Boost Your Product Launch With Influence Marketing {eBook}

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Transcript of Boost Your Product Launch With Influence Marketing {eBook}

  1. 1. Boost Your Product LaunchWith Inuence MarketingCopyright 2013 Appinions. All rights reserved. 1
  2. 2. The problem with product launches is =Merely 2 out of 10 productslaunched in the U.S. succeed. Douglas Van Praet, Fast CompanyCopyright 2013 Appinions. All rights reserved. 2
  3. 3. The typical solution to product launchesis Mass AdvertisingHowever, only 18% of consumers believe ads -ads are better for awareness than credibilityCopyright 2013 Appinions. All rights reserved.3
  4. 4. Typical product launch marketing processPre-launch Launch Post-launch Traditional media plan Traditional media Measure impact Social media plan Social media Sustain buzz and Outreach plan for PR and blogger conversation press/bloggers outreach Testimonials & reviews Advance outreach Launch event Case studies or Create brand assets In-store displayssuccess stories for launch (video, images, written content) Sales/partner trainingCopyright 2013 Appinions. All rights reserved.4
  5. 5. Product launches the old way arent working The consumer marketplace is extremely Purchase Decision crowded and noisy Sources Consumers repeatedly buy the same 12 10.4 items, and getting a foothold for a 10 new item can be difcult 8 Up from Consumers rely on new media for new 5.3 sources product information far more than they6 5.3 in 2010 do on traditional media, which brands 4 have less control over Consumers need a greater number 2 of purchase decision sources now 0 than ever before2010 2011Source: http://www.zeromomentoftruth.com/Copyright 2013 Appinions. All rights reserved.5
  6. 6. Inuencers play a critical role in developing trustin a brandwhich can impact product launches 78% of people trust other people -An even higher percentage trust credible inuencers Our Trust eBook goes into great detail on how to capture consumer trust via inuencer marketing check it out!Copyright 2013 Appinions. All rights reserved. 6
  7. 7. Inuence marketing leverages relationshipsto reach your target audience Traditional Marketing Inuence Marketing One-to-Many Marketing vs. 3 rd Party EndorsementProduct Inuencers CustomersCopyright 2013 Appinions. All rights reserved.7
  8. 8. INFLUENCE MARKETINGPROCESS FOR PRODUCTLAUNCHCopyright 2013 Appinions. All rights reserved. 8
  9. 9. Inuence marketing is a new way tolaunch productsFocusExclusivegroups previews Pre-LaunchR&DBuild pre- input/buzz withtestinginuencerdrip ContinualExclusive inuencer Expandinuencer Evaluatereviews process ofannounce-circlesmentsidentifying and Inuencers engaging with Inuencer-onlytell Post-inuencers promotions product/R&D storyLaunch LaunchMeasure inuencer Solicit caseExecutive& overall Launchinuencers studieseventsreach/buzzin pressCopyright 2013 Appinions. All rights reserved.9
  10. 10. Use these tips to develop effective inuencer-driven launch programs1 Start earlyBrand opinion forms equity. Reach out to inuencers before theiropinions harden.2 New products are inuencer candyFeed them a lot of information. Use them as a research tool ifpossible to shape your marketing.3 Surround the targetWith inuencers from multiple topics. An electric car would haveinuencers on the electric car topic, but also sustainability,technology, global warming, Prius and other competitors, possiblyLexus and others. Dont be one-dimensional.Copyright 2013 Appinions. All rights reserved.10
  11. 11. There are a number of different types ofinuencers you can engage with for yourproduct launch Traditional & digital media Consumer inuencers & tastemakers(journalists, bloggers)(bloggers, top customers)Employees & executives Analysts & academics Politicians & governmentagency personnel You may need to engage with only some, or all, inuencer types for your product launch, depending on the product type and launch phaseCopyright 2013 Appinions. All rights reserved. 11
  12. 12. Every product launch is different You must match product type and launch phase to inuencer type Following is a non-exhaustive selection of potential launch types, with sample inuencer types and desired outcomes for each launch phaseCopyright 2013 Appinions. All rights reserved. 12
