The Product Launch. Game On! 2008/09 Marketing Communications college
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1 The Product Launch Game On! 2008/09 Marketing Communications college
2 What we ll do in this hour!! Learn (a little) about me!! Learn the essentials about communication!! Get acquainted with the different communication tactics!! Look at a product launch
3 Me!! Lori de Paauw!! 2 Kids: Eva 9, Sam 6!! 15 years of marketing and marcom experience!! Started teaching in 2005!! IAM subjects!! UCD!! Marketing!! Ondernemen
4 What is effective communication?
5 IAM
6 The linear model of communication Sender creates message Sender s World Receiver s World Receiver decodes message Feedback
7 So, what does that all mean?!! It means that we (as marketing communications people) want to use!! Multiple media channels!! Different communication techniques!! Repetitive messaging!! It means we want to target and repeat, repeat and repeat our marketing messages.
8 The MARCOM toolbox Advertising Sales Promotion Media Direct Marketing Target Audience Media Public Relations Personal Selling
9 What do you want to achieve with your communication? Buyer Readiness Stage Merkbekendheid Merkkennis Attitude Preferentie Kennis, cognitie Attitude, affect Intentie Aankoop Gedrag, conatie
10 Communication always has a goal!! Sometimes it s to make your target group aware of your product!! Sometimes it s to create a preference for your product!! Sometimes it s to generate more sales for your product!! Sometimes it s all of the above!! Make sure you set goals for your launch plan!
11 Example of product launch
12 Ryzwear.com
13 Some background!! Founded by a group of ex-industry sneaker geeks who believed in a better way!! Launched in June 2008!! Uses the concept of crowdsourcing!! Designed by You. Produced by Us.!! Monthly contests for designs. Winners $ royalties
14 IAM How did they launch?!! The pre-launch contest communication!!!!!!!! Posters communicating contest for shoe design marketing Picked up by bloggers, created buzz Local art schools participation!! The launch party on June 26th, 2008!! Press coverage (Oregonian, San Francisco Chronicle)!! Sponsored!! Announcement of winners by trendsetter panel!! The business model - product design!! Thousands of designers!! Social networking, open-source design and viral marketing!! Understand consumer purchasing!! The commercial You Tube!! The community!! Blogging, social networks!! Community based voting
15 How will you launch your Game?
16 Your product launch!! Your goal is to develop a launch plan for your game!! You need to stand out and get attention!! You need to get votes!! You have a table the rest is up to you!!! Be careful though -- you also need to follow the house rules or your team will be disqualified.
17 Some tips!! Keep your goal(s) in mind when developing the plan!! Know who your trying to communicate with at each communication moment!! This is not necessarily your target group.!! Sometimes communication is aimed at others involved in the buying process, like the press or parents.!! Choose media that is relevant for your target group(s)!! TV, magazines, websites!! Use a variety of tools from the MARCOM toolbox!! multi-media / cross-media campaigns!! Keep the momentum going, orchestrate the communication moments to continuously reach your target group(s)
18 And finally!! Have Fun!!! Marketing is a creativity activity enjoy it!
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