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 |billy@billycina.com