Earlier this year the website meetmyfriend.com.au launched an internet dating site with a twist. Meet my friend enlisted the services of Launch Group to secure an unprecedented volume of mainstream press in the two months leading up to the site launch. Launch Group formulated a strategic communications plan employing above the line (mainstream press), below the line (online and guerrilla activities) and experiential marketing (launch event). Within the week surrounding the launch event, Launch Group had secured $85,000 worth of free editorial within a number of main stream newspapers and free ticket give-aways via Nova’s radio broadcasts. Over the next month Launch Group secured editorial on news web sites as well as in the glossy mags taking the editorial value to approx $150,000. Happy client! See their newsletter here for more details.
Wake-up call for A/NZ executives
Seeking insight into the ‘enterprise of the future’ IBM yesterday released the findings of what it claims is the biggest global study of CEOs ever conducted.
Based on face-to-face interviews with 1,130 CEOs from 40 countries across 32 industries, including 69 executives in Australia and New Zealand, the study identified the main challenges likely to shape the future of business.
It revealed widespread concern by CEOs about their organisation’s ability to absorb and manage change as well as a widening gap between winners and losers in the global economy. Surprisingly, a high number of CEOs saw change as an opportunity to build new competitive advantage. Overall, 83 per cent of respondents expect substantial change in the future, an increase of 28 per cent in just two years. See the full report from computerworld here.