boost your product launch with influence marketing {ebook}
Post on 20-Aug-2015
4.510 Views
Preview:
TRANSCRIPT
Copyright © 2013 Appinions. All rights reserved. 1
Boost Your Product Launch With Influence Marketing
Copyright © 2013 Appinions. All rights reserved. 2
The problem with product launches is…
Merely 2 out of 10 products launched in the U.S. succeed.
– Douglas Van Praet, Fast Company
=
Copyright © 2013 Appinions. All rights reserved. 3
The typical solution to product launches is Mass Advertising
ads are better for awareness than credibility However, only 18% of consumers believe ads -
Copyright © 2013 Appinions. All rights reserved. 4
Typical product launch marketing process
• Traditional media plan • Social media plan • Outreach plan for
press/bloggers • Advance outreach • Create brand assets
for launch (video, images, written content)
• Sales/partner training
• Measure impact • Sustain buzz and
conversation • Testimonials & reviews • Case studies or
success stories
• Traditional media • Social media • PR and blogger
outreach • Launch event • In-store displays
Pre-launch Launch Post-launch
Copyright © 2013 Appinions. All rights reserved. 5
5.3
10.4
0
2
4
6
8
10
12
2010 2011
• The consumer marketplace is extremely crowded and noisy
• Consumers repeatedly buy the same items, and getting a foothold for a new item can be difficult
• Consumers rely on new media for new product information far more than they do on traditional media, which brands have less control over
• Consumers need a greater number of purchase decision sources now than ever before
Product launches the old way aren’t working
Source: http://www.zeromomentoftruth.com/
Purchase Decision Sources
Up from 5.3 sources
in 2010
5
Copyright © 2013 Appinions. All rights reserved. 6
Influencers play a critical role in developing trust in a brand…which can impact product launches
An even higher percentage trust credible influencers 78% of people trust other people -
Our Trust eBook goes into great detail on how to capture consumer trust via influencer marketing – check it out!
Copyright © 2013 Appinions. All rights reserved. 7
Influence marketing leverages relationships to reach your target audience
Product Influencers
One-to-Many Marketing 3rd Party Endorsement vs.
Customers
Traditional Marketing Influence Marketing
Copyright © 2013 Appinions. All rights reserved. 8
INFLUENCE MARKETING PROCESS FOR PRODUCT LAUNCH
Copyright © 2013 Appinions. All rights reserved. 9
Influence marketing is a new way to launch products
Pre- Launch
Post-Launch Launch
Continual process of
identifying and engaging with
influencers
Focus groups
R&D input/ testing
Exclusive previews
Build pre- buzz with influencer
drip
Influencer- only
promotions
Executive influencers
in press
Exclusive influencer announce-
ments
Launch events
Influencers tell
product/R&D story
Expand influencer
circles
Measure influencer & overall
reach/buzz
Evaluate reviews
Solicit case studies
Copyright © 2013 Appinions. All rights reserved. 10
Use these tips to develop effective influencer-driven launch programs
10
1 2 3
Start early
New products are influencer candy
Surround the target
Brand opinion forms equity. Reach out to influencers before their opinions harden.
Feed them a lot of information. Use them as a research tool if possible to shape your marketing.
With influencers from multiple topics. An electric car would have influencers on the electric car topic, but also sustainability, technology, global warming, Prius and other competitors, possibly Lexus and others. Don’t be one-dimensional.
