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14 November 2011
AgendaBackgroundWhy?Product LaunchThe Best Non-Performance OppsSummary
Lloyd Melnick
fiveonenine games
$0,50                          $1,50                         $0,00                         $2,00                         $...
Increasing Demand Increases Costs                   $8.3         $2.1      Billion         Billion
Limited Audience
ComponentsPre-LaunchLaunchPost Launch
Key Elements to Pre-Launch Phase             • TestResearch     • Involve Customers             • Steps   Plan      • Reso...
Caveats When Listening to theCustomer             Customer feedback                  myopic             Customer feedback ...
Marketing Plan Fundamentals Target   Distribution   Promotion
Launch Plan The details of who does what when and where
Key Elements to LaunchWhen and WherePromotionSupport
When and Where       • Minimum Desirable ProductWhen   • Full Beta        • Speed to MarketWhen II • Competitive Launches ...
Coordinate                     You                                Media       SNs                               Partners  ...
Launch
Promotion/Media MixPerformance    Social         Print          TV            Web
Post-Launch: Measure and React                     Measure           Analyze                               Adjust
Television
Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
Multimedia Distribution
Even More Options           Joint        Venture/Rev   House Ads           Share          Cross          Ad        Promoti...
Social Media
Easy Way Out              Not just ads       Events and        Create a       promotions        dialogue
SummaryCreate a real marketing planDo not neglect traditional marketing channelsPerformance marketing is still importantMe...
Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/
Day1 1300 melnick_beyond performance marketing
Day1 1300 melnick_beyond performance marketing
Day1 1300 melnick_beyond performance marketing
Day1 1300 melnick_beyond performance marketing
Day1 1300 melnick_beyond performance marketing
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Day1 1300 melnick_beyond performance marketing

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Day1 1300 melnick_beyond performance marketing

  1. 1. 14 November 2011
  2. 2. AgendaBackgroundWhy?Product LaunchThe Best Non-Performance OppsSummary
  3. 3. Lloyd Melnick
  4. 4. fiveonenine games
  5. 5. $0,50 $1,50 $0,00 $2,00 $3,50 $1,00 $2,50 $3,00 1.2.2010 2.2.2010 3.2.2010 4.2.2010 5.2.2010 6.2.2010 7.2.2010Median CPC 8.2.2010 9.2.2010 US 30-39 Median CPC 10.2.2010Median CPC 11.2.2010 12.2.2010 1.2.2011 Cost of Ads Skyrocketing 2.2.2011 3.2.2011 4.2.2011
  6. 6. Increasing Demand Increases Costs $8.3 $2.1 Billion Billion
  7. 7. Limited Audience
  8. 8. ComponentsPre-LaunchLaunchPost Launch
  9. 9. Key Elements to Pre-Launch Phase • TestResearch • Involve Customers • Steps Plan • Resources • Goals
  10. 10. Caveats When Listening to theCustomer Customer feedback myopic Customer feedback backward looking Competitive secrecy compromised
  11. 11. Marketing Plan Fundamentals Target Distribution Promotion
  12. 12. Launch Plan The details of who does what when and where
  13. 13. Key Elements to LaunchWhen and WherePromotionSupport
  14. 14. When and Where • Minimum Desirable ProductWhen • Full Beta • Speed to MarketWhen II • Competitive Launches • Facebook EnglishWhere • Global
  15. 15. Coordinate You Media SNs Partners Ad Press Agency
  16. 16. Launch
  17. 17. Promotion/Media MixPerformance Social Print TV Web
  18. 18. Post-Launch: Measure and React Measure Analyze Adjust
  19. 19. Television
  20. 20. Multiple TV OptionsExcess InventoryJoint Ventures“Infomercials”Traditional Advertising
  21. 21. Multimedia Distribution
  22. 22. Even More Options Joint Venture/Rev House Ads Share Cross Ad Promotion Sponsored
  23. 23. Social Media
  24. 24. Easy Way Out Not just ads Events and Create a promotions dialogue
  25. 25. SummaryCreate a real marketing planDo not neglect traditional marketing channelsPerformance marketing is still importantMeasure and react
  26. 26. Thank youLloyd.melnick@fiveoneninegames.comTwitter: Lloyd Melnickhttp://lloydmelnick.com/

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