Weitere ähnliche Inhalte Mehr von AIPMM Administration (20) Kürzlich hochgeladen (20) How to Run a High-Impact Product Launch1. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
How To Run A High-Impact
Product Launch
Brian Lawley
CEO & Founder, 280 Group LLC ™
Author, Expert Product Management
Author, The Phenomenal Product Manager
Slides available at www.280group.com/launch.pdf
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
2. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
About This Presentation
• Teaches best practices for Product Launches
• Part of the 280 Group Product Launch Toolkit™
Other files in the Product Launch Toolkit:
Templates Guidelines
Samples
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
3. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Agenda
• Background
• The Value of a Well-Executed Launch
• Types of Launches
• Setting Goals
• Critical Elements of a Successful Launch
• Best Practices
• Giveaway!
• All examples in presentation are fabricated
• Templates are available in 280 Group Product Launch Toolkit at www.280group.com
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
4. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
About the 280 Group…
The Product Marketing & Product Management Experts ™
Consulting ● Contractors ● Training ● Certification● Books ● Templates
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
5. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Value of a Well-Executed Launch
• Provide initial momentum to ramp sales
• Give you a competitive edge
• Provide early information about necessary
course corrections
• Helps your company reach it’s goals while
providing a good ROI
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
6. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Launch Goals
• Generate leads
– How many and by when?
• Drive revenue
– How much and by when?
• Set the competitive argument
– Against who and on what scale?
• Create initial awareness and buzz
– With whom and how much?
– What vehicles (press coverage, marketing, ads, etc.)
• Get the product into customer’s & partners hands
– How many?
– Why?
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
7. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Product Release Cycles
Release 1
Long Release Cycles
(Major New Product)
Release 1 Release 2 Release 3 Release 4 Release 5 Release 6
Short Release Cycles
(Minor Product)*
1 month N Years
* Common with SaaS and/or Agile development
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
8. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Types of Launches
• Long release cycles: Major new product
– “Soft” launch
– Minimal launch
– Full-Scale launch
• Short release cycles: Minor product*
– “Soft”
– Minimal
Which type you choose depends on your goals, budget,
resources and amount of time until the launch
* must be combined with ongoing marketing
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
9. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Soft Launch
• Product not fully ready
• Deploy to limited set of customers
• May not have funds or resources
• Ship date & product uncertainty: minimize risk
• Get the product out and get quick feedback
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
10. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Soft Launch Downsides
• Little or no revenue
• No press coverage or market awareness
• Inability to recover
• Spend much more on marketing later
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
11. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Minimal Launch
• Unimportant product or minor revision
• Funding and resources limited
• Not enough time to plan & execute
• May accidentally have a minimal launch
– Don’t know how to plan and execute a full-scale launch
– Unrealistic assumptions about viral and/or word of mouth
• May want to target one market segment: use $$$
effectively
• May want to use influencers or evangelists to get
your message out vs. direct $$
• Many of the same downside as a soft launch
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
12. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Full-Scale Launch
• Maximizes awareness
• Generates many leads/sales
• Puts the product/company on the map
• Uses marketing $$$ more effectively: Synergy
• Can go horizontal or multiple verticals
• Gives product best chance of success
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
13. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Choosing The Type of Launch
Soft Minimal Full-Scale
Launch Launch Launch
Short Release Cycle
√ √
Long Release Cycle
√ √
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
14. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Elements of a Successful Launch
• Clear Goals
• Planning
• Communication
• Timing
• Effective marketing mix
• Compelling messaging
• Budget to achieve goals
• Message reaches target customers
• Product readiness
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
15. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Launch Plan Components
• Summary • Features & Benefits
• Purpose of this plan • Price
• Market Overview • Place & Channel
• Key Market Trends • Marketing Strategy
• Launch Goals/Objectives • Marketing Tactics/Promotion
• Target customers & needs • Launch Budget
• Market segmentation • Marketing mix & metrics
• Product • Expected ROI
• Ship date/Window of Opportunity • Action plan/deliverable ownership
• Positioning • Rough Timeline/Schedule
• Tag line • Key decisions remaining
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
16. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Market Segmentation
• Markets can be segmented differently
• Consumers –
– Demographic (age, sex, income, etc.)
– Psychographic (lifestyle or mindset)
– Vertical (e.g. interest, expertise, etc.)
