The document outlines a product marketing objectives scorecard with 5 objectives: 1) increase market share through special pricing and trade-in programs, 2) increase brand awareness through surveys and social media campaigns, 3) secure testimonials from beta customers via surveys and videos, 4) generate greater customer loyalty through rewards and referrals programs, and 5) conduct the product launch on schedule by building a team and setting goals. Key metrics and targets are identified to measure progress for each objective within the target timeframe.

1. Product Marketing Objectives Scorecard
Objective 1 - Increase Market Share
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Special introductory pricing # of units sold vs. competitors 100% increase in # of units sold by end of Q4
Competitive trade-in program # of competitive units traded in 10,000 units traded in by end of Q4
Objective 2 - Increase Brand Awareness
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Brand awareness benchmarking survey Obtain brand awareness benchmark 55% brand recognition score by end of Q2
Social Media Marketing - Brand Awareness Campaign # of Facebook "likes" 100,000 likes by end of Q3
Objective 3 - Secure Testimonials from Beta Customers
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Beta customer survey # of surveys complete 2500 surveys complete by end of Q1
Video testimonial program # of video testimonials 25 video testimonials by end of Q2
Objective 4 - Generate Greater Customer Loyalty
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Customer rewards program # of reward dollars distributed $1,000,000 Rewards Dollard distributed by end of Q4
Customer referral program $ generated by customer referral channel $10,000,000 from Customer Referral Program by end of Q4

2. Objective 5 - Conduct Launch On Schedule
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Build product launch team and set goals & milestones # of goals & milestones obtained 100% of goals & milestones reached by end of Q1 (launch)