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AUGUST 2019
THE NEW PRODUCT MEDIA JOURNEY
Copyright © 2018 Symantec Corporation. All rights reserved.
SAQUIB PASHA
Copyright © 2018 Symantec Corporation. All rights reserved. 2
Agenda
• Introductions
• Product Launch
• Dividing Launch in...
Introductions
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 4
• Myself
• Business(es)
• Products
Introductions
Product Launch
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 6
• Big Company, small launch
• Small Company, big launch
• Bi...
Dividing Launch into Two Halves
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 8
• Success after first half of launch
• Success after complet...
First Half Insights
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 10
Team Reorganization
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 11
Headcount
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 12
Selection of Brand
Journey to aspire to
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 13
Adjustment in Brand
Journey to emulate
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 14
Customer Messaging and
Positioning Research
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 15
Customer Conversion
Path Research
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 16
Reporting Set-up
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 17
KPIs (reporting infrastructure &
attribution)
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 18
Agency Consolidation
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 19
Ad-tech Consolidation
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 20
Bundle Experimentation
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 21
Another (smaller)
product launch
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 22
Regionalization & Focus
Win
Second Half Insights
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 24
Marketing Channel Selection
for Launch Tests
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 25
Conflicting insights
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 26
Price Testing
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 27
Types of Price Testing
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 28
Discovering a lightly
tapped acquisition funnel
Win
Copyright © 2018 Symantec Corporation. All rights reserved. 29
Defining a Customer
Opportunity
Copyright © 2018 Symantec Corporation. All rights reserved. 30
Appetite to Risk &
Rapid Testing
Win
Summary
Copyright © 2018 Symantec Corporation. All rights reserved.
Copyright © 2018 Symantec Corporation. All rights reserved. 32
• Defining the right success metric is the key first step
•...
THANK YOU
Copyright © 2018 Symantec Corporation. All rights reserved.
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The New Product Media Journey

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As LifeLock and Norton joined under the Symantec brand, it faced a daunting wave of challenges internal and external in launching a new product category. We explore how the team navigated everything from internal communication to customer journey mapping, messaging and planning to scaling for global.

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The New Product Media Journey

  1. 1. AUGUST 2019 THE NEW PRODUCT MEDIA JOURNEY Copyright © 2018 Symantec Corporation. All rights reserved. SAQUIB PASHA
  2. 2. Copyright © 2018 Symantec Corporation. All rights reserved. 2 Agenda • Introductions • Product Launch • Dividing Launch into Two Halves • First Half Insights • Second Half Insights • Summary • Q&A
  3. 3. Introductions Copyright © 2018 Symantec Corporation. All rights reserved.
  4. 4. Copyright © 2018 Symantec Corporation. All rights reserved. 4 • Myself • Business(es) • Products Introductions
  5. 5. Product Launch Copyright © 2018 Symantec Corporation. All rights reserved.
  6. 6. Copyright © 2018 Symantec Corporation. All rights reserved. 6 • Big Company, small launch • Small Company, big launch • Big Company, big launch* Product Launch Experience
  7. 7. Dividing Launch into Two Halves Copyright © 2018 Symantec Corporation. All rights reserved.
  8. 8. Copyright © 2018 Symantec Corporation. All rights reserved. 8 • Success after first half of launch • Success after completion (today) Defining Success
  9. 9. First Half Insights Copyright © 2018 Symantec Corporation. All rights reserved.
  10. 10. Copyright © 2018 Symantec Corporation. All rights reserved. 10 Team Reorganization Win
  11. 11. Copyright © 2018 Symantec Corporation. All rights reserved. 11 Headcount Opportunity
  12. 12. Copyright © 2018 Symantec Corporation. All rights reserved. 12 Selection of Brand Journey to aspire to Win
  13. 13. Copyright © 2018 Symantec Corporation. All rights reserved. 13 Adjustment in Brand Journey to emulate Opportunity
  14. 14. Copyright © 2018 Symantec Corporation. All rights reserved. 14 Customer Messaging and Positioning Research Win
  15. 15. Copyright © 2018 Symantec Corporation. All rights reserved. 15 Customer Conversion Path Research Opportunity
  16. 16. Copyright © 2018 Symantec Corporation. All rights reserved. 16 Reporting Set-up Win
  17. 17. Copyright © 2018 Symantec Corporation. All rights reserved. 17 KPIs (reporting infrastructure & attribution) Opportunity
  18. 18. Copyright © 2018 Symantec Corporation. All rights reserved. 18 Agency Consolidation Win
  19. 19. Copyright © 2018 Symantec Corporation. All rights reserved. 19 Ad-tech Consolidation Opportunity
  20. 20. Copyright © 2018 Symantec Corporation. All rights reserved. 20 Bundle Experimentation Win
  21. 21. Copyright © 2018 Symantec Corporation. All rights reserved. 21 Another (smaller) product launch Opportunity
  22. 22. Copyright © 2018 Symantec Corporation. All rights reserved. 22 Regionalization & Focus Win
  23. 23. Second Half Insights Copyright © 2018 Symantec Corporation. All rights reserved.
  24. 24. Copyright © 2018 Symantec Corporation. All rights reserved. 24 Marketing Channel Selection for Launch Tests Win
  25. 25. Copyright © 2018 Symantec Corporation. All rights reserved. 25 Conflicting insights Opportunity
  26. 26. Copyright © 2018 Symantec Corporation. All rights reserved. 26 Price Testing Win
  27. 27. Copyright © 2018 Symantec Corporation. All rights reserved. 27 Types of Price Testing Opportunity
  28. 28. Copyright © 2018 Symantec Corporation. All rights reserved. 28 Discovering a lightly tapped acquisition funnel Win
  29. 29. Copyright © 2018 Symantec Corporation. All rights reserved. 29 Defining a Customer Opportunity
  30. 30. Copyright © 2018 Symantec Corporation. All rights reserved. 30 Appetite to Risk & Rapid Testing Win
  31. 31. Summary Copyright © 2018 Symantec Corporation. All rights reserved.
  32. 32. Copyright © 2018 Symantec Corporation. All rights reserved. 32 • Defining the right success metric is the key first step • Defining the organization and the team/agency comes immediately after • Defining the right process between x-functional team will take time and patience • Mistakes will happen, so try and sandbox or gate as much as possible • Risk appetite will be tested, use this as an opportunity to test other items stuck in testing queue • Simplify the journey – click on your own ads and go through the customer path • Have fun – it’s a great opportunity!
  33. 33. THANK YOU Copyright © 2018 Symantec Corporation. All rights reserved.

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