tino nombro ambergreen - online product launch

Thinking on a different level

Workshop – Launching your product or service online

Tino Nombro CEO Ambergreen Internet Marketing Ltd

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


ambergreen internet marketing www.ambergreeninternetmarketing.com 4/4/2012

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 !



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?



What is the difference…

… between success and failure ?

“It can take a long time to become an overnight success”



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



The Product Lifecycle

“We’ll develop a

great product, get

it found through

search and social

media, then sell

the business and

make millions “



Most Common Result

“…if just we

could have got

the investors to

back us for 6

months more

…”



>The Product

>The Market

>The Competition

>The Customer

>The Website

>SALES – all businesses needs revenue

Why ?



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



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



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



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)



Focus

So,

>We have a great product

>It works and is ready for launch

>We have a website

>Time for a Marketing Plan ?



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



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 …



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!



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




>Convert / Direct Response

• Search

• DM

• Apps

• Mobile

• Affiliate

• Partner

• Promotions




>Customer Retention

• Social

• Email

• Search

• Apps

• Promotions



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



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



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



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



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



Thank You

tino nombro ambergreen - online product launch

Technology

different levelcopyright

internet businesses

different techniques

inexpensive marketing

new online product

product works

new business

business plan