Boost Your Product Launch With Influence Marketing {eBook}


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Did you know that only 20% of new product launches are successful? Why execute your product launch using mass marketing and advertising when you can leverage trust and credibility through influencers. Our eBook explains how and why influence marketing can be crucial for the success of your next product launch.

Published in: Business

Boost Your Product Launch With Influence Marketing {eBook}

  1. 1. Boost Your Product Launch With Influence MarketingCopyright © 2013 Appinions. All rights reserved. 1
  2. 2. The problem with product launches is… = Merely 2 out of 10 products launched in the U.S. succeed. – Douglas Van Praet, Fast CompanyCopyright © 2013 Appinions. All rights reserved. 2
  3. 3. The typical solution to product launchesis Mass Advertising However, only 18% of consumers believe ads - ads are better for awareness than credibilityCopyright © 2013 Appinions. All rights reserved. 3
  4. 4. Typical product launch marketing process Pre-launch Launch Post-launch •  Traditional media plan •  Traditional media •  Measure impact •  Social media plan •  Social media •  Sustain buzz and •  Outreach plan for •  PR and blogger conversation press/bloggers outreach •  Testimonials & reviews •  Advance outreach •  Launch event •  Case studies or •  Create brand assets •  In-store displays success stories for launch (video, images, written content) •  Sales/partner trainingCopyright © 2013 Appinions. All rights reserved. 4
  5. 5. Product launches the old way aren’t working•  The consumer marketplace is extremely Purchase Decision crowded and noisy Sources•  Consumers repeatedly buy the same 12 10.4 items, and getting a foothold for a 10 new item can be difficult 8 Up from•  Consumers rely on new media for new 5.3 sources product information far more than they 6 5.3 in 2010 do on traditional media, which brands 4 have less control over•  Consumers need a greater number 2 of purchase decision sources now 0 than ever before 2010 2011Source: © 2013 Appinions. All rights reserved. 5
  6. 6. Influencers play a critical role in developing trustin a brand…which can impact product launches 78% of people trust other people -An even higher percentage trust credible influencers Our Trust eBook goes into great detail on how to capture consumer trust via influencer marketing – check it out!Copyright © 2013 Appinions. All rights reserved. 6
  7. 7. Influence marketing leverages relationshipsto reach your target audience Traditional Marketing Influence Marketing One-to-Many Marketing vs. 3 rd Party Endorsement Product Influencers CustomersCopyright © 2013 Appinions. All rights reserved. 7
  8. 8. INFLUENCE MARKETING PROCESS FOR PRODUCT LAUNCHCopyright © 2013 Appinions. All rights reserved. 8
  9. 9. Influence marketing is a new way tolaunch products Focus Exclusive groups previews Pre- Launch R&D Build pre- input/ buzz with testing influencer drip Continual Exclusive influencer Expand influencer Evaluate reviews process of announce- circles ments identifying and Influencers engaging with Influencer- only tell Post- influencers promotions product/ R&D story Launch Launch Measure influencer Solicit case Executive & overall Launch influencers studies events reach/buzz in pressCopyright © 2013 Appinions. All rights reserved. 9
  10. 10. Use these tips to develop effective influencer-driven launch programs1 Start early Brand opinion forms equity. Reach out to influencers before their opinions harden.2 New products are influencer candy Feed them a lot of information. Use them as a research tool if possible to shape your marketing.3 Surround the target With influencers from multiple topics. An electric car would have influencers on the electric car topic, but also sustainability, technology, global warming, Prius and other competitors, possibly Lexus and others. Don’t be one-dimensional.Copyright © 2013 Appinions. All rights reserved. 10
  11. 11. There are a number of different types ofinfluencers you can engage with for yourproduct launch Traditional & digital media Consumer influencers & tastemakers (journalists, bloggers) (bloggers, top customers) Employees & executives Analysts & academics Politicians & government agency personnel You may need to engage with only some, or all, influencer types for your product launch, depending on the product type and launch phaseCopyright © 2013 Appinions. All rights reserved. 11
  12. 12. Every product launch is different•  You must match product type and launch phase to influencer type•  Following is a non-exhaustive selection of potential launch types, with sample influencer types and desired outcomes for each launch phaseCopyright © 2013 Appinions. All rights reserved. 12
