Timing Considerations when Launching

A global marketing and sales professional, Connecticut’s John Finneran works as a sales and marketing consultant for various startups. He previously spent 15 years as the marketing manager for Unilever. In this capacity, John Finneran of Connecticut oversaw all profit and loss activity, in addition to handling new product launches for the company.

While every new product launch differs in some way, businesses must always ensure they have the right timing when launching. In the past, finding the right time for a product launch was easier and depended on when the product was near perfect. That changed with the digital age. While releasing a product when it’s ready is still common, it’s not always the best time for every situation.

Given the new advances in technology, companies must also consider their sales cycles when launching new products. Launching in a particular month or year has dramatic effects on the performance of the new offering. Statistically, Tuesdays are the best days for releasing new products, since consumers are too focused on the upcoming week on Mondays, and focused on the weekend on Fridays.

It’s also important that companies consider their own schedules when launching products. Since the process takes a good amount of time and energy, new product launches are best planned for times when a company has little else going on. This allows the business to allocate more personnel to the launch without sacrificing other business operations.

Difference Between Marketing & Strategy

A resident of Connecticut, John Finneran has been working in sales and marketing for over three decades. A graduate of Connecticut College, he consults with startups about marketing and sales plans. Connecticut’s John Finneran also previously served as marketing manager for BIC Consumer Products and Unilever Home and Personal Care.

Marketing managers are responsible for controlling and planning marketing programs, strategies, and tactics that create demand for products and services. Many people use the terms marketing strategy and marketing tactics interchangeably, despite the fact that they are two different concepts.

Strategy is typically quite broad and focuses on the big picture. Within marketing strategy, companies identify their long-term goals for expanding their customer base. The strategy answers such questions as why a business is investing in marketing efforts and what brand messaging sets the business apart from competitors. Without a strategy, teams lack clear direction and often engage in random acts of marketing, like joining the latest social media network without knowing why.

Meanwhile, marketing tactics are the ways that these strategies are put into action. For instance, investing in a CR, creating a website, and writing blog posts are all marketing tactics that support the long-term goals set out by the marketing strategy. Tactics are responsible for reaching the target audience, but without a strategy to guide them, many businesses waste money on these random efforts.

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ADDY Awards Support Advertising at All Levels

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An experienced sales professional and marketing manager in Connecticut, John Finneran serves as a marketing and sales consultant for start-ups. Prior to this, he spent more than two decades as a marketing manager for such companies as Unilever Home and Personal Care. During that time, John Finneran of Connecticut won 10 industry awards, including one ADDY Award.

The American Advertising Awards, or ADDY Awards, is the largest competition for the advertising industry. Sponsored by the American Advertising Federation (AAF), an organization consisting of close to 40,000 members across the United States, the ADDY Awards are given to students and professionals who demonstrate high levels of creativity and excellence in advertising.

There are three tiers of ADDY Awards that individuals must go through, beginning with entry at a local level. Winners of a local ADDY stand out within their market, and are then moved on to the second tier of the awards, which recognize outstanding individuals based on their district. The AAF recognizes 15 district competitions, and the winners in each district compete at a national level for a national ADDY Award.

The AAF supports the entire advertising industry via its awards program. The proceeds from the national, district, and local competitions all go toward programs in each community that support professional development, public service, and advertising education.