Boost Your Product Launch With Influence Marketing {eBook}

Boost Your Product Launch
With Inﬂuence Marketing

Copyright © 2013 Appinions. All rights reserved. 1

The problem with product launches is…

=

Merely 2 out of 10 products
launched in the U.S. succeed.
– Douglas Van Praet, Fast Company


The typical solution to product launches
is Mass Advertising

However, only 18% of consumers believe ads -
ads are better for awareness than credibility

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 training


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 2011

Source: http://www.zeromomentoftruth.com/


Influencers play a critical role in developing trust
in 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!


Influence marketing leverages relationships
to reach your target audience
Traditional Marketing Influence Marketing
One-to-Many Marketing vs. 3 rd Party Endorsement

Product Influencers Customers


INFLUENCE MARKETING
PROCESS FOR PRODUCT
LAUNCH


Influence marketing is a new way to
launch 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 press


Use these tips to develop effective influencer-
driven launch programs

1 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.


There are a number of different types of
influencers you can engage with for your
product 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 phase


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 phase


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)


Launch Example: Movie Sequel
•  Launch Type: Launching a line extension, or second
generation of a product
•  Product Examples: Movie sequel


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

–  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 content


Launch Example: Social Network
•  Launch Type: Launching into a new marketplace NEW
•  Product Examples: New social network
APP

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

–  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 opportunities


Launch Example: Consumer Pharmaceuticals
•  Launch Type: Launching within a government-regulated
product category
•  Product Examples: New drug


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

–  Engage academics or industry analysts as spokespeople
–  Provide executives for media coverage


Other types of product launches
•  Launch Type: Launching highly complex products for
general consumers


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)


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 plans


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