Contrary to popular thought, marketing the launch of your product doesn't have to break the bank. A large budget is never a guarantee of the success of a product. The most important aspects of a launch are the smarts and the intention to have a successful launch. The smarts come from experience and can be learned. The intention to successfully launch takes a bit more work. Key requirements include: A deep knowledge of what the customers want How the customers buy Where the customers buy The use of highly leveraged marketing channels Save yourself and your business some money and tune in for AIPMM's webinar on April 3rd at 9 a.m. PDT with guest speaker Alex Eckelberry. Learn what you can do to create a wildly successful launch, with valuable pointers from current examples. When you have a great product, strong desire and persistence, you can succeed in your launch.

1. Guerilla Marketing 2.0:
Product Launches
with Zero Budget

2. Follow: @AIPMM
Use: #AIPMM #ProdBOK
Let’s Tweet!

3. Alex Eckelberry - Technology Growth
Engineering
Our Speaker

4. (Assuming that you have a
product or service that is
needed and wanted.)

5. The words I never want to hear:
“We have no budget for that.”
“We have no resources.”
“We need money before we can do that.”

6. History is not on the side of money.

7. History is on your side
Alexander the GreatGenghis Khan
Battle of Cerami 1063
130 knights against 50,000
Battle of Okehazama (1560)
2,000 against 40,000Battle of Vitkov Hill 1420
60 soldiers against 50,000 knights

8. Including current history…

9. Money is great. But it’s not the only thing.
• The Internet economy enables incredibly
inexpensive launches.

10. You need…
• The intention to launch and succeed
• Smarts
• Leverage
• A bit of hustle…

11. Myths
• “The competition is huge and incredibly well
funded.”
• “The market is too crowded.”
• “We need to spend a lot to get above the
noise.”

12. What you think.What you think.What’s really happening

13. I mean, that's how things got done. It's definitely like, 'Don't pay attention
to the man behind the curtain,’ There's a lot of that kind of stuff. And like,
you really don't want to know how this stuff is built. To me, it's
embarrassing, like, there's always big flaws to a lot of this stuff."
"The people on the outside think that, ya know... It's like this
wonderful world of Oz, or Disney going on, and all of us are just
these brilliant amazing happy people, and like, it's not.
It's like a sausage factory, man, you really don't wanna
know how this stuff happens. A lot of it is just bad
arguments, politics, and working around the rules, and
not doing the right thing, and apologizing for it later,
and getting fired a few times.
Jim Reeves, ex-Apple Engineer

14. Smarts.

15. Getting the smarts: Get intel.
• Define your customer(s)
– If you don’t know your customer, survey
– Try to stay away from “everybody”
– Keep it simple
• Do a lot of research.Alot.
• Surveys
– Surveymonkey to survey user groups/online forums
– Google Surveys (incredibly inexpensive)
– Personal surveys (mall intercepts, etc.)
– Tip: Keep your surveys short and sweet
• NIHITO – Nothing Important Happens In The Office

16. Don’t argue. Don’t speculate. Don’t theorize.
Get the data.

17. $20

18. Competitive analysis
(Net Promoter Score)
Net Promoter Score: -40

19. Boldness comes from knowing
• The key data you need:
– Key desired features of your product
– Weaknesses of your competittion
– “Why to Buy”
– Product naming
– Positioning
– Pricing
• “What would you expect to pay”
• You cannot have enough data
• Just don’t become paralyzed by it

20. “Customer Work Back”
• Get in the mind of the customer
• Where they get their information
• Your communications strategy
• Where they buy
• Your channel strategy
• You get this from research

21. Positioning
• The art and science of associating your
product with something the customer
already knows.
• In effect, you’re positioning the product in the
customers mind.

22. Positioning: Association
Cheap, no value

23. Associated, becomes valuable

24. “The Mercedes Benz of iPhone batteries”
More at blog.eckelberry.com

25. Competitive marketing myth
• “If you compare yourself to your competitors,
you’ll only give them business.”
• Not proven by actual results.
• Some of the most powerful marketing
campaigns have been competitive.
• You need to be smart about it.

26. Competitive marketing
• 7up: The UnCola
• Avis: #2 and we try harder
• Southwest: “Bags fly free”
– (Also repositions the competition)

27. T-Mobile pulled itself out of a tailspin

28. Just don’t be dumb about it

29. Graphics, web, etc.
• Leverage Wordpress
– Pre-made themes (Avada, ElegantThemes, etc.)
– Not just for websites
• Landing pages
• Lead capture
• Rapid prototyping
• Your own social networks
• Your own wiki
• Countdown website
• And much, much more
• Design
– Tons of free resources
• logomakr,TheNounProject,picmonkey, pixlr, canva, befunky, skitch
– Inexpensive services like 99designs, guru.com, CreativeMarket, elance

30. Good design is important.

31. Would you like to eat cold dead fish?

32. Or sushi?

33. Leverage is your BFF

34. Leverage communities
http://www.quicksprout.com/2015/03/13/how-to-get-customers-without-spending-any-money
Subreddit
Forums/communities

35. Leverage communities
• Find the groups that relate to your product
• What problems are they posting about?
• Consider targeting
– AirBnB used Craigslist to generate local
prospects
– Quizzes and giveaways
– Provide an incentive for sharing

36. Network Effect
www.smartinsights.com

37. Current examples
3 months to 1 million users
200 million + users

38. Free is good. Done wisely.

39. In a social world, size does not equal
success
• Tourism Australia
• Small team
– 4 pics daily
– average daily reach
300,000 - 500,000,
50,000 “likes.”

40. The MVP model
Started as a protype on YouTube (Minimally Viable Product – MVP)
“It drove hundreds of thousands
of people to the website. Our
beta waiting list went from 5,000
people to 75,000 people literally
overnight. It totally blew us
away.”
http://techcrunch.com/2011/10/19/drop
box-minimal-viable-product/

41. (Dropbox in one slide)

42. And incentivizing users to share…

43. Mail, mail, mail
• Two types of audiences:
– Suspects
– Prospects
• Prospects are a “now” (sales)
• Suspects are a future “now” (marketing)
• Suspects:
– Read blogs, whitepapers, articles, newsletters, content
• Prospects
– Read product/services,About Us pages

44. Technology Adoption Cycle
http://blogs.atomiclearning.com/crossing-chasm
SUSPECTS

45. Prospects
(Sales)
Suspects
Fat Funnel
Time
(Marketing)

46. Mail, mail, mail
• Use multiple avenues of lead capture
– Popups
– Acquisition
– Partnerships
• Use Autoresponders (aweber, etc.)
• Every name is gold
• But don’t just let automation do the heavy lifting. Use
caring.

47. More leverage
Affiliate marketing
Outreach to bloggers,
Twitterers and Youtubers

48. Reach out to your existing network
Don’t be afraid to contact your existing
network to buy, share or just give
opinions

49. The Hustle.

50. Hustles
• Barter
• Co-marketing
• Tradeshow booth sharing
• “Booth busting”
• “Vendor equity”
• User groups, conferences
• Ethical SEO hacking

51. Crowd-funding to launch products

52. Lead generation
• LinkedIn – the world’s greatest lead-gen tool
• Gift program
• “Let us buy you lunch”
• List purchase: The gray area.

53. There is no equal to
• A great product or service
• Desire
• Persistence

54. Q and A …
Ask Questions. Our team is standing by to help.
The webinar slides will be posted to our website and
our Slideshare.net/aipmm page.
The webinar recording will be posted at AIPMM.net for
members.

55. Product Management Body Of Knowledge
We will pick one winner
from our attendees.

56. AIPMM Webinar Series:
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