Session 2: The Lifecycle of a Product/ Campaign Launch
Session 2:The Lifecycle of a Product/ Campaign Launch
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Presenter
INSIGHTS DIRECTOR, INTELLIGENCE
CARA BUSCAGLIA
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This session will cover…
Defining the Project Goals1
Pre-launch: Communications Insight2
Post-launch: Evaluating & Optimizing 3
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Defining Project Goals
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50% of product launches fail.
Studies show that nearly
Source: McKinsey study, R. G. Cooper
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Example 1Fixing a non-existent problem.
Why Launches Fail
The problem:The product required the consumer to remove it from the packaging and into a mug before putting it in the microwave… which proved no different than pouring a cup of fresh coffee from the coffeemaker.
In 1990 Maxwell House launched Ready to Drink Coffee which was marketed as a new, convenient way to enjoy coffee instantly, without having to make a pot of coffee at home.
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Example 2Poor execution.
Why Launches Fail
The problem:Windows Vista encountered backlash when it came out on the market due to the power it required to run the system, causing crashes, as well as internet connectivity problems. Microsoft tried to prove itself but ultimately, had to move up the release of its replacement, Windows 7.
Bad design, poor user experience, sloppy implementation, and lack of quality control all contribute to product failure.
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Defining the Project Goals
Key KPIs to Measure
Sales/Revenue
Performance Metrics
Brand Awareness
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Governance
Assembling a cross-functional team across marketing, operations, product development, leadership, etc. is imperative to a successful product launch.
Marketing – strategize and execute marketing plan
Operations – develop & manage operational processes
Leadership – define KPIs, ensure stakeholder supportProduct development – identify possible weaknesses/ threats, act on product feedback
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Pre-launch: Communications Insight
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Pre-launch: Communications Insight
Understanding the Market
Competitive Analysis – Measuring Paid, Earned, and Owned Media
Consumer Feedback & Testing
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Understanding the MarketIt is important to understand the market and all of the intricacies involved in a product launch.
Where are similar products communicating – what are they saying and what effect is this having on consumer conversation?
How is my brand positioned in the marketplace vs. its rivals? How has this changed over time and geographically?
Who is really standing out in my sector, or beyond, and what can I learn from them?
What cultural norms, events, preferences, etc. should we know about?
What advertising channels are available in the market?
Is there a movement or other societal issue affecting the market right now?
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Example: Fight on Food AdditivesSocietal pressure forces major brands to listen as consumers demand products meet the needs of the market.
Del Monte removes GMOs and non-BPA free
packagingSubway removes
chemical from bread.Kelloggs agrees to
properly label engineered ingredients
Kraft removes carcinogenic additive from Mac & Cheese
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Real Results from Public Sentiment
Influencers, such as blogger Food Babe, can cause major public backlash that forces companies to respond.
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Competitive Analysis: PaidStaying on top of your competitors’ paid activity across markets is important as you look to launch into new markets or optimize in current ones.
Uber Expedia Dial 7 Car & Limousine Service Inc
Lyft Inc Curbside Inc Gett0
200400600800
1000120014001600
TOTAL DOLS (000)
New York LA Chicago Baltimore Austin Boston Detroit San Francisco
Example: UBERNew York leads local advertising spent across competitors on traditional media channels (TV, Magazines, Newspapers, Radio)
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Competitive Analysis: Paid
As the client prepared to launch a new credit card, they sought to understand competitive advertising as they refined their creative strategy.
O% Inter
est /
instal
lmen
ts No F
ees
/ No A
nnua
l Fees
/
Selec
tive F
ees
Promoti
ons /
Reward
s / Be
nefits
Cash
back*
Included in comms
Partially addressed in comms
Missing in comms
Colombia
Argentina
India
Indonesia
Malaysia
Philippines
Taiwan
Thailand
*Time sensitive offers were included
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Competitive Analysis: EarnedBrands should seek to better understand their social audiences, the competitor marketplace, and target influencers to develop key messages that resonate and establish a robust communications plan.
25%
25%13%
7%
13%
8%
7% 2%
Uber AustinNew YorkSan FranciscoBaltimoreLAChicagoBostonDetroit
33%
13%12%
16%
11%
13%
2% 1%
Lyft
Uber Lyft
0%10%20%30%40%50%60%70%80%90%
100%
15%
39%
46%
Positive Negative Neutral
0%10%20%30%40%50%60%70%80%90%
100%
16%
38%
46%
LYFT SENTIMENT LYFTSHARE OF
VOICEUBER
SENTIMENT UBER
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Competitive Analysis: OwnedUnderstanding competitors’ owned campaign activity on channels can help direct and influence your own campaign strategy.
April Engagement
Total Site Visits 49.90 M
Time on Site 00:03:26
Page Views 3.35
Direct Referals Search Social Mail Display
38.73%
15.98%
30.20%
5.55%9.25%
0.03%
Site Traffic
Facebook Activity
Owner Activit
yAudience Activity
Daily Engageme
ntCompetitor 1 372 1042 .04%
Competitor 2 56 442 .021%
Competitor 3 7 302 .03%
Competitor 4 22 76 .007%
Competitor 5 26 37 .007%Campaign activity that is owned by the brand, on channels operated by the brand e.g.
brands’ own campaigns on their website or Facebook / YouTube / Twitter / Instagram pages.
Traffic Sources Competitor Activity
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Consumer Feedback & Testing
Connect with local consumers or your loyal customers that have already engaged with your brand for product innovation or even what is driving them to purchase similar products.
Focus groups
Concept testing
Online Surveys
Social media listening
Social Media channel persona assessment
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Consumer Feedback & Testing: Adapting your ProductThe information isn’t enough, once you have credible feedback, you need to take action on implementing changes to fit the market audience.
Colgate takes local market tastes into account and does an excellent job of adapting flavors into their toothpaste brand to help drive sales.
For example, in Asia – Colgate offers a toothpaste with ginseng, a popular local ingredient.
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Problem
• The USPS Office of Inspector General (USPS OIG) wanted to better understand its customers’ pain points, preferences, and identify any challenges using the USPS services.
Solution
• A social media channel assessment was conducted to provide insight into how USPS might be able to augment its product offering and enhance its customer interaction.
Outcome
• The research & recommendations provided helped develop a strategy for a mobile application to make customer experience more convenient, allowing them to better track shipments & provide a new communications channel.
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Post-launch: Evaluating & Optimizing
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Full Campaign AnalysisAt minimum, 2-4 weeks after the campaign launch, start the analysis by examining communication activity across all channels (paid, earned, and owned) to prove a 360 degree view of brand communications. Observing the following:
Messages
Awareness generated
Consumer response
Reputational impact
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Goal Completion Review
Did you achieve your goals that you set at the beginning of the project?
Has there been a lift in: Sales/revenue
Website traffic
Customer engagement
Brand reputation