10 Day Marketing & Launch Strategy

10 Days of Marketing Magic!

www.sandboxpm.com

I’m an award-winning product strategist, CEO of

Sandbox, speaker, published author and positive

instigator. I have over 20 years achieving

amazing results in bringing ideas and products to

market in the high-tech, music and retail

industries.

Sandbox PM, an idea to launch company

provides all sizes of organizations with support

and services from idea through to launch.

10 Days of Marketing Magic

Copyright ©2012 Sandbox PM. Reproduction in whole or part is not permitted without expressed written consent.

Attendees can receive

10 Day Launch Strategy Email Series

An AMAZING offer exclusive to webinar

Attendees to attend our 3.. 2..1.. Launch

BOOTCAMP!



The 10 Days of

Marketing Magic will

give you:

Practical tools &

techniques to launch

your product.

Tested & proven

strategies which are part

of the Sandbox

MethodologyTM

A reusable sustainable

practise n to put in place for every launch



Day 1

The “Perfect Fit” Customer



When your cupboards are bare:

Temptation to fill them is great!

Investors are saying GET REVENUE

Employees & contractors need to get

paid

Operations costs & bills are piling up

Spouses & partners are saying dreams are

great but “Where is the money?”



Extreme Customer Targeting

Benefits of extreme targeting the “Perfect

Fit” Customer:

• Ideal customers attract more like them

• Services & products are valued &

appreciated

• You will be paid well for the value you

deliver

• Your customers will be your evangelists



Day 1 Action Items

Identify your “Perfect fit” customer

Validate your assumptions with:

Existing customers/prospects

Inner circle

Mentors / Advisors

Ensure that all copy, positioning &

packaging appeals to this “Perfect Fit”

customer.



Day 2

Key COMPELLING Messages



People who like you, will

listen to you.

People who trust you, will do

business with you.



Key Compelling Messages

What does your company do?

What problem does your product solve?

Why your product and not anyone else's?

Why should someone care? Test the “So

What?!?” Threshold.

What is your call to action to continue the

conversion & convert to a customer?

TIP: Pre authored messaging is a great start but one size doesn’t fit all.

Customize your message ALL the time – No one like’s to be copy & pasted!



Messaging that works!

Positive messaging always wins over

negative, competition bashing or FUD.

Evidence based, and compelling facts.

Social Proof – endorsements, testimonials,

recommendations & reviews

TIP: If you don’t believe your messaging, who will? Make sure you are confident

and consistent in every message you deliver in text, video & in person!



Day 2 - Action Items Create your key messages Validate them with your circle

Tune messages based on feedback

Use messaging consistently for: Introductions

Media pitches

Customer pitches

Analyst discussions

Partnership presentations

Conferences

Collateral & Leave Behinds



Day 3

Customer Testimonials &

Revenue



The Chicken & the Egg

You need Customers to get Testimonials

You need Testimonials to get Customers



“But its not about the money

.”

Actually…it is!



If you aren’t profitable, you are

running a hobby, not a

business.



Anatomy of a Soft Launch

Objective of a soft launch is to gently

introduce your product to:

Test Quality

Gain early feedback

Last minute updates/tuning

Obtain testimonials

YES – EVEN GET REVENUE!

TIP: Strive for customers BEFORE you launch. If not customers, early adopters

who are ready to buy on Day 1 of LAUNCH!



Soft Launch Participation Target a subset of your “Perfect Fit” customers

Be CLEAR with your expectations of soft launch participants Feedback within a specific period of time

Testimonial should they like the product

Attend launch events

Create a special incentive as an early adopter

Reduced price

Added value

Customer visibility



Day 4

The Price is RIGHT!



The Dark Art of Pricing

Research your

comparibles (10)

Will the market bear

your price?

Price High for High

Value & Exclusivity

Price Low for Volume

Add incentives for

quick revenue



Day 4 – Action Items

Are you a leader in your field – price your

offering higher than your competitors

New to your field, just launched – price

lower – INITIALLY with a gradual &

scheduled increase strategy

Crunch your numbers. How much money

do you need/want to make. Be honest.

Numbers don’t lie.



