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New Product Launch on a Shoestring
Barry Doctor, Product Marketing [email protected] Twitter @bdoctor
#pcampchiBlog: http://outsideinview.com/
Introduction
Twitter @bdoctor #pcampchi outsideinview.com
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?
Twitter @bdoctor #pcampchi outsideinview.com
If I can show you..
Twitter @bdoctor #pcampchi outsideinview.com
Twitter @bdoctor #pcampchi outsideinview.com
The Good “Old” Days…
Do you remember… We had big budgets Goal was to make a
splash
Twitter @bdoctor #pcampchi outsideinview.com
The “Old” Days…
Lavish launch events
Anything creative to get the word out
Twitter @bdoctor #pcampchi outsideinview.com
The “Old” Days…
Those days are gone
So, why has it changed?
Twitter @bdoctor #pcampchi outsideinview.com
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
Twitter @bdoctor #pcampchi outsideinview.com
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
Twitter @bdoctor #pcampchi outsideinview.com
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
Twitter @bdoctor #pcampchi outsideinview.com
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
Twitter @bdoctor #pcampchi outsideinview.com
So what do I do now?
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Back to basics
Who is your customer persona?
Twitter @bdoctor #pcampchi outsideinview.com
Back to basics
What is your clear, concise marketing message?
Twitter @bdoctor #pcampchi outsideinview.com
Back to basics
Select your marketing mix based on budget, message and persona
Twitter @bdoctor #pcampchi outsideinview.com
Back to basics
It can’t be about not marketing, it must be about using the small budget efficiently and effectively
Twitter @bdoctor #pcampchi outsideinview.com
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 [email protected] Twitter @bdoctor
Blog: http://outsideinview.com/