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Tino nombro   ambergreen - online product launch
 

Tino nombro ambergreen - online product launch

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    Tino nombro   ambergreen - online product launch Tino nombro ambergreen - online product launch Presentation Transcript

    • Thinking on a different levelWorkshop –Launching your productor service onlineTino NombroCEOAmbergreen InternetMarketing Ltd
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comAbout Me !• Involved in internet businesses since mid 1990s• A founding director of ambergreen in 2001• Ambergreen is a specialist online marketing agency with alot of search experience and a wealth of talent in strategicplanning• Worked with many organisations including:- HSBC, Marksand Spencer Money, pwc, bwin, Thomas Cook, The WhiteCompany, Hotel Chocolat, Carphone Warehouse, TheForeign Office, Information Commissioners Office, HMRC,National Australia Group• Been involved with many product launches from existingcompanies and new start businesses
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.com4/4/2012Session Structure>Cover the basics>Some examples>Look at a formula for online launch>Discussion & Questions>It’s a workshop – so hopefully you can dosome work too !
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comAbout 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 alow acquisition cost and high ROI?> Who has got social media as their main route to 1,000’sof new customers?> Who is planning to conquer the world with viralmarketing techniques?
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comWhat is the difference…… between success and failure ?“It can take a long time to become an overnight success”
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comOnline Success>Brilliant timing (talktalk)>Brilliant product (pokerroom)>A great marketing plan well executed (mytravel)>Already a great offline product/brand (the whitecompany)>Or just lucky!>Luck = preparation + opportunity
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comThe Product Lifecycle“We’ll develop agreat product, getit found throughsearch and socialmedia, then sellthe business andmake millions “
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comMost Common Result“…if just wecould have gotthe investors toback us for 6months more…”
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.com>The Product>The Market>The Competition>The Customer>The Website>SALES – all businesses needs revenueWhy ?
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comInnovation 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 tosupport sales
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comOnline has evolved>Barriers to entry today are far higher than 5years 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 reallywant not a technology that the founder/innovatorreally likes
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comOnline 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
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comNew Ideas v Old Ideas>It can cost a lot of money to educate the market (IF)>Trying to change the tide of consumer behaviouris almost impossible>Few game changing products but often first tomarket is leapfrogged by later competition>China – Learn/Copy/Improve>Try to work in markets that already exist but standout and differentiate (mForm)
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comFocusSo,>We have a great product>It works and is ready for launch>We have a website>Time for a Marketing Plan ?
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comThe 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
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comMarketing 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 …
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comDifferentiate>Find at least one thing that you can bebrilliant at and stick out from yourcompetition>A style/tone of voice in theexecution>A determination to win!
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comMarketing Techniques>Attract / Awareness“2 people saying the same positive thing aboutyour brand is far more powerful that 10 peopleall saying different positive things”• Above the line, display, video, viral, promotions,social, sponsorship, pr
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comMarketing Techniques>Convert / Direct Response• Search• DM• Apps• Mobile• Affiliate• Partner• Promotions
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comMarketing Techniques>Customer Retention• Social• Email• Search• Apps• Promotions
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comManageable Campaigns> By Technique/Offer> By Seasonality> By Customer Type> By Region> By Event> Viral can give good feel good factor, but can be veryhard to create and is usually about awareness ratherthan sales> Online PR is very different from PR online> Constant reliable marketing techniques but use creativityto make you stand out and be different
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comKnow Your Customer> Social media means you need to be there to service yourcustomer online and answer their questions> It also means they will post views and opinions about yourproduct 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
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comAccelerating 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’tstart planning when you have hit the iceberg
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comAnalytics>Set it up correctly>Decide what is meaningful data and what isoverkill>Evaluate as a business not just per technique>Put into context of the market>Create a board report style and get to know theimportant numbers
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comSummary>Keep it simple and do the basics well>Make sure the product works>Know what you are selling and what is in it for thecustomer>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
    • Thinking on a different levelCopyright 2009ambergreen internet marketingwww.ambergreeninternetmarketing.comThank You