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Product Camp 2009 Pres Pca09
 

Product Camp 2009 Pres Pca09

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"Leveraging Current Events for Product Design and Marketing" by Bill Solominsky ...

"Leveraging Current Events for Product Design and Marketing" by Bill Solominsky

Presentation for ProductCamp Austin summer 2009.

Notes to slides can be found at http://www.solominsky.com/productcamp-austin-summer-2009/

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  • Examples include:One-time: Cash for ClunkersWedding Dance – Divorce DanceInaugurationMoon/Mars missionBerlin WallAtkins dietRecurring:Sports events, music festivalsTragic:Natural Disasters
  • make sure your product life cycle is congruent with the expected length of the media coverage of the current eventGovernment or 3rd party approvals could significantly delay product launch
  • No time for traditional market research. Instead, use interviews from news, twitter trending topics, etc. to find the thoughts and feelings of customers.
  • Agile development techniques work well. Quick, open, short development.
  • Aggressive and dynamic. Change price if needed (up or down), and use as many revenue sources as you can. Remember that if you target in general is the United States, and if you have already reached 1,000,000 visitors, there are still over 300,000,000 people that don’t know your product.
  • Media and press have already done your branding campaign for you by making people aware in short term to long term memory.
  • Even if you media is calling you, still "sell" your story to ensure coverage.
  • Many current events cause groups to spring up. Contact these groups from both the top and bottom to get your message viral.
  • Tread cautiously with tragic events, keeping in mind the sensitivity of the victims. Offer your product if it will help. Do not boast about the good that you did.Sustainable business- white label.

Product Camp 2009 Pres Pca09 Product Camp 2009 Pres Pca09 Presentation Transcript

  • Leveraging Current Events for Product Design and Marketing
    Bill Solominsky
  • Contact and Background
    Twitter - @solominsky
    Hashtag - #pca09lce
    Electrical and Computer Engineering – CMU
    MBA - UT
  • Definition and Examples
    “contemporary happenings of significance, usually covered in the news” - wikipedia
    One-time Event
    Recurring
    Tragic
  • Product Design
    Timing
  • Product Design
    Timing
    Market Research
  • Product Design
    Timing
    Market Research
    Development
  • Product Design
    Timing
    Market Research
    Development
    Pricing
  • Marketing
    Memory
  • Marketing
    Memory
    Press
  • Marketing
    Memory
    Press
    Grass Roots
  • Take Aways
    Tragic Events
    Evolve into sustainable business
  • Thank You PCA Sponsors!