Tino Nombro, CEO of Ambergreen Internet Marketing Ltd, gave a workshop on launching products and services online. He emphasized having a marketing plan that uses different techniques to attract, convert, and retain customers. These techniques include search, social media, email, apps, affiliates, and public relations. It is important to understand the customer, differentiate your offering, execute the plan consistently, and continuously measure results to refine the strategy over time. The goal is to build a business with constant growth, not rely on a single viral campaign or product launch.

1. Thinking on a different level
Workshop –
Launching your product
or service online
Tino Nombro
CEO
Ambergreen Internet
Marketing Ltd

2. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
About Me !
• Involved in internet businesses since mid 1990's
• A founding director of ambergreen in 2001
• Ambergreen is a specialist online marketing agency with a
lot of search experience and a wealth of talent in strategic
planning
• Worked with many organisations including:- HSBC, Marks
and Spencer Money, pwc, bwin, Thomas Cook, The White
Company, Hotel Chocolat, Carphone Warehouse, The
Foreign Office, Information Commissioners Office, HMRC,
National Australia Group
• Been involved with many product launches from existing
companies and new start businesses

3. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com4/4/2012
Session Structure
>Cover the basics
>Some examples
>Look at a formula for online launch
>Discussion & Questions
>It’s a workshop – so hopefully you can do
some work too !

4. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
About you?
> Anyone just launched a new online product or service?
> What type of products?
> Is it a new business or existing business?
> Raised funding ? Business Plan?
> Who is profitable in the first year?
> Who is exiting investors by year 3?
> Who is using search to get about the competition at a
low acquisition cost and high ROI?
> Who has got social media as their main route to 1,000’s
of new customers?
> Who is planning to conquer the world with viral
marketing techniques?

5. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
What is the difference…
… between success and failure ?
“It can take a long time to become an overnight success”

6. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Online Success
>Brilliant timing (talktalk)
>Brilliant product (pokerroom)
>A great marketing plan well executed (mytravel)
>Already a great offline product/brand (the white
company)
>Or just lucky!
>Luck = preparation + opportunity

7. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
The Product Lifecycle
“We’ll develop a
great product, get
it found through
search and social
media, then sell
the business and
make millions “

8. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Most Common Result
“…if just we
could have got
the investors to
back us for 6
months more
…”

9. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
>The Product
>The Market
>The Competition
>The Customer
>The Website
>SALES – all businesses needs revenue
Why ?

10. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Innovation v Sales
> When the product works and you are ready to launch
> Move all your effort into sales and market traction
> Forget version 1.1, 1.2, 2.0, 2.1, 3.0 …..
> The window for grabbing market share always changes
> After launch everybody in the organisation needs to
support sales

11. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Online has evolved
>Barriers to entry today are far higher than 5
years or ten years ago
• No longer an untapped channel
• No longer massive audience growth rates
• No longer few competition
• Less obvious gaps to be filled
• No simple or inexpensive marketing channels
>Focus on a product that your target market really
want not a technology that the founder/innovator
really likes

12. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Online is just the channel
> You are not selling online
> You are selling to your customer
> Make it easy for them to buy from you
• Mobile
• Telephone
• Social Media
• App
> Build relationships

13. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
New Ideas v Old Ideas
>It can cost a lot of money to educate the market (IF)
>Trying to change the tide of consumer behaviour
is almost impossible
>Few game changing products but often first to
market is leapfrogged by later competition
>China – Learn/Copy/Improve
>Try to work in markets that already exist but stand
out and differentiate (mForm)

14. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Focus
So,
>We have a great product
>It works and is ready for launch
>We have a website
>Time for a Marketing Plan ?

15. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
The Plan (the most important bit)
> Do your homework & research
> Realistic expectation and objectives
> Understand the customer (target)
> Highlight your USP well
> Use different techniques to : -
• Attract Customers
• Convert Customers
• Retain Customers
> Know the numbers (cpa, roi, margin, cpc, …)
> Use a KPI
> Benchmark and measure
> Be ready to change the plan

16. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Marketing for online business
> 15 years ago Offline (www.), pr, & Viral
> 10 years ago Search, email, affiliate, display
> 5 years ago Search, sponsorship, online pr
> 2 years ago Search, Social, Video, Online pr
> Today TV, Press, Search, pr, Online pr,
Social, Mobile, Social, Radio,
Sponsorship
> An Integrated Marketing Plan is needed, but …

17. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Differentiate
>Find at least one thing that you can be
brilliant at and stick out from your
competition
>A style/tone of voice in the
execution
>A determination to win!

18. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Marketing Techniques
>Attract / Awareness
“2 people saying the same positive thing about
your brand is far more powerful that 10 people
all saying different positive things”
• Above the line, display, video, viral, promotions,
social, sponsorship, pr

19. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Marketing Techniques
>Convert / Direct Response
• Search
• DM
• Apps
• Mobile
• Affiliate
• Partner
• Promotions

20. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Marketing Techniques
>Customer Retention
• Social
• Email
• Search
• Apps
• Promotions

21. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Manageable Campaigns
> By Technique/Offer
> By Seasonality
> By Customer Type
> By Region
> By Event
> Viral can give good feel good factor, but can be very
hard to create and is usually about awareness rather
than sales
> Online PR is very different from PR online
> Constant reliable marketing techniques but use creativity
to make you stand out and be different

22. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Know Your Customer
> Social media means you need to be there to service your
customer online and answer their questions
> It also means they will post views and opinions about your
product and brand
> You cannot control them or automate talking to them
> People want to read reviews and they need to be authentic
> Who are the ambassadors / early adopters (lunatic fringe)
> Keep your promises
> Poor online reputation can destroy sales

23. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Accelerating Growth
>Behave like the business you are trying to be
>Use partners and agencies for their expertise
>Try not to go for global domination from day 1
>Set ambitious and challenging targets
>Measure progress
>Don’t be frightened to change the plan, but don’t
start planning when you have hit the iceberg

24. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Analytics
>Set it up correctly
>Decide what is meaningful data and what is
overkill
>Evaluate as a business not just per technique
>Put into context of the market
>Create a board report style and get to know the
important numbers

25. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Summary
>Keep it simple and do the basics well
>Make sure the product works
>Know what you are selling and what is in it for the
customer
>Have a plan for constant growth not just one big hit
>Execute in your style and to your strengths
>Know your market or use external knowledge
>Share, measure and evolve the plan

26. Thinking on a different level
Copyright 2009
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thank You