Clearing the marketing fog on product launches
24 July 2013
www.billycina.com
Product launches, Some numbers
Forbes*250,000 product launches annually
66% fail within 2 years
96% fail to make ROI
*Source: http://www.fastcompany.com/1829483/8-ways-ensure-your-new-product-launch-succeeds
This means,(If) 1% relevant 2500 = product launches
66% = 1650 fail
96% = 2400 fail to make ROI
~100 succeed
Why*
1. Company readiness for growth
2. Product falling short on expectations
3. Too niche
4. Consumer education required
5. No market for revolutionary productSource: http://hbr.org/2011/04/why-most-product-launches-fail/ar/3
For start-ups this also means
Marketing, Some ground rules
Provide a cure for a real pain point1Agree on concise and realistic objectives2Prepare for a marathon3
Do yourself a favour and
Forget about
Do yourself another favour and
Accept
Price tag: How much will I pay
Successful launch
Process: How do I get it
Backing: Who am I buying from
Attention: Where did I see that; great offer?
Reassurance: Who else is using it & what for
Answer,Target audience questions
Purchase: Where can I get it
Value: What is it & why do I need it
SaaS
Product &MarketingTogether forever
Case Study
October 2012New product launch
Cloudyn’s first ‘real’ campaign
Mission
Pain-point: Waste / over-spending1Objectives: Launch new tool, reach 100+ registrations2Marathon: 3 month staged campaign3
How
Focus on one tool only1Registrations are the goal2Targeted campaign, modest budget3
Target audience
Extensive work on messaging, definition and creative for:The Reserved Instance Calculator
Target audienceAWS customersAnnual spend >$50,000North AmericaIT Managers, CTOs
Website takeover
Online adverts
~30 x PR briefings, 10+ Infographics4 Industry events
2nd stage
What else….
3 x Webinars1 x Prompted online assistantSocial media – weekly blogs, Twitter, Linked-in2nd phase, partner release
Product &Marketing
Together forever
Results
175 new registrations
+60% visitors+92% unique
15 articles………….Next phase underway………
Budget
$20,000
60%:40% advertising : creative
To conclude
Time, resources, planning, largest investment
Soft launch first, always recommended
Know your industry and leverage off events
Good marketing always requires a cocktail
Go small and focus, regional and/or vertical
Thank youwww.billycina.com054-6515565 |[email protected]