Day 5

Incentives, Offers, Urgency



The Offer Equation

Great Product / Service

Right Price

Added /Unique Value

Amazing Offer



Sense of URGENCY Exclusivity

Special offer for those in your inner circle Caché of being 1st to own/try/buy something new

Pre launch pricing Only available until launch day

Time sensitive value add 2 for 1 available today only

Bonuses Refer a friend Additional value

Unique Appeal Give one Gift one




Brainstorm on some great offers. Write

each of them down.

Schedule the availability of different offers

can go to different targets. It is all A O K.

Create a freebie to entice and attract

your Perfect Fit customer

MAKE THE OFFER!



Day 6

Your Marketing Plan



Your Plan!

Your Messaging, Pricing, Testimonials, Offers and fabulous product or service & put it into action

YOUR Marketing Plan includes:

Timeline

Activities

Resources

Deliverables

Measures of Success

TIP: Always use S.M.A.R.T. principles

Specific, Measureable, Achievable, Realistic, Timely



K.I.S.S. – Keep it Simple Sweety

You don’t need to do it all RIGHT NOW!

Hold a little back so you can maintain

momentum over time

Plan, Tune, Execute – RINSE & REPEAT!

Outsource repeatable tasks where

possible




Create your plan including:

Communications

Events

Promotions schedule

Roles and responsibilities

Measures of success

Ensure everything is based on K.I.S.S. &

S.M.A.R.T. principles



Day 7

Make it EASY to

Spread the Word



The Value of Social Proof

Social Proof means EVERYTHING when it

comes to your launch

Biggest Barrier = People may not know

what to say, how to say it or to whom!

TIP: Control your messaging/brand by creating fun, repeatable facts &

calls to action that people can easily use to promote your business.



Day 6 – Action Items Create 3 canned /pre-authored/optimized

“Tweets”. Ensure they are about 120 characters even though the limit is 140. This will allow for easy Retweeting! Each one MUST have one of your calls to action!

Create 3 Facebook Link Messages with your calls to action.

Create an email that can be easily forwarded by your friends, colleagues, and mailing list subscribers announcing the new product and including your call to action.

Pre author customer testimonials – get your customers to approve / edit them.



Day 8

Get Some Media Attention!



Get the Media BUZZING

Media engagement and coverage is

about relationships – not content

Understanding what is important to

publishers/reporters is critical to your

media success:

Interest to existing readers

Increasing readership/viewers

Increasing sales

TIP: The media cares about similar things you care about as a business

person. After all, they are running a business as well. Put yourself in their

shoes and pitch to show their upside, not yours.



Day 8 – Action items Perfect your pitch! Why should they care?

Why is it newsworthy? Why will people READ?

Write the story you want featured and hand it over! Goes back to the rule of making it EASY to spread YOUR message!

Pick one media savvy/ready person be the face of your company.

Choose publications and services that put your story front and center before your “Perfect Fit” customers. GO where you customers ARE!



Day 9

All Systems GO!



Systems are meant to

automate, optimize & free

you/your team to focus on

your genius work.



What you need to get started:

Email list management software

Payment Processing

Shopping Carts

CRM Software

Social Media Management tool

TIP: If your systems are frustrating and time consuming there is either an

incorrect implementation or wrong system in place. Revisit ASAP!



Day 9 – Action Items Evaluate your current systems. What are they

costing you in time, licensing and subscriptions? Are they meeting your needs? Are there opportunities to consolidate?

TEST YOUR SYSTEMS NOW! Anything that is customer facing you MUST TEST before it goes live! This includes email opt ins, ordering and payments. Make sure they all work and you get the outputs whether it be email addresses and customer information or MONEY at the other end!



Day 10

Your Launch Event(s)



The MAIN Event

Go where your customers ARE:

Global = ONLINE

Social Media

Webinars

LIVE Events

Global with Big Budget = Roadshow

In Town = Physical & Unique Location

Piggy Back on a popular event

TIP: Your launch event does not need to break the bank. Ensure your

launch event is within your means. You can always host additional events

to maintain momentum.




Plan a launch event to occur where your

customers are! Physically and/or virtually!

Ensure your launch budget is in proportion and aligns with your product, your target

market and your budget.

Set business objectives for your event that

align with your company objectives. What do

you want to get out of this event? Remember

the event must provide a high ROI!



If you liked what you learned here,

check out Sandbox U – One Stop Shop for Business Learning for

Entrepreneurs & Small Businesses!

www.sandboxpm.com



10 Day Marketing & Launch Strategy

Marketing

Transcript of 10 Day Marketing & Launch Strategy