  13. 13. Launch Example: Tablet Launch Type: Launching a new product for a brand (in same industry sector) Product Examples: Tablet (for computer manufacturer) Launch Phase Inuencer Type(s)Desired Outcomes Pre-launch Consumer inuencers Provide endorsement which lessens risk to other & tastemakersconsumers Launch Traditional & digital media Spread launch information rapidly Post-launch Consumer inuencers Product feedback to inform customer service, support, & tastemakersongoing marketing, and future versions of the product Potential inuencer activations: Build dream focus group composed of inuential ampliers to test product proposition and early designs Solicit pre-launch press coverage from the most inuential sources Optimize traditional media plan with focus on most inuential outlets Activate inuencers in primary launch markets to support local events Solicit product reviews on most inuential review sites from inuence clusters Engage digital inuencers to create lifestyle content around the product and brand (blogs, video, images)Copyright 2013 Appinions. All rights reserved.13
  14. 14. Launch Example: Movie Sequel Launch Type: Launching a line extension, or second generation of a product Product Examples: Movie sequel Launch Phase Inuencer Type(s)Desired Outcomes Pre-launch Key consumer inuencers Key consumer inuencers from initial launch from initial launch Buzz building amongst target audience Launch Traditional & digital media Validation of the extension or new version Consumer inuencers & Value/use cases for extension or new version tastemakers Potential inuencer activations: Screen rough cut with focus group of inuencers for expert feedback to inform marketing efforts Determine online media spend reecting inuential online outlets in topic areas Invite inuencers to local screenings for amplication of launch weekend Provide social engagement opportunities, including hashtag and sharable contentCopyright 2013 Appinions. All rights reserved. 14
  15. 15. Launch Example: Social Network Launch Type: Launching into a new marketplace NEW Product Examples: New social network APP Launch Phase Inuencer Type(s) Desired Outcomes Pre-launch Consumer inuencers & tastemakers Viral pass-along amongst desired target market Employees & executives Validate rationale for market entry and provide differentiation points to consumers and media Traditional & digital media Validate product with trusted authority story(ies) Launch Consumer inuencers & tastemakers Amplify launch amongst desired target market Traditional & digital media Spread news of launch as broadly as possible Post-launch Employees & executives Validate launch with growth and engagement information Traditional & digital media Continue news of product momentum Potential inuencer activations: Exclusive story to traditional or digital media inuencer Pre-launch benets for inuencers: invitations, early access, launch events Provide social engagement and viral pass-along opportunitiesCopyright 2013 Appinions. All rights reserved.15
  16. 16. Launch Example: Consumer Pharmaceuticals Launch Type: Launching within a government-regulated product category Product Examples: New drug Launch Phase Inuencer Type(s) Desired Outcomes Pre-launch Analysts & academics Statements on product validity or effectiveness Government agency personnel Launch Employees & executives Statements for media Traditional & digital media Coverage of product launch Potential inuencer activations: Engage academics or industry analysts as spokespeople Provide executives for media coverageCopyright 2013 Appinions. All rights reserved. 16
  17. 17. Other types of product launches Launch Type: Launching highly complex products for general consumers Launch Phase Inuencer Type(s)Desired Outcomes Launch Traditional & digital media Provide tutorials or ease-of-use statements Consumer inuencers & tastemakers Launch Type: Highly competitive, closely-watched product categories (electronics, digital products, entertainment)Launch PhaseInuencer Type(s)Desired OutcomesPre-launch Employees/executives Provide guidance on product strategy, rollout plans;validating new marketplaceLaunch Traditional & digital media Validate product features & functionality and lessen risk to Consumer inuencers &consumers tastemakersPost-launch Employees/executives Provide product launch results and future plansCopyright 2013 Appinions. All rights reserved. 17
  18. 18. Enjoyed this eBook? Spread the word! Share this ebookCopyright 2013 Appinions. All rights reserved.18