• Businesses –
– Firmagraphic
– Vertical
• Overall –
– Needs, characteristics, behavior
Which segments you choose will determine what marketing
programs, messages and activities you use to reach the target.
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
17. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Marketing to All Parties
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
18. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Communication
• Internal
– Launch Plan presentation
– Weekly launch team meeting
• Track deliverables
• Clarify blocking issues
• Assign action items
– Bi-weekly email to executives
• External (at appropriate time)
– Channels
– Key Customers & Influencers
– Press Analysts
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
19. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
One Page Product Overview
• All critical details “at
a glance”
• Eliminates having to
repeat information
• Keeps team on the
same page
• CYA with Executives
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
20. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Ideal Launch Timing
• Marketing/PR hit the day the product is available
• Sometimes announce before availability
• Continued programs/reviews to keep momentum (3-6 months)
• Set a goal and work backwards
– Ideal: start planning and work 6 months prior to ship date
• Worst case: announce too early
– Customer attempts to purchase but isn’t able to
– May purchase competitive product
– Unable to get coverage when becomes available
– Lose mindshare with press & customers
– Take pre-orders but can’t fulfill
– Strong embargo w/ press & employees
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
21. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Press & Analysts Launch Timeline
Analyst & Press Program
Page 1 of 1
Apr May Jun Jul Aug Sep Oct
TASK 2 9 162330 7 142128 4 111825 2 9 162330 6 132027 3 101724 1 8 1522
Analyst Activities
Kickoff/bi-weekly meetings
Set up analyst meetings
Finalize analyst list (1 friendly, 4 add'l)
Calls to analysts to set up mtgs
Prepare briefing & review materials
Presentation
First draft
Internal Review
Final version
Final modifications to rev guide
Press kits
Set up test/review accounts
First meeting with "Friendly" Analyst
Modifications to materials/messages (if necessary)
Meeting w/add'l 4 analysts
Check in on analysts/relationship building
Press activities
Prepare press briefing materials
Long Lead Press Briefings
Short lead time briefings
Product ships
Review activities
First 3 Friendly Reviewers
Second phase of reviewers (8-12 total)
Third Phase of Reviewers (8-12 add'l)
Final Phase of Reviewers/Stragglers
Weekly "Friendly" Check-in calls
Press Coverage
Dailies
Weeklies
Monthlies
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
22. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Marketing Mix Components
• PR activities • Channel programs
– Press tour – Spiffs
– Review program – Retail presence
– Analyst coverage – Reseller purchase program
– Digital pressroom – Collateral
• Advertising • Promotions
– Print/Radio/TB – Rebates
– On-line Banners – Introductory prices
• Direct mail – Comarketing
– Customer list • Collateral
– Purchased lists – Brochures
• Email campaigns – White papers
– Customer list – Success Stories
– Purchased lists – Sales Tools
• Website – Demos
– Search Engine Optimization – Video testimonials
– AdWords/Yahoo/MSN • Trade Shows
– Blogging • Launch Event
• Viral & Guerrilla Marketing • Webinars/Seminars
– Blogs/bloggers • Social Media programs
– Online forums
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
23. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Social Media
• Appropriate for certain launches
• Target audience are social media consumers
• Product is viral, and requires little explanation
• Social media is a natural extension of the way the
company would communicate
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
24. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Social Media Caveats
• Not a magic bullet
• Requires well-thought-out strategy
• Consistent effort – takes a LONG time
• Choose carefully
– Blogging
– Twitter
– Facebook
– LinkedIn
– MySpace, Friendster, country-specific
– Youtube
– Podcasting
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
25. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Social Media Synergy & Leverage
• All efforts combine to make a greater whole
• Coordinated effort within company
• Example
– Blog post
– On Facebook fan page
– Tweeted out
– Status update on LinkedIn
– Content used email newsletter
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
26. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Effective Marketing Mix
• Consistent with target customer’s buying behavior
• Synergistic
• Above the “Bar” to meet goals
• Provides effective ROI
• Combination of:
– Awareness creation
– Demand generation
– Conversion of leads
• Establish meaningful metrics by marketing category
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
27. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Compelling Messaging
• Positioning
• Long/short/1-sentence Elevator Pitch
• Features & Benefits
• Unique Selling Proposition
If possible test your messages before launching
your campaign to make sure they hit the mark!
