The document provides details on marketing tactics for new product launches. It is divided into 3 phases - Buzz, Launch, and Momentum. For each phase, it outlines targeted tactics in 5 key areas: Awareness & Demand Generation, Focused on Retention, Focused on Demand Generation, Focused on Awareness/Lead Generation, and Internal Channels. Specific tactics mentioned include social media marketing, email campaigns, trade shows, conferences, sales training, and more. The document aims to create buzz, launch, and sustain momentum for new products in the market.
2. Phase 1 Tactics: Buzz
Awareness & Demand Generation
› Identify the channels for proper targeting of
relevant audience
› Deploy responsibilities to individuals for
successfully managing an awareness program
Focused on Retention
› Inform your existing customers
about your new products
› Customer Referral programs
› Online marketing programs
› Special discount for existing
customer base
Focused on Demand Gen
› Online Marketing programs
with relevant channels
› Social Media
Focused on
Awareness/Lead Gen
› Trade Shows
› Conferences
1
2
Awareness
WHAT, HOW & WHY
› Email Marketing
› FAQ prepared
› ABC Training
› Inside Sales Training
› Website updated
Internal
Channel
Customers
Prospects
Promotional
This is the 1st step to create
a buzz about your
product/service in the market.
We have classified it into 5
key segments where different
tactics will be used.
3. Phase 2 Tactics: Launch
Awareness
WHAT, HOW & WHY
› Key offers for partners &
key stakeholders
› Sales Training
› Branding Activities like
designing logo, taglines
Awareness & Demand Generation
› Channel Presentation
› Customer Presentation
› Press releases
Focused on Retention
› Competitive Buyback Program
› Beta Customer Referral
Focused on Demand Gen
› Online Marketing programs
with relevant channels
› Social Media
› New offers to customers
Focused on
Awareness/Lead Gen
› Direct mail promotion
› Trade Shows
› Conferences
3
2 Internal
Channel
Customers
Prospects
Promotional
This is the 2nd step where
you launch your
product/service in the market.
We have classified it into 5
key segments where different
tactics will be used.
4. Phase 3 Tactics: Momentum
4
Internal Channel Customers Prospects Promotional
Awareness – WHAT,
HOW & WHY
› Continued Trainings
› Internal emails
Awareness & Demand
Generation
› Try & Buy programs
› Customer Presentation
› Channel Presentation
› Incentive programs
Focused on Retention
› Online marketing programs
› Competitive Buyback
Program
› Customer Referral
Focused on Demand
Gen
› Identify key clients
› Online Marketing programs
with relevant channels
› Social Media
› New offers to customers
Focused on
Awareness/Lead Gen
› Exhibitions
› Direct mail promotion
› Trade Shows
› Conferences
This is the 3rd step after the
launch of your
product/service in the market.
In order to keep the
momentum going, we have
classified it into 5 key
segments where different
tactics will be used.
5. Product Launch Detailed Plan
5
Product
Launch Plan
- Cell Phone
Needs to accommodate the
number of expected attendees
Implementing the
communication plan
Camera
Cloud Data Storage
Ability to download
Apps
Video Call
Access to social
media
Excellent Battery
Life
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Product
Design
Features
Target Audience
What type of Event
Target Audience
Event Goals and
Objectives
Pre
Planning
Date of
Event
November
10th 2011
Number of
Attendees
500
Budget $20,000
Building
Location
Transport Links
Parking
Decor
Equipment
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Venue
Ample
Spaces
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Program
Follow Up campaign
When is the Product
Launch date ?
Budget
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Post
Event
Product
Price
Place
Promotion
Communication
Plan
Marketing
Text Here
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Additional
Considerations
Website
Social
Media
Email
Campaigns
Search
Engine Ads
This is a detailed version of
Product launch plan which is
categorized in 7 steps & then
further sub-classified. You
can have a detailed version
of your plan taking a fair idea
from this template
6. Marketing Plan
6
Advert features on
sports and celebrity
magazines
Online Reviews Radio Jingles Press Release /
Online reviews
Online Reviews Search Engine
Optimization
Search Engine
Optimization
Large Scale Promotion
(Neighbours by
numbers)
Advert features on
sports and celebrity
magazines
Emails & SMS
Campaign
Large Scale Promotion
(Neighbours by
numbers)
Emails, SMS and Online
Campaign
1st 2nd 3rd 4th 5th 6th
Months
Mention the month wise
marketing strategy that will
be used to promote the
product.
