boost your product launch with influence marketing {ebook}

Copyright © 2013 Appinions. All rights reserved. 1

Boost Your Product Launch With Influence Marketing


The problem with product launches is…

Merely 2 out of 10 products launched in the U.S. succeed.

– Douglas Van Praet, Fast Company

=


The typical solution to product launches is Mass Advertising

ads are better for awareness than credibility However, only 18% of consumers believe ads -


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


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


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!

http://appinions.com/whitepapers/marketing-through-trust-leveraging-influence-in-the-consumer-purchasing-process/


Influence marketing leverages relationships to reach your target audience

Product Influencers

One-to-Many Marketing 3rd Party Endorsement vs.

Customers

Traditional Marketing Influence Marketing


INFLUENCE MARKETING PROCESS FOR PRODUCT LAUNCH


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


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.


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

abbotw

Cross-Out


•  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


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)


Launch Example: Movie Sequel •  Launch Type: Launching a line extension, or second

generation of a product •  Product Examples: Movie sequel


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


Launch Example: Social Network •  Launch Type: Launching into a new marketplace •  Product Examples: New social network


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


•  Amplify launch amongst desired target market

•  Spread news of launch as broadly as possible

Post-launch •  Employees & executives


•  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


Launch Example: Consumer Pharmaceuticals •  Launch Type: Launching within a government-regulated

product category •  Product Examples: New drug


Pre-launch •  Analysts & academics

•  Government agency personnel

•  Statements on product validity or effectiveness

Launch •  Employees & executives


•  Statements for media

•  Coverage of product launch

•  Potential influencer activations: –  Engage academics or industry analysts as spokespeople

–  Provide executives for media coverage


Other types of product launches •  Launch Type: Launching highly complex products for

general consumers



tastemakers

•  Provide tutorials or ease-of-use statements

•  Launch Type: Highly competitive, closely-watched product categories (electronics, digital products, entertainment)


Pre-launch •  Employees/executives •  Provide guidance on product strategy, rollout plans; validating new marketplace


tastemakers

•  Validate product features & functionality and lessen risk to consumers

Post-launch •  Employees/executives •  Provide product launch results and future plans

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boost your product launch with influence marketing {ebook}

Business

inuencer marketing

new media

launch video

targetwith inuencers

sources product information

inuencer candyfeed

outreach plan

new products