The Launch Marketing Council (LMC) is an innovative industry-first council that aims to develop best practices around launch marketing.
The Council, which is brought to life by global independent launch agency, Five by Five, changes annually and is comprised of leading industry professionals across the marketing space.
In June, the Council published its first paper, which discussed international launches from Australia to the rest of the world, and global launches coming to Australia.
And now, the second bi-yearly paper has been published, which focuses on the impact technology has made on launch campaigns and how new technology itself is being launched.
Technology is having a profound effect on how product launches are being managed by brands and experienced by consumers. Instagram has just begun testing a new feature to allow users to set reminders about new products being launched. It’s expected to fuel an already voracious appetite for new product lines that benefit from further word of mouth when they sell out in minutes.
Five by Five felt it was the right time to dive headfirst into this topic with its panel of marketing experts and guest contributors. The panel welcomed Maria Loyez, CCO of Volt Bank who brings many years of experience in launching products in the UK and Australia.
Nicholas Cornelius is the former CMO of Pack and Send and has an impressive background in digital marketing including roles at the NRL, Electronic Arts and Halfbrick Studios. Daniel Gervais from Airbnb brings to the table a passion for brand and a diversity of experience in travel and hospitality that now informs his senior marketing role.
Two new marketers from the world of tech also joined as guests for the evening. Mari Kauppinen is head of marketing, Demand Generation at IBM and also vhair, marketing review Board, IBM ANZ. Lastly, Nick Reynolds is VP and CMO at Johnson Controls – Hitachi Air Conditioning.
You can download the paper HERE.
