New Product Launch Strategy and Implementation

Ballard Direct has helped successfully launch Selective Marketplace's Wrap and Poetry catalogues, Rohan Designs, Joseph Turner, Shipton & Heneage Shoes, Charles Tyrwhitt Shirts, History Today, Apollo and New African magazines, among others, into the US. We provide business and marketing plans with strategies and tactics for entering the US market including

  • Assessment of the US market opportunity.
    • Product attractiveness – distinctiveness and pricing.
    • The US competitive landscape.
    • Economic viability of the product under the US market conditions.
    • Availability of targeted US media and list opportunities.
  • Development of initial offer strategy including financial modeling of the offer to ascertain its economic attractiveness.
  • Direct marketing test design to gauge the US market potential with limited financial exposure.
  • Evaluation, selection and management of fulfillment, database, call center, data processing, printing, mailing, logistics and other key US vendors to implement the test.
  • Analysis of test results to guide rollout growth strategies.

"David Ballard was instrumental in successfully launching Charles Tyrwhitt Shirts in the US market. Within a year, we had over 20,000 US catalogue customers. He contributed to this great result by intelligently selecting mailing lists and print media, negotiating a productive strategic marketing partnership with a premium US shoe cataloguer, and getting a great article about our shirts in the Sunday New York Times Style Section just before Father's Day 2002."

Peter Higgins
Director, Charles Tyrwhitt Shirts