Download - 10 Day Marketing & Launch Strategy
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!
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10 Days of Marketing Magic
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
Copyright ©2012 Sandbox PM. Reproduction in whole or part is not permitted without expressed written consent.
10 Days of Marketing Magic
Day 1
The “Perfect Fit” Customer
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10 Days of Marketing Magic
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?”
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
Day 2
Key COMPELLING Messages
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10 Days of Marketing Magic
People who like you, will
listen to you.
People who trust you, will do
business with you.
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
Day 3
Customer Testimonials &
Revenue
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10 Days of Marketing Magic
The Chicken & the Egg
You need Customers to get Testimonials
You need Testimonials to get Customers
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10 Days of Marketing Magic
“But its not about the money
.”
Actually…it is!
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10 Days of Marketing Magic
If you aren’t profitable, you are
running a hobby, not a
business.
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
Day 4
The Price is RIGHT!
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
Day 5
Incentives, Offers, Urgency
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10 Days of Marketing Magic
The Offer Equation
Great Product / Service
Right Price
Added /Unique Value
Amazing Offer
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
Day 5 – Action Items
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!
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10 Days of Marketing Magic
Day 6
Your Marketing Plan
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
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
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10 Days of Marketing Magic
Day 6 – Action Items
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
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10 Days of Marketing Magic
Day 7
Make it EASY to
Spread the Word
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
Day 8
Get Some Media Attention!
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
Day 9
All Systems GO!
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10 Days of Marketing Magic
Systems are meant to
automate, optimize & free
you/your team to focus on
your genius work.
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
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!
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10 Days of Marketing Magic
Day 10
Your Launch Event(s)
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10 Days of Marketing Magic
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.
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10 Days of Marketing Magic
Day 10 – Action Items
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!
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10 Days of Marketing Magic
If you liked what you learned here,
check out Sandbox U – One Stop Shop for Business Learning for
Entrepreneurs & Small Businesses!
www.sandboxpm.com
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10 Days of Marketing Magic