new product launch on a shoestring3

New Product Launch on a Shoestring

Barry Doctor, Product Marketing ManagerBarry.doctor@gmail.com Twitter @bdoctor

#pcampchiBlog: http://outsideinview.com/

Introduction

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Why is your budget limited? Times change

Are revenues lower? Harder to reach people?

Budgets drive change Did you spend the budget last year?

Technology drives change Is technology cheaper?

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If I can show you..

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The Good “Old” Days…

Do you remember… We had big budgets Goal was to make a

splash

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The “Old” Days…

Lavish launch events

Anything creative to get the word out

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The “Old” Days…

Those days are gone

So, why has it changed?

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How it has changed… Printed literature Printed launch pkgs Mailed packages Big launch parties PR campaigns Launch @ trade

event Sales kick off Sales trip junkets

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How it has changed…

Post .PDFs HTML emails Sales prints own Bakery treats in office Announce via email E-learning Sales wins “Points” Social media

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How it has changed… Trinkets @ trade

shows FAX blasts Media/Analyst day for

private briefings New product, new t-shirt Free product samples Customer sat surveys

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How it has changed… Chance to win for filling

out web survey 15 minute web based call Able to buy logo wear from

Cafepress Samples are sold Web surveys/coupons Web-based monitoring Social media campaigns

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So what do I do now?

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Back to basics

Who is your customer persona?

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Back to basics

What is your clear, concise marketing message?

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Back to basics

Select your marketing mix based on budget, message and persona

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Back to basics

It can’t be about not marketing, it must be about using the small budget efficiently and effectively

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Food for Thought Do you know who your persona is? Do you know what your clear, concise marketing

message is? In selecting your marketing mix, what works for

you – old-school or new tech? Does one work better to get the word out? How do these advances in technology impact

sales? Do you measure success? What actually does work to improve sales?

New Product Launch on a Shoestring

will be posted on SlideShare

Barry Doctor, Product Marketing ManagerBarry.doctor@gmail.com Twitter @bdoctor

Blog: http://outsideinview.com/