Een nieuw product of service lanceren in ‘a digital era’ is best een uitdaging. Wat zijn de grootste marketing uitdagingen, valkuilen en opportuniteiten? We zetten alle key take-aways voor een vlotte go-to-market-aanpak eens netjes op een rijtje.

1. Launching in Digital Space
OpenBar Cronos Leuven 28/05/2020

2. Trouble is a advertising agency that
puts creativity and design at the
core of the marketing proces.
Focussing on digital, practicing
10 golden rules.

3. 1.Involve marketing in the
ideation fase

4. Shape your product or service with
a ‘go to market’ mindset.
Ideation is all about ideas that lead to prototyping. A back
and forth process that has ‘go to market’ as a mindset not
as an end-result.

5. 2.Launching is not
a make or break scenario

6. We’re going live, call the press.
‘You can only launch once’ is an outdated concept.
Make your launch part of the learning process
instead of a momentum. Keep it closed circle,
manageable and agile in order to learn from it.

7. 3.Involve your audience

8. Your audience is your ally.
Involve your future consumers in brainstorms, early
trials, interviews,… not only as a ‘test’ but as a part of
the active shaping proces. It will genuinely connect
people to your brand or service.

9. 4.Fail forward

10. A bad idea is one you haven’t
learned from.
Embrace your fails. Show them. Tell stories around
them. It will highlight your wins and give your brand or
service a human touch.

11. 5.Ask the right questions

12. Using questions as a powerful tool to unlock the right
evidence, to lead by asking rather than telling, and
setting aside judgement.
Use ‘empowering’ questions as they encourage development as a thinker and problem
solver.
‘Why’ questions are ideal for coming to grips with an existing problem, helping us think
analytically and critically why the problem exists. ‘Why did this campaign work?’ could give
much fresher insight than, ‘Let’s look at the data and see what it says’.
‘What if’ questions can be used to explore new ideas for possible improvements and seeing
if we can tackle the challenge another way. It also challenges assumptions.
‘How’ questions come when it’s time to act on ideas. Questions that start ‘How might we…?’
have the potential outcome of transforming possibility into reality.

13. 6.Use mindsets
instead of persona’s

14. Map your users on a scale that is bound
by fundamental motivations which drive
users to your product.
Mindset Segmentations are broad enough to identify behavioral
tendencies without prescribing personas with a name, age, gender
or any other fixed demographic.
Mindsets are more dynamic, digital and social savvy. They are
organically evolving with the brand.

15. 7.Use data as a campaign vehicle

16. Use data to tell stories
around your brand or service
and to valorize your clients.

17. Combine ‘micro’ and ‘macro’ data.

18. 8.Branding is your first campaign

19. Branding > Campaigning > Advocacy

20. Branding = Campaigning = Advocacy

27. Branding = Campaigning = Advocacy
Storytelling

28. 9.Nobody cares

29. Be humble.
Long gone are the days where people would
flock to a single product or gush over new
content by an up and coming creator.
In order to survive and thrive in the digital era,
one must work to establish a niche and
cultivate a following that is devoted not only to
your work, but to the ideas your work stands for.
Don’t forget eople don’t buy products,
they buy feelings.
A picture of planet earth
without your brand
A picture of planet earth
with your brand

30. 10.There is no 10

31. Launching in digital space
is an iterative process.
Start, knowing that the work will never be done. There is
always room for improvement and innovation. Use
impatience, eagerness and imperfection as fuel for
another launch…
… where no brand has gone before.

32. Q&A

33. www.trouble.be