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
28. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Positioning Process
• Develop product positioning based on key
differentiators
• Validate with customers and channel
• Refine positioning based on research results
– Hone positioning statement
– Develop matrices
– Develop product tagline
– Write top features & benefits
– Develop messaging and 25, 50, 100 word product descriptions
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
29. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
XY Axis Positioning Chart
Competitor
1 Product
Main Advantage 2
Name
Competitor
2
Competitor 3
Main Advantage 1
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
30. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Matrix Positioning Chart
Affordable
Competitor
1 Product
Name
Competitor
2
Months to deploy Days to deploy
Competitor 3
Expensive
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
31. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Positioning Statement
For [target customer] who need to [primary
need], [product name] is a [product category]
that provides [feature 1], [feature 2] and
[feature 3].
Unlike [main competitor], [product name]
delivers [main advantage 1] and [main
advantage 2].
Example: Apple TrueType
“For all Macintosh users who need to always have crisp and clear fonts, TrueType is a font rendering technology that
provides smooth fonts, great printouts and built-in operating system support.”
The tag line for TrueType was: “Great Type, Anywhere, With Ease”
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
32. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Messages, Features & Benefits
• Messages: 25, 50 100, 250 word descriptions
• Features & Benefits
– Talk to your customers about benefits, not
features.
– Try to keep it to five
– Use the “…,which means that you can…”
technique (see features & benefits article)
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
33. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
USP: Unique Selling Proposition
• One short hard-hitting sentence
• Conveys the essence WHY choose your
product
• Memorable & repeatable
• Supports positioning & tag line
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
34. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Budget
• Depends on type of launch
• Possible ranges
– Soft: $10k
– Minimal: $50k
– Full Scale: $500k and up
• Key: Overall mix funded to meet goals
• Rule of thumb:
– 5%-20% of expected revenue
– > industry average for annual marketing of similar
products
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
35. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Soft Launch Sample Budget
• Collateral: $5k
• Adwords Campaign: $4k
• Press release via PR Newswire: $1k
• Guerrilla activities via in-house staff
• Total: $10k
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
36. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Minimal Launch Sample Budget
• Collateral & Demo: $10k
• Adwords Campaign: $4k
• Press release via PR Newswire: $1k
• Email Blast via purchased list: $10k
• Channel marketing program: $25k
• Guerrilla activities via in-house staff
• Total: $50k
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
37. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Full-Scale Launch Sample Budget
(Pre-launch + Three Months Afterward)
• PR Firm for 6 months: $120k
• Adwords Campaign: $5k
• Print Advertising: $250k
• Collateral & Demo: $25k
• Trade Show/Launch Event: $30k
• Email blasts to purchased lists: $20k
• Channel marketing program: $50k
• Total Cost: $500k+
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
38. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Marketing Mix
PR
10%
4% 24% Adwords
6%
Print Advertising
5%
1% Collateral & Demo
Trade Show/Launch Event
Email Blasts
50% Channel Mktg Program
Will this effectively reach your target audience with enough
exposure to generate leads and meet your revenue goals?
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
39. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
ROI Calculation
Enter Assumptions
• Profit per sale
• For each program:
– # Exposures
– % that become leads
– % that close
• Use as basis for
calculating ROI
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
40. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
ROI Results
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
41. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Product Readiness
• Sales
• Manufacturing
• Operations
• Channel
• Support
• Product
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
42. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
280 Group
Resources
• Free templates and white papers
– 8 white papers
– 12 templates
• PM Job listing sites
• 280 Group Product Management 2.0 Newsletter
• 280 LinkedIn Group
• Product Management 2.0 Blog
• Books
• PMA listings
Go to www.280group.com in the “Resources” section.
42
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
43. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
The 1-Day Launch Plan Intensive
• 1 day session with key stakeholders
• Designed to optimize your launch, prioritize spending,
provide structure and direction to ensure business
goals are met
• Deliverables:
– Launch plan presentation, including
• Gap analysis, recommended marketing mix, recommended
launch metrics, proposed timeline and budget, and more
• Cost: $5,000
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
44. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Giveaway!!!
44
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
45. ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission
Q&A
contact@280group.com
www.280group.com
(408) 834-7518
Slides available at www.280group.com/launch.pdf
45
Slides available at www.280group.com/launch.pdf ©2007 to 2010 280 Group LLC. All rights reserved. May not be distributed without prior written permission