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. $1.50 $0.50 $2.00 $3.50 $1.00 $0.00 $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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