Product Launch Timeline
1
1. 2. 3. 4. 5. 6.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
Product Negotiations & Legal Targeting and Positioning Product PrototypingTest Product Factsheet & Sales kit Collaterals Competitor Analysis Product Manufacturer & Distributor, Sourcing
Phase 1
Product Development* 1. 2. 3. 4. 5. 6. 7. 8.
Months Aug 2022
5
Distribution strategy Pricing strategy Promotion strategy Marketing strategy Advertising strategy Influencer strategy Content strategy Product deal inked
Phase 2
*Timeline estimation. Assumption: Product started manufacturing. No changes to design.
End Sep 2022 Press Release 01 18. E-Commerce Store In-store Displays & Advertising - Prep Sourcing Landing Page setup - Prep 19. Public Relations Social Media posts Social Media Advertising - Prep E-newsletter design - Prep Digital Advertising - Prep Influencer Advertising (x04) 01 - Prep & Launch ATL Advertising (MRT) / TVC Ads booking (x02) - Prep Radio Commercials booking (x02) - Prep Promotion video In-house — Prep Co-promotion Marketing - Prep Sale Kit - Prep Product Changes - Prep Manpower allocation Promotion events booking / TBD SEO Adjustments
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
Phase 3
Months Sep 2022 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
4
Months Oct 2022
3
Months Nov 2022
Early Oct 2022 Press Release 02 18. E-Commerce Store In-store Displays & Advertising booking Setup Landing Page Launch 19. Public Relations Social Media posts Social Media Advertising 01 Email Marketing/Promotion 01 Digital Advertising 01 Influencer Advertising 02 ATL Advertising (MRT) / TVC Ads Production Radio Commercials Production Promotion video In-house 01 Early Bird Promotion Discount Co-promotion Marketing Launch Sale Kit delivery Product delivery Promotion events setup x02 /TBD SEO Adjustments
Phase 4
Mid Nov 2022 Press Release 03 In-store Displays & Advertising setup Pilot/Soft Launch event / TBD Web update / Website / Landing Page Social Media posts Social Media Advertising 02 Email Marketing/Promotion 02 Digital Advertising 02 Influencer Advertising 03 ATL Advertising (MRT) / TVC Ads 01 Radio Commercials 01 Promotion video In-house 02 Promotion Launch Discount Co-promotion Marketing Sale Kit delivery to Media & Influencer Product Showcase Promotion events 01
18. IMDA Advertising / TBD 19. SEO Adjustments 20. E-Commerce Store Launch (exclusive) 21. Public Relations
Phase 5
Weeks Prior
2 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
3
Launch Dec 2022 Week Prior
1
Early Dec 2022 Press Release 04 18. Public Relations In-store Displays & Advertising Launch Hard Launch event / TBD Social Media posts Social Media Advertising 03 Email Marketing/Promotion 03 Digital Advertising 03 Influencer Advertising 04 ATL Advertising (MRT) / TVC Ads 02 Radio Commercials 02 Promotion video In-house 03 Promotion Launch Discount Co-promotion Marketing Product Showcase Promotion events 02 SEO Adjustments E-Commerce Store Launch (exclusive)
Phase 6
Marketing Activities Timeline
2
SEM Jul Audit
Drip Campaign Overview
1/10/22
2022 Content
Aug
Sep
Oct
Posts & Ad Development
01/12/22
1/11/22
Nov
Dec
Content Creation Social Media & Engagements
Newsletter Design, Setup & Promotion
Newsletter Promotion Other Collaterals: Write, Design & Publish
Paid/Organic Search
Advertising Design & Setup Analytics Implementation
Competitive Analysis On – Site Improvements
Keyword Research AdRoll Campaign Iteration Digital Display Advertising ATL Advertising Email Marketing
Email Marketing
In Trial
Conversion Initiative #4
A/ B Message Testing
Onboarding Optimization
Social Media
Social Media Posts & Ads Influencer Outreach Program
Lifecycle Goal:
New Traffic
Lead Nurture
Conversion
5 month Product Developmental Cycle
Increase Product Viability
Marketing Strategy – Customer 7 Touch-points Journey * Cookie settings are very critical in terms of digital advertising. The user is shown ads dependent on their browsing history including social media preferences.
A derivative of the AIDA model analysis. Start of Digital Marketing Funnel incorporating Taboola Ads.
Customers
Email Marketing using Mailchimp
Customers are convinced about the product. Research has shown that consumers are more likely to purchase if an influencer they follow recommends the product.
Re-Marketing Customer reengagement, loyalty programs, exclusive promotions, members only events.
Digital & Social Media Marketing Flow Chart
Introductory New Members Drive Promo: 1. Free Signups 2. Free E-Book (1) 3. Membership Points
+
+
Taboola is one of the world’s most used advertising platforms that can be seen even in China.
Customer Category 1: Marketing Stage: Awareness - New Customers
1. 2. 3. 4. 5. 6.
Interest & Action Phase Promo: Purchase w Purchase Increased Membership Points Game - Earn points to offset purchases / Inbuilt into Opencart System Birthday Month - Perks Festive Promotions Ad-Hoc Promotions
Customer Category 2: Marketing Stage: Interest - New Customers but aware of products. Displays slight interest.
Interest & Action Phase Promo: 1. Purchase w Purchase 2. Increased Membership Points 3. Game - Earn points to offset / Inbuilt into Opencart System 4. Birthday Month 5. Festive Promotions 6. Ad-Hoc Promotions
Customer Category 3: Marketing Stage: Action - Customers bought products but do not spend much.
It functions in a similar way to Google’s GDN Ads.
The following is a chart breaking down the process of digital marketing and how it works. It also shows the types of digital marketing types. On the left is an advertising flow chart.
Re-Marketing
Product Lifecycle Chart
5
Maturity & Saturation
Slope Step: High Growth Slow Growth Period: War on market share, Margin & growth Acceptable, More Players
Slope Flat : Ceiling Effect Maturity Period Maturity Period: Keeping market Share, Managing Profits, Steady Survival
Competition Ready Players few survivals Profit lees and Ready Growth very low or zero Threshold high for batter
Slow Growth
• • • • •
Fast Growth
• • • • •
Pioneer Period
• • • • •
Competition face share what Players more & competitive Profit lees and not Ready KPIs Overview Growth just acceptable Brand Awareness Threshold lower for more Increase in Profits No. Of Sessions Engagements Increase in Likes / Followers Newsletter sign-ups Competition Player Players some than more Profit very affricative Growth very premiering Threshold possible for more KPIs Overview Customer Acquisition Cost Customer Lifetime Value Traffic / Downloads / Competition not clear Views / Engagements Players just a few Number of Visitors Profit very more Google Keywords Growth still slow Threshold high for technology
Fast Growth Period: Good margin & growth, threshold, More player
Pioneer period: adopted by geeks and Technology fans, for fewer players
Time for Product Adoption Launch Sep 2020
2022
KPIs Overview Sales Peak Profit Stagnation Customer Satisfaction No. Of Visitors / Traffic stagnation Shrunken No. Of Visitors
• • • • •
6
Product Sales & Profit Forecast - 5 Stages
Product Life Cycle Table
7
Project Management Flow
Project Live
8
Product KPIs Tracking
Social Media & Email Marketing KPIs Overview Likes & Follows Engagements Increase in Likes / Followers Newsletter sign-ups Email % of clicks, Opens
9
Product Facebook Advertising Guidelines
10
Product Facebook Advertising Types
11
Product Facebook Advertising Types
12
Product Facebook Advertising Types