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