Copyright © 2013 Appinions. All rights reserved. 11
There are a number of different types of influencers you can engage with for your product launch
You may need to engage with only some, or all, influencer types for your product launch, depending on the product type and launch phase
Traditional & digital media (journalists, bloggers)
Politicians & government agency personnel
Consumer influencers & tastemakers (bloggers, top customers)
Employees & executives Analysts & academics
Copyright © 2013 Appinions. All rights reserved. 12
• You must match product type and launch phase to influencer type
• Following is a non-exhaustive selection of potential launch types, with sample influencer types and desired outcomes for each launch phase
Every product launch is different
Copyright © 2013 Appinions. All rights reserved. 13
Launch Example: Tablet • Launch Type: Launching a new product for a brand (in
same industry sector) • Product Examples: Tablet (for computer manufacturer)
Launch Phase Influencer Type(s) Desired Outcomes
Pre-launch • Consumer influencers & tastemakers
• Provide endorsement which lessens risk to other consumers
Launch • Traditional & digital media • Spread launch information rapidly
Post-launch • Consumer influencers & tastemakers
• Product feedback to inform customer service, support, ongoing marketing, and future versions of the product
• Potential influencer activations: – Build dream focus group composed of influential amplifiers to test product proposition and early designs
– Solicit pre-launch press coverage from the most influential sources
– Optimize traditional media plan with focus on most influential outlets
– Activate influencers in primary launch markets to support local events
– Solicit product reviews on most influential review sites from influence clusters
– Engage digital influencers to create lifestyle content around the product and brand (blogs, video, images)
Copyright © 2013 Appinions. All rights reserved. 14
Launch Example: Movie Sequel • Launch Type: Launching a line extension, or second
generation of a product • Product Examples: Movie sequel
Launch Phase Influencer Type(s) Desired Outcomes
Pre-launch • Key consumer influencers from initial launch
• Key consumer influencers from initial launch • Buzz building amongst target audience
Launch • Traditional & digital media • Consumer influencers &
tastemakers
• Validation of the extension or new version • Value/use cases for extension or new version
• Potential influencer activations: – Screen rough cut with focus group of influencers for expert feedback
to inform marketing efforts
– Determine online media spend reflecting influential online outlets in topic areas
– Invite influencers to local screenings for amplification of launch weekend
– Provide social engagement opportunities, including hashtag and sharable content
Copyright © 2013 Appinions. All rights reserved. 15
Launch Example: Social Network • Launch Type: Launching into a new marketplace • Product Examples: New social network
Launch Phase Influencer Type(s) Desired Outcomes
Pre-launch • Consumer influencers & tastemakers
• Employees & executives
• Traditional & digital media
• Viral pass-along amongst desired target market
• Validate rationale for market entry and provide differentiation points to consumers and media
• Validate product with trusted authority story(ies)
Launch • Consumer influencers & tastemakers
• Traditional & digital media
• Amplify launch amongst desired target market
• Spread news of launch as broadly as possible
Post-launch • Employees & executives
• Traditional & digital media
• Validate launch with growth and engagement information
• Continue news of product momentum
• Potential influencer activations: – Exclusive story to traditional or digital media influencer – Pre-launch benefits for influencers: invitations, early access, launch events – Provide social engagement and viral pass-along opportunities
NEWAPP
Copyright © 2013 Appinions. All rights reserved. 16
Launch Example: Consumer Pharmaceuticals • Launch Type: Launching within a government-regulated
product category • Product Examples: New drug
Launch Phase Influencer Type(s) Desired Outcomes
Pre-launch • Analysts & academics
• Government agency personnel
• Statements on product validity or effectiveness
Launch • Employees & executives
• Traditional & digital media
• Statements for media
• Coverage of product launch
• Potential influencer activations: – Engage academics or industry analysts as spokespeople
– Provide executives for media coverage
Copyright © 2013 Appinions. All rights reserved. 17
Other types of product launches • Launch Type: Launching highly complex products for
general consumers
Launch Phase Influencer Type(s) Desired Outcomes
Launch • Traditional & digital media • Consumer influencers &
tastemakers
• Provide tutorials or ease-of-use statements
• Launch Type: Highly competitive, closely-watched product categories (electronics, digital products, entertainment)
Launch Phase Influencer Type(s) Desired Outcomes
Pre-launch • Employees/executives • Provide guidance on product strategy, rollout plans; validating new marketplace
Launch • Traditional & digital media • Consumer influencers &
tastemakers
• Validate product features & functionality and lessen risk to consumers
Post-launch • Employees/executives • Provide product launch results and future plans
Copyright © 2013 Appinions. All rights reserved. 18 18
Enjoyed this eBook? Spread the word!
Share this ebook
top related