how to launch a company website a presentation by l taylor

THE LAUNCH OF COMPANY X

COMPANY WEBSITE: 2011

Louise Taylor

09/04/2023Company X | www.companyx.com 2

Overview IntroductionWebsite Launch ObjectivesThe Internet Marketing PlanThe E- Communications MixTechnical DetailsUK LegislationThe Launch DayWeb Analytics – Control &

Measurement

09/04/2023Company X | www.companyx.com

Introduction

Customer Satisfaction

Quality

CostDelivery

3

Following the merger of its two key areas of operation in the UK Company X anticipates the launch of its new website in December 2011.

A new Internet Marketing Plan has been devised by the Marketing Coordinator in order to drive all marketing and sales activity towards the launch of a new website.

The website will build a market leading brand for the manufacture of plant rooms and integrated systems in the UK.

“The Armstrong brand will deliver an end-to-end solution based on both quality, cost effectiveness

and will deliver a service second to none”

Steve Cooper; UK Managing Director


Website Launch Objectives Strategic Objectives

To provide a sustainable competitive advantage, and establish the company as a market leader through technical innovation and integrated systems.

Marketing Objectives To build a solid marketing infrastructure/framework To deliver a well planned and coordinated digital marketing campaign To coordinate all marketing communications To increase sales and profitability To build the Company brand To encourage interaction and participation for all stakeholders & customers To emotionally engage people To build relationships and loyalty To increase efficiency To streamline costs


“Perfect Planning Prevents Pathetic

Performance”

The Internet Marketing PlanISSUES TO CONSIDER

Phasing out the old website: The old website can be used to advertise the launch of the new website Ideas forum to accumulate ideas from customers

Segmentation and positioning; who will be the target market? Internet – Internal market? Intranet – company Stakeholders and internal staff? Extranet – suppliers /partners etc?

Timing: Launching the website on time; Project Management/implementation schedules

Resources: How big is the budget ? How much is the campaign going to cost? who is going to deliver it ?

Technical issues: Usability, Search Function/links/ etc...

Search Engine Optimisation (SEO) and Pay-per-click (PPC)

Content – is it desirable, current, interesting, relevant, interactive etc...

The E-Communications Mix: which media will be used to drive traffic to the website? Direct Marketing PR/E-PR, advertising, personal selling etc... Social Media – Set up accounts well in advance - encourage early participation & engagement

Legal Requirements and Legislation

Measuring and Monitoring performance


The E-communications MixThe traditional communication mix consists of advertising, public relations (PR), sales promotion and direct marketing. All of these techniques can be used to enhance digital marketing, e.g. for driving visitors to a the launch of a new web site. Digital communications has its own communication mix which consists of the following:

•Triggered Email campaigns

•Newsletters

•Flyers

Direct Marketing

•Social Networking Media

•Twitter, LinkedIn, U-Tube

Viral/Word of Mouth

•Radio

•Press Releases

•Blogs

PR and

E-PR

•Trade Exhibitions

• Key Account Management & Telesales

• Sales Visits, Networking Events

Sales and Personal Selling

•Search Engine Optimisation (SEO)

•Pay-Per-Click (PPC)

Search Engine Marketing


Technical Details Have a Scalable Web Server Resource

Don’t risk having your website crash and your launch day ruined because of a shoddy web server – find a web hosting Soln. to suit the project.

Triple check that all technical systems work i.e. Hyperlinks, contact forms, email accounts

Feedback from Early Adopters Ask Initial visitors to give you their feedback – they will be

critical and will help uncover bugs and give you suggestions for future improvements.


UK Relevant LegislationThe website must conform to a number

of different pieces of legislation, e.g.: Sex Discrimination Acts/Race Relations Act - no discrimination of

sex, marital status, colour, race, ethnic origin Indecent Advertisements/Obscene Publications Act -

Obscene/indecent material Unsolicited Goods & Services Acts/ amendments - regulation of

items sent by direct mail The Fair Trade Act/Control of Misleading Advertisements

Regulations - OFT can prosecute if you mislead in marketing communications

Consumer Protection from Unfair Trading Regulations 2008 (known as the CPRs)

Data Protection Act 1998 – safeguards the public from abuse in the collection/ storage/ usage and distribution of personal information

Copyright - Copyright, Designs and Patents Act 1988


The Launch DayAll planning has lead up to this

important day. Technical checks and pilot test have

been carried out.Content has been well researched and

is up to the minute, topical and has sufficient impact for an this event of this significance.

Marketing Activities are timed to support and promote the launch.


Celebrate your Success

Invite your internal staff, key sales people and customers to a launch party!

Video the party and run on U-Tube or as an online video to promote the launch for the following weeks.

This will provide an excellent networking opportunity, generate business leads and reward staff for their hard work.


Web Analytics – Control & MeasurementThe online environment creates excellent opportunities for measurement and

evaluation. Web analytics can produce the following information Web site visits by the minute in real-time. The source of every visit, including where visitors were immediately before a

visit. The pages visited and the sequence Information about visitors Open and click-through rates.

Costs can be accurately forecasted, measured and controlled

Variety of tools are available including: Google - and can be as simple or as sophisticated as required. Google

Analytics and Click through rates Omniture

Analytics can provide essential information on the customer journey, customer behaviour and experience. It can provide both tactical data and strategic information for a long-term perspective.


Create Awareness

Capture Customer

Information

Optimise the Customer

ExperienceAdd value

Continually Improve

Encourage

purchase

Provide a reason to

return

Re-assess

target & focus

Drive Traffic

Obtain data

Measurement and performance is a cyclical process for continuous improvement so don’t worry if it isn’t right first time!

how to launch a company website a presentation by l taylor

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