Post on 27-Jan-2015
description
Supporting your Product Launch from Buzz through to Conversion and beyond
Launch Best Practise
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Google Confidential and Proprietary
Launch to Success
• Launches and Promotion • Build awareness and demand
• Demand to sales
• Optimize strategy for maximum impact
• Loyalty and Retention • Power of remarketing
• Scale of network
• Up-sell and cross-sell
• Reduce churn
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Google Confidential and Proprietary
Launch is meant to be big
Objective
Big, broad awareness that drives sales
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Google Confidential and Proprietary
What a typical Launch looks like
Interest
Time 4
Google Confidential and Proprietary
37%
30%
39%
Source: iProspect, “Offline Channel Influence on Online Search Behavior”. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.) RAB Word of Mouse Study.
20%
40%
iProspect and the RAB estimate that 67% of
online searchers are driven to search by an
offline channel
Google Confidential and Proprietary
How can a Digital Strategy elongate your product launch?
Launch and Fade PR, Launch and Sustain
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Google Confidential and Proprietary
Phase 1 Build
Phase 2 Capture
Phase 3 Elongate and Learn
Putting Digital in to your Launch Strategy
Google Confidential and Proprietary
Phase 1: Build and capture awareness by touching as many prospects as possible as quickly as possible, creating buzz and consideration
Google Confidential and Proprietary
Be greater with data
Google Confidential and Proprietary
Campaign Overview and Goals
Campaign Overview: • Google launches its first ever Super
Bowl commercial, “Parisian Love”, during Super Bowl XLIV.
• The TV spot was complemented with a highly targeted and synchronized online and mobile media campaign.
Goals: • Strengthen the brand identity of
Google through mass awareness of the Search On campaign.
• Drive online views of Parisian Love
* Source: Nielsen
Video: Parisian Love
Google Confidential and Proprietary
Campaign Strategy: Integrated Multi-Channel Approach
• Identified channels to capture people who were online and on their phones duringthe game and the following day, looking for stats, memorable moments and commercials
• Synchronized ads with airing of TV spot to achieve surprise
Google Confidential and Proprietary
Campaign Results: Reach and Online Views
110MM+ Viewers watched the Super Bowl this year, making it the highest viewed TV program of all time.
44% of views driven by online ad clicks
* Source: Nielsen 2010; Adwords ICS
473MM+ Impressions 80,000 Site Placements within 36 hours following spot
Super Bowl Sunday, Feb 7 Monday, Feb 8
Direct Navigational and Other Sources
Online Clicks (Content Network)
Online Clicks (Search)
Total Online Views of Parisian Love by Referral Source
Super Bowl Commercial Airs
Google Confidential and Proprietary
Phase 2: Capture the demand and convert in to sales
Google Confidential and Proprietary
Google Confidential and Proprietary
Online-to-Store Test: Strategy
1. Select a representative test group of 94 stores across 5 geographic clusters
2. Remaining stores serve as a control pool and receive normal levels of spend
3. Measure the incremental sales lift in test clusters compared to matched set of control stores from control clusters
Our Focus: measure the in-store sales impact of search advertising
Demonstrate the effect of search advertising on in-store sales using a robust test vs. control approach
Test Regions
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Result 1: Footfall Impact
£53k additional investment drove 27K incremental visitors over the 8 weeks of the test
page 16
Google Confidential and Proprietary
Result 2: Units Impact
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27K additional visitors bought an extra 1200 units
*£53k/1200 units = £44/unit
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Google Confidential and Proprietary
Phase 3: Lower cost per acquisition while elongating and growing sales over long term
Google Confidential and Proprietary
Google Confidential and Proprietary
Lower your cost of sales
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Elongating sales beyond the click
GOOGLE CAMPAIGN INSIGHTS • Measurement beyond clicks and conversions, so you can see the incremental lift in
searches and site visits directly attributable to your online display campaign.
Online Behavior • Total (exposed) activity
• Incremental searches
• Incremental traffic
• Brand Uplift
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Elongating Impact
Example: Visits to Advertiser’s Website
Time
Incremental visitation (i.e.,
the difference) is due to online
campaign tested
Test and control groups are matched for behaviors. Both groups are exposed to similar noise.
Lift in visits in control group shows lift from
offline campaign
Offline campaign starts
Site
vis
its
Online campaign starts.
Visits from control group
Total visits from test & control visitors
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2
3
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Google Confidential and Proprietary
Interest
Time
What a Digitally Planned Launch could achieve
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2010 has been a Transformative year for launching consumer electronic devises
Google Confidential and Proprietary
What can you do in 2011 to be heard?
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