme of the meeting

First, public relations objectives:

* * *1* * Long-term goal:

*** 2*** Short-term goals:

Target public:

Psychological needs:

Second, the publicity plan

1, media advertising strategy

2. Sales advertising strategy

3. Off-site advertising

Three. List of invited participants

* * * Agency:

Media:

Authoritative person:

Development partners:

New products experience the public:

Celebrity:

Performing groups:

Four. Notification contact information:

Verb (abbreviation of verb) receiving mode

Intransitive verbs: the activity requirements of the external public

Customer relationship:

Media relations:

Community relations:

Partner relationship:

Supplier:

Dealer:

Competitor relationship:

* * * Relationship:

Celebrity relations:

VII. Division of Labor and Coordination

Planning Department: Secretariat Department:

Marketing department:

Technical department:

Finance department: