Product launch best practice

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Product launch best practice

  1. 1. Launch Best Practise Supporting your Product Launch from Buzz through to Conversion and beyond 1
  2. 2. Launch to Success •  Launches and Promotion •  Build awareness and demand •  Demand to sales •  Optimize strategy for maximum impact •  Loyalty and Retention •  Power of remarketing •  Scale of network •  Up-sell and cross-sell •  Reduce churn Google Confidential and Proprietary 2
  3. 3. Launch is meant to be big Objective Big, broad awareness that drives sales Google Confidential and Proprietary 3
  4. 4. What a typical Launch looks like I n t e r e s t Time Google Confidential and Proprietary 4
  5. 5. iProspect and the RAB estimate that 67% of online searchers are 37% driven to search by an offline channel 30% 20% 39% 40% Source: iProspect, “Offline Channel Influence on Online Search Behavior”. (Q. Within the last six months, which of the following Google Confidential and Proprietary prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.) RAB Word of Mouse Study.
  6. 6. How can a Digital Strategy elongate your product launch? Launch and Fade PR, Launch and Sustain Google Confidential and Proprietary 6
  7. 7. Putting Digital in to your Launch Strategy Phase 1 Phase 2 Phase 3 Build Capture Elongate and Learn Google Confidential and Proprietary
  8. 8. Phase 1: Build and capture awareness by touching as many prospects as possible as quickly as possible, creating buzz and consideration Google Confidential and Proprietary
  9. 9. Be greater with data Google Confidential and Proprietary
  10. 10. Campaign Overview and Goals Campaign Overview: •  Google launches its first ever Super Bowl commercial, “Parisian Love”, during Super Bowl XLIV. •  The TV spot was complemented with a highly targeted and synchronized online and mobile media campaign. Goals: •  Strengthen the brand identity of Google through mass awareness of the Search On campaign. •  Drive online views of Parisian Love Video: Parisian Love Google Confidential and Proprietary * Source: Nielsen
  11. 11. Campaign Strategy: Integrated Multi-Channel Approach •  Identified channels to capture people who were online and on their phones duringthe game and the following day, looking for stats, memorable moments and commercials •  Synchronized ads with airing of TV spot to achieve surprise Google Confidential and Proprietary
  12. 12. Campaign Results: Reach and Online Views 110MM+ Viewers watched the 473MM+ Impressions 44% of views Super Bowl this year, making it the 80,000 Site Placements driven by online highest viewed TV program of all time. within 36 hours following spot ad clicks Total Online Views of Parisian Love by Referral Source Super Bowl Sunday, Feb 7 Monday, Feb 8 Direct Super Bowl Commercial Airs Navigational and Other Sources Online Clicks (Content Network) Online Clicks (Search) Google Confidential and Proprietary * Source: Nielsen 2010; Adwords ICS
  13. 13. Phase 2: Capture the demand and convert in to sales Google Confidential and Proprietary
  14. 14. Google Confidential and Proprietary
  15. 15. Online-to-Store Test: Strategy Demonstrate the effect of search advertising on in-store sales using a robust test vs. control approach Our Focus: measure the in-store sales impact of search advertising Test Regions 1.  Select a representative test group of 94 stores across 5 geographic clusters 2.  Remaining stores serve as a control pool and receive normal levels of spend 3.  Measure the incremental sales lift in test clusters compared to matched set of control stores from control clusters Google Confidential and Proprietary
  16. 16. Result 1: Footfall Impact £53k additional investment drove 27K incremental visitors over the 8 weeks of the test Google Confidential and Proprietary 16 page 16
  17. 17. Result 2: Units Impact 27K additional visitors bought an extra 1200 units *£53k/1200 units = £44/unit Google Confidential and Proprietary 17 page 17
  18. 18. Phase 3: Lower cost per acquisition while elongating and growing sales over long term Google Confidential and Proprietary
  19. 19. Google Confidential and Proprietary
  20. 20. Lower your cost of sales Google Confidential and Proprietary 20
  21. 21. Elongating sales beyond the click GOOGLE CAMPAIGN INSIGHTS •  Measurement beyond clicks and conversions, so you can see the incremental lift in searches and site visits directly attributable to your online display campaign. Online Behavior •  Total (exposed) activity •  Incremental searches •  Incremental traffic •  Brand Uplift Google Confidential and Proprietary 21
  22. 22. Elongating Impact Example: Visits to Advertiser’s Website Total visits from test & control visitors Site visits Online campaign Incremental 2 starts. visitation (i.e., 4 the difference) is due to online campaign tested Offline campaign 1 starts Visits from control group Lift in visits in 3 control group shows lift from offline campaign Time Test and control groups are matched for behaviors. Both groups are exposed to similar noise. Google Confidential and Proprietary 22
  23. 23. What a Digitally Planned Launch could achieve I n t e r e s t Time Google Confidential and Proprietary 23
  24. 24. 2010 has been a Transformative year for launching consumer electronic devises Google Confidential and Proprietary 24
  25. 25. What can you do in 2011 to be heard? Google Confidential and Proprietary 25

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