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Enterprise Thinking. CS November 18, 2006. Practical Application. Redefining New Product & Service Development Critical Path Method Alliances. Redefining. S1 – Create Challenge Statement: GLM is not optimizing its media relations services. Redefining. A. Is the CS one issue? YES - PowerPoint PPT Presentation
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Enterprise ThinkingCSNovember 18, 2006
Practical ApplicationRedefining
New Product & Service Development
Critical Path Method
Alliances
RedefiningS1 Create Challenge Statement: GLM is not optimizing its media relations services.
RedefiningA. Is the CS one issue? YESB. Is the CS present or future tense? YESC. Is the CS a problem or a solution? YESD. Are the facts verifiable? YESE. Are the CS assumptions valid? YESF. Is the CS essential to the overall goal? YES
S2 Reformulate SOC into a Should Statement (+OUE)
GLM should optimize its media relations efforts.
What would it take for GLM to optimize its media relations services?
S3 Scan for Solutions:Define the Ultimate EndWhat do we need to know?Who is our audience (trade, consumer)? What are their needs?Services and amenities of interest to pressFeedback from media teamCompetitive offeringsResources available: technological, financial, staffing, time
S3 What are possible solutions?Registration and Database Maintenance:Online press registration system, with options for updating contact information, etc.2.Customized messaging:Numbering system for scanning, personalized messaging and BD Metrics access3.Access to Information:Online posting system for exhibitor news; RSS feeds
Overview of Solution Options
S4 - Redefine SolutionsWork with IT department to develop online press registration system, connected to existing Access database.
S5 Run Test Solutions(Small Scale)Low Cost review idea and process with media team and IT.Mid Cost review idea and process with press.High Cost conduct internal trial run with media team and show managers.
S6 Run Test Solutions (Large Scale)Run test to determine if testmeets core competenciesgives strategic advantagewill be accepted internally & externally
Test: perform trial with select group of press; track # of registrants and calls to media team
S7 - ImplementationPlan announce new service through letter to press; signage at tradeshowsLaunch select a show or group of shows to start processImplement offer online service
S8 Post ReviewPre-Show anecdotal review from media team: time spent fielding calls, faxing/emailing form, requesting samples, updating contact informationAt Show press interviewsPost Show MIS recap, suggestions, upgrades
New Product & Service DevelopmentGate 1 - Stage 1
Define parameters: Online press registration system that enables press to register for a tradeshow; update contact information; request interviews, photos
Magnitude of opportunity: Less staff time spent updating records; fewer calls re: online options; ability to register for multiple shows; streamlined onsite badge pick up; in line with competitors
Focus groups: internal/external poll with media team; select group of press
Gate 2 Stage 2Build a Business Case
Competitive analysis of RX, WMC, AMC, DMC, LA Mart
Technical needs-System upgrades-Web redesigns-Staff resources
Gate 3 Stage 3DevelopmentWorking model for internal testing
Develop launch plansPress communicationGiveaways, incentives
Customer feedbackStaffPress
New Product & Service Development
Gate 4 Stage 4Testing/Validation
Gate 5 Stage 5LaunchQuestion press at show about benefits, ease of use, areas for improvement
Critical Path Method:Developing Online Press Registration
Interview press re: registration wish listReview competitive show optionsDiscuss needs with media teamDevelop comprehensive list of registration needs and fields Review needs with IT departmentIT develop template for press access, registration, contact updatesPR conduct internal testReview changes with IT departmentIT makes changesPR review changes; retestWrite and issue press announcementLaunch serviceSurvey pressMake refinements
Launching Online Registration
Launching Online RegistrationInterviewpressITdevelop templateSWOTDevelopneeds listRefineSurveyLaunchAnnouncePR retestITmakeschangesMedia teammeetingReviewwith ITInternal testReview changeswith IT
Alliance: Ad HocPR and IT Departments
Objective: work jointly to develop and launch online registration systemStrategy: research, technology, testing, promotion and launchDescription: Short term, minimum resources
Key Elements
Duration: 3-month periodResearchPR research press interest, competitionIT research database optionsTechnologyIT develop systemTestingPR conducts internal, external testsPromotion and LaunchPR announce and promote systemFeedback LoopsPR team and pressEnd-of-Cycle reviews
Online Press Registration makes business:Better press can self-update; register for multiple shows
Faster press no longer need to wait in lines at shows, fill out forms
Cheaper - save staff time fielding calls, faxing forms, printing badges
Enterprise ThinkingCS