Presented at Microsoft Academy 24th July 2013 Your product is almost ready and you need to spread the word to kick start the sales cycle, but how, what, when, where... and at what cost? Presentation covers the marketing essentials for any product launch and marketing campaign.

1. Clearing the marketing
fog on product launches
24 July 2013

2. www.billycina.com

3. Product launches,
Some numbers

4. Forbes*
250,000 product launches annually
66% fail within 2 years
96% fail to make ROI
*Source: http://www.fastcompany.com/1829483/8-ways-ensure-your-new-product-launch-succeeds

5. This means,
(If) 1% relevant
2500 = product launches
66% = 1650 fail
96% = 2400 fail to make ROI
~100 succeed

6. Why*
1. Company readiness for growth
2. Product falling short on expectations
3. Too niche
4. Consumer education required
5. No market for revolutionary product
Source: http://hbr.org/2011/04/why-most-product-launches-fail/ar/3

7. For
start-ups
this also
means

8. Marketing,
Some ground rules
Provide a cure for a real pain point
1
Agree on concise and realistic
objectives2
Prepare for a marathon
3

9. Do yourself a favour and
Forget about

10. Do yourself another favour and
Accept

11. Price tag: How much
will I pay
Successful launch
Process: How do I
get it
Backing: Who am I
buying from
Attention: Where did I see
that; great offer?
Reassurance: Who else is using it
& what for
Answer,
Target audience questions
Purchase: Where can I
get it
Value: What is it & why do I need it

12. SaaS
Product &
Marketing
Together forever

13. Case Study

14. October 2012
New product launch
Cloudyn’s first ‘real’ campaign

15. Mission
Pain-point: Waste / over-spending
1
Objectives: Launch new tool, reach
100+ registrations2
Marathon: 3 month staged campaign
3

16. How
Focus on one tool only
1
Registrations are the goal
2
Targeted campaign, modest budget
3

17. Target audience
Extensive work on messaging,
definition and creative for:
The Reserved Instance Calculator
Target audience
AWS customers
Annual spend >$50,000
North America
IT Managers, CTOs

18. Website
takeover

19. Online
adverts

20. ~30 x PR
briefings, 10+
Infographics
4 Industry events

21. 2nd stage

22. What else….
3 x Webinars
1 x Prompted online assistant
Social media – weekly blogs, Twitter, Linked-in
2nd phase, partner release

23. Product &
Marketing
Together forever

24. Results
175 new registrations
+60% visitors
+92% unique
15 articles
………….Next phase underway………

25. Budget
$20,000
60%:40%
advertising : creative

26. To conclude
Time, resources, planning, largest investment
Soft launch first, always recommended
Know your industry and leverage off events
Good marketing always requires a cocktail
Go small and focus, regional and/or vertical

27. Thank you
www.billycina.com
054-6515565 |billy@billycina.com