Customer Profile & Marketing PlanCE 2.5: Customer Profile & Marketing Plan

Daniela Axinte and Mary Keany2015/2016

Topics for discussion

• How customers make choices

• Customer profiles• Marketing Plan• Product Launch• Post- launch events

Flickr Robert S. Donovan

Marketing Plan Components

• Market research• Target market• Customer profile• Competitive landscape• Product description and pricing• Product launch• On-going marketing activities

THE ELEMENTS OF SUCCESSFUL LAUNCH

Timing

Timing is EVERYTHING!

Too early

Release date announced + product not ready =

Upset customers

Missed Opportunities

Lost Competitive Advantage

Too late

Waiting too long =

Slower sales ramp-up Missed Opportunities

Lost Competitive Advantage

Just right

Meeting the target =

Competitive Advantage

Increased SalesHappy Customers

Message

Unclear, confusing vs. Clear, memorable

1,000 songs in your pocket

No more late fees. The start of more.

Multi-channel launch

Industry

event

Website page and

announcement

Industry blogs,

publications

Targeted campaign

Press event

Webinars

Technical paper presentations

Customer Demos

Road shows

Successful Product Launch

PRE-RELEASE ACTIVITIES(4 TO 6 MONTHS BEFORE THE RELEASE)

Develop the message

Message

Tag line

Elevator

pitch

Value propositi

on

Key Differentiat

or

Test the message

Test• Sales force

Test•Current customers

Test•PartnersFe

edba

ck &

Re

finin

g

Develop collateral material

• Product brochureBrochure

• Technical• Whitepapers• General public

Articles

• Internal presentation• External presentationPresentations

• Product video (if possible)Video

Develop the technical documentation

• Users manual• Any relevant information for the

users (FAQ’s, etc.)Users Manual

• Standard offer packageTendering

• Standard pricing• Create introductory offer

Pricing

Develop the demo script

• Identify 3 types of audiences• Identify 3 to 5 scenarios for each type of

audience• Create a scrip for each of the scenarios

Demo script

• Test in front of an internal audience several times

• Record demo• Get feedback

Test

• Practice often• Incorporate feedback• Practice again

Practice

Reach out to prospective customers

• Product introduction newsletter to current customer and prospectsNewsletter

• Announcement on customer forum (if one exists)

• Blog post on customer forum

Customer Forum

• External webinar to current customers• External webinar to prospects• External webinar to third parties

Webinar

Train the sales force

• Presentation to customers• Q&A (to ask the customers and

what customers might ask) Internal Material

• Internal webinar• Demo Webinar

Identify and train partners

• Identify 1 to 3 partners to pitch the product to

Partner selection

• Webinar• Customer presentation• Collateral

Partner training

• Identify 3 to 5 sales targets to pitch the product jointlyJoint Sales Calls

RELEASE (1 MONTH BEFORE AND THE MONTH OF THE RELEASE DATE)

Generate online content

• Product pageWebsite

• Request for review• Announcement

Influencers: blogs, publications

• External webinarWebinar

• 30-second video to be posted on the websiteVideo

Press and events

• Product release• Joint customer release (if applicable)Press releases

• Create a list of events we want to showcase the product at

• Create a budget for all the eventsEvents

• Identify the most relevant and most well-attended event we can invite the press at for an official product launch

Press event

• Pitch the product to industry press Press reach

Involve key influencers

• Customers• Industry experts• Media

Identify the key influencers

• Participate in joint presentations with the key influencers

• Have a joint press release on the topic being presented

Joint presentations

• Record (video or text) customer testimonials on participating in the development of the product

Testimonials

Generate leads

• Identify the potential customers who might be interested in the productSales force

• Take the show on the road• Do customer demos• Hold regional customer events

Road Shows

• Purchase relevant mailing lists• Send invitations to external webinar• Send newsletter of the product

release

Mailing lists

POST-RELEASE (ONGOING FOR THE 6-12 MONTHS FOLLOWING THE RELEASE)

Continue to generate support

• Write customer case studiesCase studies

• Record (video or text) customer testimonials on using the product

Testimonials

Continue to generate momentum

• New customers using the product• Whitepapers• Case studies

e-mail and online updates

• Industry events• Standards and professional

organizationsTechnical

presentations

• Periodic webinars to prospects, consultants, and partnersWebinars

• Technical articles in industry publications• General interest stories on the use of the

project or customer success storyMedia

Topics discussed

• How customers make choices

• Customer profiles• Marketing Plan• Product Launch• Post- launch events

Flickr Robert S. Donovan

About PACE-IT Program

This workforce solution was 100 percent funded by a $3 million grant awarded by the U.S. Department of Labor's Employment and Training Administration. The solution was created by the grantee and does not necessarily reflect the official position of the U.S. Department of Labor. The Department of Labor makes no guarantees, warranties, or assurances of any kind, express or implied, with respect to such information, including any information on linked sites and including, but not limited to, accuracy of the information or its completeness, timeliness, usefulness, adequacy, continued availability or ownership. Funded by the Department of Labor, Employment and Training Administration, Grant #TC-23745-12-60-A-53.PACE-IT is an equal opportunity employer/program and auxiliary aids and services are available upon request to individuals with disabilities. For those that are hearing impaired, a video phone is available at the Services for Students with Disabilities (SSD) office in Mountlake Terrace Hall 159. Check www.edcc.edu/ssd for office hours. Call 425.354.3113 on a video phone for more information about PACE-IT Program. For any additional special accommodation needed, call SSD office at 425.640.1814. Edmonds Community College does not discriminate on the basis of race; color; religion; national origin; sex; disability; sexual orientation; age; citizenship; marital or veteran status; or genetic information in its programs and activities.