New product launch on a shoestring3

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New product launch on a shoestring3

  1. 1. New Product Launch on a Shoestring Barry Doctor, Product Marketing Manager [email_address] Twitter @bdoctor #pcampchi Blog: http://outsideinview.com/
  2. 2. Introduction Twitter @bdoctor #pcampchi outsideinview.com
  3. 3. Why is your budget limited? <ul><li>Times change </li></ul><ul><ul><li>Are revenues lower? </li></ul></ul><ul><ul><li>Harder to reach people? </li></ul></ul><ul><li>Budgets drive change </li></ul><ul><ul><li>Did you spend the budget last year? </li></ul></ul><ul><li>Technology drives change </li></ul><ul><ul><li>Is technology cheaper? </li></ul></ul>Twitter @bdoctor #pcampchi outsideinview.com
  4. 4. If I can show you.. Twitter @bdoctor #pcampchi outsideinview.com
  5. 5. The Good “Old” Days… <ul><li>Do you remember… </li></ul><ul><li>We had big budgets </li></ul><ul><li>Goal was to make a splash </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  6. 6. The “Old” Days… <ul><li>Lavish launch events </li></ul><ul><li>Anything creative to get the word out </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  7. 7. The “Old” Days… <ul><li>Those days are gone </li></ul><ul><li>So, why has it changed? </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  8. 8. How it has changed… <ul><li>Printed literature </li></ul><ul><li>Printed launch pkgs </li></ul><ul><li>Mailed packages </li></ul><ul><li>Big launch parties </li></ul><ul><li>PR campaigns </li></ul><ul><li>Launch @ trade event </li></ul><ul><li>Sales kick off </li></ul><ul><li>Sales trip junkets </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  9. 9. How it has changed… <ul><li>Post .PDFs </li></ul><ul><li>HTML emails </li></ul><ul><li>Sales prints own </li></ul><ul><li>Bakery treats in office </li></ul><ul><li>Announce via email </li></ul><ul><li>E-learning </li></ul><ul><li>Sales wins “Points” </li></ul><ul><li>Social media </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  10. 10. How it has changed… <ul><li>Trinkets @ trade shows </li></ul><ul><li>FAX blasts </li></ul><ul><li>Media/Analyst day for private briefings </li></ul><ul><li>New product, new </li></ul><ul><li>t-shirt </li></ul><ul><li>Free product samples </li></ul><ul><li>Customer sat surveys </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  11. 11. How it has changed… <ul><li>Chance to win for filling out web survey </li></ul><ul><li>15 minute web based call </li></ul><ul><li>Able to buy logo wear from Cafepress </li></ul><ul><li>Samples are sold </li></ul><ul><li>Web surveys/coupons </li></ul><ul><li>Web-based monitoring </li></ul><ul><li>Social media campaigns </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  12. 12. So what do I do now? Twitter @bdoctor #pcampchi outsideinview.com
  13. 13. Back to basics <ul><li>Who is your customer persona? </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  14. 14. Back to basics <ul><li>What is your clear, concise marketing message? </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  15. 15. Back to basics <ul><li>Select your marketing mix based on budget, message and persona </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  16. 16. Back to basics <ul><li>It can’t be about not marketing, it must be about using the small budget efficiently and effectively </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  17. 17. Food for Thought <ul><li>Do you know who your persona is? </li></ul><ul><li>Do you know what your clear, concise marketing message is? </li></ul><ul><li>In selecting your marketing mix, what works for you – old-school or new tech? </li></ul><ul><li>Does one work better to get the word out? </li></ul><ul><li>How do these advances in technology impact sales? </li></ul><ul><li>Do you measure success? </li></ul><ul><li>What actually does work to improve sales? </li></ul>Twitter @bdoctor #pcampchi outsideinview.com
  18. 18. New Product Launch on a Shoestring will be posted on SlideShare Barry Doctor, Product Marketing Manager [email_address] Twitter @bdoctor Blog: http://outsideinview.com/

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