7. Typical Product Launch Marketing Process
7
Buzz Launch Momentum
› Traditional media plan
› Social media plan
› Outreach plan for
press/bloggers
› Advance outreach
› Create brand assets for
launch (video, Images,
written content)
› Sales/partner training
› Traditional media
› Social media
› PR & bloggers outreach
› Launch event
› In-store displays
› Measure impact
› Sustain buzz and conversation
› Testimonials & reviews
› Case studies or success stories
9. Lead Generation Activities
9
Trade
Shows
Road show with
Tech Partners
Other Online Marketing
Programs
Target Database
Acquisition
Direct Mail
Promotion
Nurturing
Campaign
Magazine
Advertisement
Conferences
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Mention some lead
generation activities that will
be helpful in business
development
11. Press Release Plan
11
15th March
30th March
15th April
30th April
15th May
30th May
15th June
30th June
Press
Release
Analyst
Report
Analyst
Briefing
Webinars
Partner
Press Release
Media
Briefings
Media
Presentation
Customer
Spokesperson
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12. Social Media Plan
12
Facebook
15th March
Blog
30th March
You Tube
15th April
Twitter
30th April
Instagram
15th May
Snapchat
30th May
Chat
15th June
LinkedIn
30th June
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13. Sales Training Plan
13
Sales Training
Webex
15th March
Support Training
Webex
30th March
Field
Training
15th April
FAQ
Training
30th April
Use Cases
Training
15th May
14. Marketing Budget
14
Category
Q1
Jan ($) Feb ($) Mar ($) Q1 Totals ($)
National Marketing 100.00 100.00 100.00 300.00
Banner Ads 100.00 100.00 100.00 300.00
Local Marketing 1,500.00 - - 1,500.00
Newspaper 600.00 600.00
In- store marketing 400.00 400.00
POP 500.00 500.00
Public Relations 1,800.00 1,800.00 1,800.00 5,400.00
Sponsorships
Press Releases 1,800.00 1,800.00 1,800.00 5,400.00
Webinars -
Conferences -
Client Events -
Content Marketing 1,200.00 - - 1,200.00
Sponsored Content -
Landing Page 1,200.00 1,200.00
White Papers/ eBooks -
Social Media 600.00 600.00 600.00 1,800.00
Twitter 100.00 100.00 100.00 300.00
Facebook 100.00 100.00 100.00 300.00
Pinterest 100.00 100.00 100.00 300.00
Instagram 100.00 100.00 100.00 300.00
google+ 100.00 100.00 100.00 300.00
LinkedIn 100.00 100.00 100.00 300.00
Category
Q1
Jan ($) Feb ($) Mar ($) Q1 Totals ($)
Online 800.00 400.00 200.00 1,400.00
Blog 800.00 800.00
Website -
Mobile App 400.00 400.00
Mobile Alerts -
Email Newsletter $ 200.00 200.00
Advertising 3,350.00 - - 3,350.00
Online 2,500.00 2,500.00
Print 850.00 850.00
Outdoor -
Radio -
Television -
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Product 01
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Product 02
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Line Chart
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Product 01
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Product 02
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Area Chart
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20. Volume – High – Low – Close – Chart
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Close
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Product 01
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Bar Chart
Product 01
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Product 02
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Product 03
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22. Donut Pie Chart
22
40%
30%
20%
10%
Product 02
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Product 01
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Product 04
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Product 03
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24. 24
Vision
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Mission
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Goal
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Vision & Mission
25. Our Team
25
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Julie Hill
Graphic Designer
John Parker
Sales Manager
Lily Albert
CEO
26. Quotes
26
In Order To Inspire
People, That’s Going
To Have To Come
From Somewhere
Deep Inside Of You.
Jeff Weiner
..CEO LinkedIn
27. 27
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Puzzle 01
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28. Venn
28
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29. Time Line
29
20162014 2018
2015 2017
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