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

2. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

3. 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 !
ambergreen internet marketing
4/4/2012 www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

4. 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?
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

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

6. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

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

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

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

10. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

11. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

12. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

13. 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)
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

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

15. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

16. 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 …
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

17. 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!
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

18. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

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

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

21. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

22. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

23. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

24. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

25. 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
ambergreen internet marketing
www.ambergreeninternetmarketing.com
Thinking on a different level
Copyright 2009

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