Product launch best practice

Supporting your Product Launch from Buzz through to Conversion and beyond

Launch Best Practise

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Google Confidential and Proprietary

Launch to Success

•  Launches and Promotion •  Build awareness and demand

•  Demand to sales

•  Optimize strategy for maximum impact

•  Loyalty and Retention •  Power of remarketing

•  Scale of network

•  Up-sell and cross-sell

•  Reduce churn

2


Launch is meant to be big

Objective

Big, broad awareness that drives sales

3


What a typical Launch looks like

Interest

Time 4


37%

30%

39%

Source: iProspect, “Offline Channel Influence on Online Search Behavior”. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.) RAB Word of Mouse Study.

20%

40%

iProspect and the RAB estimate that 67% of

online searchers are driven to search by an

offline channel


How can a Digital Strategy elongate your product launch?

Launch and Fade PR, Launch and Sustain

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Phase 1 Build

Phase 2 Capture

Phase 3 Elongate and Learn

Putting Digital in to your Launch Strategy


Phase 1: Build and capture awareness by touching as many prospects as possible as quickly as possible, creating buzz and consideration


Be greater with data


Campaign Overview and Goals

Campaign Overview: •  Google launches its first ever Super

Bowl commercial, “Parisian Love”, during Super Bowl XLIV.

•  The TV spot was complemented with a highly targeted and synchronized online and mobile media campaign.

Goals: •  Strengthen the brand identity of

Google through mass awareness of the Search On campaign.

•  Drive online views of Parisian Love

* Source: Nielsen

Video: Parisian Love


Campaign Strategy: Integrated Multi-Channel Approach

•  Identified channels to capture people who were online and on their phones duringthe game and the following day, looking for stats, memorable moments and commercials

•  Synchronized ads with airing of TV spot to achieve surprise


Campaign Results: Reach and Online Views

110MM+ Viewers watched the Super Bowl this year, making it the highest viewed TV program of all time.

44% of views driven by online ad clicks

* Source: Nielsen 2010; Adwords ICS

473MM+ Impressions 80,000 Site Placements within 36 hours following spot

Super Bowl Sunday, Feb 7 Monday, Feb 8

Direct Navigational and Other Sources

Online Clicks (Content Network)

Online Clicks (Search)

Total Online Views of Parisian Love by Referral Source

Super Bowl Commercial Airs


Phase 2: Capture the demand and convert in to sales



Online-to-Store Test: Strategy

1.  Select a representative test group of 94 stores across 5 geographic clusters

2.  Remaining stores serve as a control pool and receive normal levels of spend

3.  Measure the incremental sales lift in test clusters compared to matched set of control stores from control clusters

Our Focus: measure the in-store sales impact of search advertising

Demonstrate the effect of search advertising on in-store sales using a robust test vs. control approach

Test Regions

Google Confidential and Proprietary 16

Result 1: Footfall Impact

£53k additional investment drove 27K incremental visitors over the 8 weeks of the test

page 16


Result 2: Units Impact

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27K additional visitors bought an extra 1200 units

*£53k/1200 units = £44/unit

page 17


Phase 3: Lower cost per acquisition while elongating and growing sales over long term



Lower your cost of sales

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Elongating sales beyond the click

GOOGLE CAMPAIGN INSIGHTS •  Measurement beyond clicks and conversions, so you can see the incremental lift in

searches and site visits directly attributable to your online display campaign.

Online Behavior •  Total (exposed) activity

•  Incremental searches

•  Incremental traffic

•  Brand Uplift


Elongating Impact

Example: Visits to Advertiser’s Website

Time

Incremental visitation (i.e.,

the difference) is due to online

campaign tested

Test and control groups are matched for behaviors. Both groups are exposed to similar noise.

Lift in visits in control group shows lift from

offline campaign

Offline campaign starts

Site

vis

its

Online campaign starts.

Visits from control group

Total visits from test & control visitors

1

2

3

4


Interest

Time

What a Digitally Planned Launch could achieve

23


2010 has been a Transformative year for launching consumer electronic devises


What can you do in 2011 to be heard?

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Documents

Product launch best practice