New product launch on a shoestring3
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New product launch on a shoestring3 New product launch on a shoestring3 Presentation Transcript

  • New Product Launch on a Shoestring Barry Doctor, Product Marketing Manager [email_address] Twitter @bdoctor #pcampchi Blog: http://outsideinview.com/
  • Introduction Twitter @bdoctor #pcampchi outsideinview.com
  • Why is your budget limited?
    • Times change
      • Are revenues lower?
      • Harder to reach people?
    • Budgets drive change
      • Did you spend the budget last year?
    • Technology drives change
      • Is technology cheaper?
    Twitter @bdoctor #pcampchi outsideinview.com
  • If I can show you.. Twitter @bdoctor #pcampchi outsideinview.com
  • The Good “Old” Days…
    • Do you remember…
    • We had big budgets
    • Goal was to make a splash
    Twitter @bdoctor #pcampchi outsideinview.com
  • The “Old” Days…
    • Lavish launch events
    • Anything creative to get the word out
    Twitter @bdoctor #pcampchi outsideinview.com
  • The “Old” Days…
    • Those days are gone
    • So, why has it changed?
    Twitter @bdoctor #pcampchi outsideinview.com
  • How it has changed…
    • Printed literature
    • Printed launch pkgs
    • Mailed packages
    • Big launch parties
    • PR campaigns
    • Launch @ trade event
    • Sales kick off
    • Sales trip junkets
    Twitter @bdoctor #pcampchi outsideinview.com
  • How it has changed…
    • Post .PDFs
    • HTML emails
    • Sales prints own
    • Bakery treats in office
    • Announce via email
    • E-learning
    • Sales wins “Points”
    • Social media
    Twitter @bdoctor #pcampchi outsideinview.com
  • How it has changed…
    • Trinkets @ trade shows
    • FAX blasts
    • Media/Analyst day for private briefings
    • New product, new
    • t-shirt
    • Free product samples
    • Customer sat surveys
    Twitter @bdoctor #pcampchi outsideinview.com
  • How it has changed…
    • Chance to win for filling out web survey
    • 15 minute web based call
    • Able to buy logo wear from Cafepress
    • Samples are sold
    • Web surveys/coupons
    • Web-based monitoring
    • Social media campaigns
    Twitter @bdoctor #pcampchi outsideinview.com
  • So what do I do now? Twitter @bdoctor #pcampchi outsideinview.com
  • Back to basics
    • Who is your customer persona?
    Twitter @bdoctor #pcampchi outsideinview.com
  • Back to basics
    • What is your clear, concise marketing message?
    Twitter @bdoctor #pcampchi outsideinview.com
  • Back to basics
    • Select your marketing mix based on budget, message and persona
    Twitter @bdoctor #pcampchi outsideinview.com
  • Back to basics
    • It can’t be about not marketing, it must be about using the small budget efficiently and effectively
    Twitter @bdoctor #pcampchi outsideinview.com
  • Food for Thought
    • Do you know who your persona is?
    • Do you know what your clear, concise marketing message is?
    • In selecting your marketing mix, what works for you – old-school or new tech?
    • Does one work better to get the word out?
    • How do these advances in technology impact sales?
    • Do you measure success?
    • What actually does work to improve sales?
    Twitter @bdoctor #pcampchi outsideinview.com
  • New Product Launch on a Shoestring will be posted on SlideShare Barry Doctor, Product Marketing Manager [email_address] Twitter @bdoctor Blog: http://outsideinview.com/