Tino nombro ambergreen - online product launch

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Tino nombro ambergreen - online product launch

  1. 1. Workshop –Launching your productor service onlineTino NombroCEOAmbergreen InternetMarketing Ltd Thinking on a different level
  2. 2. About Me ! • Involved in internet businesses since mid 1990s • A founding director of ambergreen in 2001 • Ambergreen is a specialist online marketing agency with a lot of search experience and a wealth of talent in strategic planning • Worked with many organisations including:- HSBC, Marks and Spencer Money, pwc, bwin, Thomas Cook, The White Company, Hotel Chocolat, Carphone Warehouse, The Foreign Office, Information Commissioners Office, HMRC, National Australia Group • Been involved with many product launches from existing companies and new start businesses ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  3. 3. Session Structure >Cover the basics >Some examples >Look at a formula for online launch >Discussion & Questions >It’s a workshop – so hopefully you can do some work too ! ambergreen internet marketing4/4/2012 www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  4. 4. About you? > Anyone just launched a new online product or service? > What type of products? > Is it a new business or existing business? > Raised funding ? Business Plan? > Who is profitable in the first year? > Who is exiting investors by year 3? > Who is using search to get about the competition at a low acquisition cost and high ROI? > Who has got social media as their main route to 1,000’s of new customers? > Who is planning to conquer the world with viral marketing techniques? ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  5. 5. What is the difference… … between success and failure ? “It can take a long time to become an overnight success” ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  6. 6. Online Success >Brilliant timing (talktalk) >Brilliant product (pokerroom) >A great marketing plan well executed (mytravel) >Already a great offline product/brand (the white company) >Or just lucky! >Luck = preparation + opportunity ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  7. 7. The Product Lifecycle “We’ll develop a great product, get it found through search and social media, then sell the business and make millions “ ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  8. 8. Most Common Result “…if just we could have got the investors to back us for 6 months more …” ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  9. 9. Why ? >The Product >The Market >The Competition >The Customer >The Website >SALES – all businesses needs revenue ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  10. 10. Innovation v Sales > When the product works and you are ready to launch > Move all your effort into sales and market traction > Forget version 1.1, 1.2, 2.0, 2.1, 3.0 ….. > The window for grabbing market share always changes > After launch everybody in the organisation needs to support sales ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  11. 11. Online has evolved > Barriers to entry today are far higher than 5 years or ten years ago • No longer an untapped channel • No longer massive audience growth rates • No longer few competition • Less obvious gaps to be filled • No simple or inexpensive marketing channels > Focus on a product that your target market really want not a technology that the founder/innovator really likes ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  12. 12. Online is just the channel > You are not selling online > You are selling to your customer > Make it easy for them to buy from you • Mobile • Telephone • Social Media • App > Build relationships ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  13. 13. New Ideas v Old Ideas > It can cost a lot of money to educate the market (IF) > Trying to change the tide of consumer behaviour is almost impossible > Few game changing products but often first to market is leapfrogged by later competition > China – Learn/Copy/Improve > Try to work in markets that already exist but stand out and differentiate (mForm) ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  14. 14. Focus So, >We have a great product >It works and is ready for launch >We have a website >Time for a Marketing Plan ? ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  15. 15. The Plan (the most important bit) > Do your homework & research > Realistic expectation and objectives > Understand the customer (target) > Highlight your USP well > Use different techniques to : - • Attract Customers • Convert Customers • Retain Customers > Know the numbers (cpa, roi, margin, cpc, …) > Use a KPI > Benchmark and measure > Be ready to change the plan ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  16. 16. Marketing for online business > 15 years ago Offline (www.), pr, & Viral > 10 years ago Search, email, affiliate, display > 5 years ago Search, sponsorship, online pr > 2 years ago Search, Social, Video, Online pr > Today TV, Press, Search, pr, Online pr, Social, Mobile, Social, Radio, Sponsorship > An Integrated Marketing Plan is needed, but … ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  17. 17. Differentiate >Find at least one thing that you can be brilliant at and stick out from your competition >A style/tone of voice in the execution >A determination to win! ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  18. 18. Marketing Techniques > Attract / Awareness “2 people saying the same positive thing about your brand is far more powerful that 10 people all saying different positive things” • Above the line, display, video, viral, promotions, social, sponsorship, pr ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  19. 19. Marketing Techniques >Convert / Direct Response • Search • DM • Apps • Mobile • Affiliate • Partner • Promotions ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  20. 20. Marketing Techniques >Customer Retention • Social • Email • Search • Apps • Promotions ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  21. 21. Manageable Campaigns > By Technique/Offer > By Seasonality > By Customer Type > By Region > By Event > Viral can give good feel good factor, but can be very hard to create and is usually about awareness rather than sales > Online PR is very different from PR online > Constant reliable marketing techniques but use creativity to make you stand out and be different ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  22. 22. Know Your Customer > Social media means you need to be there to service your customer online and answer their questions > It also means they will post views and opinions about your product and brand > You cannot control them or automate talking to them > People want to read reviews and they need to be authentic > Who are the ambassadors / early adopters (lunatic fringe) > Keep your promises > Poor online reputation can destroy sales ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  23. 23. Accelerating Growth > Behave like the business you are trying to be > Use partners and agencies for their expertise > Try not to go for global domination from day 1 > Set ambitious and challenging targets > Measure progress > Don’t be frightened to change the plan, but don’t start planning when you have hit the iceberg ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  24. 24. Analytics > Set it up correctly > Decide what is meaningful data and what is overkill > Evaluate as a business not just per technique > Put into context of the market > Create a board report style and get to know the important numbers ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  25. 25. Summary > Keep it simple and do the basics well > Make sure the product works > Know what you are selling and what is in it for the customer > Have a plan for constant growth not just one big hit > Execute in your style and to your strengths > Know your market or use external knowledge > Share, measure and evolve the plan ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009
  26. 26. Thank You ambergreen internet marketing www.ambergreeninternetmarketing.com Thinking on a different levelCopyright 2009

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