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 /

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ts No F

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Selec

tive F

ees

Promoti

ons /

Reward

s / Be

nefits

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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.

#EMPOWERBL16USPS OIG: Understanding Consumer Challenges & Preferences to Develop Products

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