The Launch of a Lifetime: Catching up with Barry Lee Cohen

Estimated reading time: 12 minutes

Barry: We immediately collaborate with our partner to develop a strategic program plan. This includes consultation with the partner’s team and other key stakeholders to confirm that the final plan meets objectives, elicits voice of customer and budget parameters prior to execution.

Based on the agreed upon plan, tactics are developed that could range from microsites and E-blasts to technical paper presentations and more. With thirty years of roll-up-the-sleeves experience, I’ve been extremely fortunate to have established a trusted track record of building beneficial and strong relationships with key media decision makers. This credibility allows me to negotiate, gain and increase the number of exposures and frequencies of the partner’s new initiative to targeted editorial and paid media.

As part of planning and deployment, we test, track, evaluate and as necessary, adjust implementation to continually ensure the brand messaging is highly differentiated from the competition. The brand must be understandable and believable, but most importantly, true and relevant. When executed correctly and consistently, the program launch will help to nurture thought leadership for the company.

Dan: There are others who offer some of the same services. How is your company better than other companies?

Barry: Launch is the un-agency—and proud of it! I make it my responsibility and mission to become an extension of any company who partners with Launch. Furthermore, I’m supported by a veteran team who are known to work well above the hours a partner would traditionally contract from an agency, while also offering value-added services without being asked. We aren't on the clock. We are on each partner’s team.

Our partners are not saddled with various fees. Our invoices don't include excessive charges for such copious line items as internal group planning, research, or time sheets that need to be translated from Geekenese to English. Should a project begin to exceed the mutually agreed parameters, such areas will be addressed well before an invoice is issued. No surprises. We will never take our partnership for granted, which means knowing when to accept projects that will get 100% of our focus. At Launch, I am the most demanding client. Our standards to highest performance will never be sacrificed—even if this means having to decline other opportunities.

Dan: Tell me about starting up; are there any particularly interesting stories about the challenges you faced and how you overcame them?

Barry: Well, this is being published, so I’m going to edit myself. Starting up a company has immediately made me the head of finance. It’s now official…I don’t excel at Excel or for that matter, operations…I’ve become best buds with the Microsoft and HP customer service teams. This is in addition to my first love, being the Grand Poohbah of marketing. Let’s just say that I have a new found respect and admiration for the IT department.

Dan: What are your plans for the future?

Barry: To continue to create optimum value for our partners, we will keep the focus—and bolster our knowledge—on the electronics, automotive and plating industries, as this will further strengthen and differentiate Launch as a trusted collaborator, not a supplier. Centric to our craft, we will always keep current and grow our network of veterans so as to always be able to offer “the next best thing,” that would be most relevant and beneficial to our partners, while further strengthening our robust portfolio of marketing and communications services.

Dan: So what do you consider good service? To me it is the single most important factor in determining if a company will succeed or not.

Barry: Good service is often recognized by not being recognized. Exceptional—not good—service is demonstrated by actions that are perceived as the norm. No chest beating. This means continually offering “extra toppings” instead of the “order in, order out” status quo mentality that is sometimes undertaken by various firms, should it be marketing communications or the guy that delivers your pizza and forgets to use the insulated sack on his 30-minute “guaranteed delivery.” The pizza is on time, but tastes like…you get the idea. Great service is providing the extraordinary, thoughtful and value-added without being asked.

Dan: What do you think your customers are looking for when it comes to your service? Why are you outstanding when it comes to service?

Barry: They never have to look for service, nor will they ever need to ask. We constantly provide the extra toppings. I have always preached that the brand is the realization of a promise that is made by a company to their customers, the community, and marketplace. From the first handshake or email, to a brochure, news release, trade show booth, or website, every organization wishes to ensure that their marketing and communications differentiate the image and “the promise” they make to maintain and strengthen customer relationships while increasing profitability for both. Exceptional service without sacrificing performance is inherent in my brand promise.

Dan: Very good, I like that. So are you getting the word out? How are you promoting your services?

Barry:  Being a brand spanking new company, digital has played an essential role as it often provides immediate and measureable results. Specifically, the new website, E-blasts that are worthy of a partner’s attention, and social media have been critical to promoting and most importantly, differentiating the unique value Launch offers. We’ll continue to use a mix of both digital and traditional communications that also include blogs, video, trade shows, news releases, editorial—pretty much most of the areas outlined during this interview.

At the end of the day, I’m a people person. I like to pick up the phone, Skype, FaceTime, grab a cup of Joe and meet, whenever feasible. One-on-one is always preferable to establish and maintain trusted partnerships.

Dan: Barry, where do you want to be in five years?

Barry: Regarding my professional aspirations, I plan to thoughtfully grow my biz and my mind by partnering with folks whom I respect and admire. Bottom line: I want to be “that guy” with the results-driven company that the industry trusts and prefers to engage.

 My “new wonderful,” will have transitioned to “living the dream.” The joy that I am now experiencing will hopefully continue and thrive.

Personally, I’d like to be on a beach. Preferably with a Corona in one hand, while walking my rescue, Roxie O’Donnell. Like I noted earlier, “You make plans and God laughs.”

Dan: Very good, Barry. I wish you the best of everything in your new venture.

For more information on Launch Communications, click here or drop BLC an email.

• < Previous Page