  13. 13. Launch Example: Tablet•  Launch Type: Launching a new product for a brand (in same industry sector)•  Product Examples: Tablet (for computer manufacturer) Launch Phase Influencer Type(s) Desired Outcomes Pre-launch •  Consumer influencers •  Provide endorsement which lessens risk to other & tastemakers consumers Launch •  Traditional & digital media •  Spread launch information rapidly Post-launch •  Consumer influencers •  Product feedback to inform customer service, support, & tastemakers ongoing marketing, and future versions of the product•  Potential influencer activations: –  Build dream focus group composed of influential amplifiers to test product proposition and early designs –  Solicit pre-launch press coverage from the most influential sources –  Optimize traditional media plan with focus on most influential outlets –  Activate influencers in primary launch markets to support local events –  Solicit product reviews on most influential review sites from influence clusters –  Engage digital influencers to create lifestyle content around the product and brand (blogs, video, images)Copyright © 2013 Appinions. All rights reserved. 13
  14. 14. Launch Example: Movie Sequel•  Launch Type: Launching a line extension, or second generation of a product•  Product Examples: Movie sequel Launch Phase Influencer Type(s) Desired Outcomes Pre-launch •  Key consumer influencers •  Key consumer influencers from initial launch from initial launch •  Buzz building amongst target audience Launch •  Traditional & digital media •  Validation of the extension or new version •  Consumer influencers & •  Value/use cases for extension or new version tastemakers•  Potential influencer activations: –  Screen rough cut with focus group of influencers for expert feedback to inform marketing efforts –  Determine online media spend reflecting influential online outlets in topic areas –  Invite influencers to local screenings for amplification of launch weekend –  Provide social engagement opportunities, including hashtag and sharable contentCopyright © 2013 Appinions. All rights reserved. 14
  15. 15. Launch Example: Social Network•  Launch Type: Launching into a new marketplace NEW•  Product Examples: New social network APP Launch Phase Influencer Type(s) Desired Outcomes Pre-launch •  Consumer influencers & tastemakers •  Viral pass-along amongst desired target market •  Employees & executives •  Validate rationale for market entry and provide differentiation points to consumers and media •  Traditional & digital media •  Validate product with trusted authority story(ies) Launch •  Consumer influencers & tastemakers •  Amplify launch amongst desired target market •  Traditional & digital media •  Spread news of launch as broadly as possible Post-launch •  Employees & executives •  Validate launch with growth and engagement information •  Traditional & digital media •  Continue news of product momentum•  Potential influencer activations: –  Exclusive story to traditional or digital media influencer –  Pre-launch benefits for influencers: invitations, early access, launch events –  Provide social engagement and viral pass-along opportunitiesCopyright © 2013 Appinions. All rights reserved. 15
  16. 16. Launch Example: Consumer Pharmaceuticals•  Launch Type: Launching within a government-regulated product category•  Product Examples: New drug Launch Phase Influencer Type(s) Desired Outcomes Pre-launch •  Analysts & academics •  Statements on product validity or effectiveness •  Government agency personnel Launch •  Employees & executives •  Statements for media •  Traditional & digital media •  Coverage of product launch•  Potential influencer activations: –  Engage academics or industry analysts as spokespeople –  Provide executives for media coverageCopyright © 2013 Appinions. All rights reserved. 16
  17. 17. Other types of product launches•  Launch Type: Launching highly complex products for general consumers Launch Phase Influencer Type(s) Desired Outcomes Launch •  Traditional & digital media •  Provide tutorials or ease-of-use statements •  Consumer influencers & tastemakers•  Launch Type: Highly competitive, closely-watched product categories (electronics, digital products, entertainment) Launch Phase Influencer Type(s) Desired Outcomes Pre-launch •  Employees/executives •  Provide guidance on product strategy, rollout plans; validating new marketplace Launch •  Traditional & digital media •  Validate product features & functionality and lessen risk to •  Consumer influencers & consumers tastemakers Post-launch •  Employees/executives •  Provide product launch results and future plansCopyright © 2013 Appinions. All rights reserved. 17
  18. 18. Enjoyed this eBook? Spread the word! Share this ebookCopyright © 2013 Appinions. All rights reserved. 18