brand activation: new product launch campaigns

New Product Launch

3 Tips To Drive Trial

Planning A New Product Launch Campaign?

NEW FMCG PRODUCTComing Soon!

Focus On The Two Most Important Objectives:

“For consumers to adopt new brands, marketers need to launch

strong awareness and trial-building campaigns”

Nielsen, 2013

Whilst Strong Creative & Media Plans Drive…

Awareness…

1. Awareness

Interest…

1. Awareness

2. Interest

And Desire…

3. Desire

1. Awareness

2. Interest

Are You Converting This Into Product Trial (‘Action’)?

4. Action

3. Desire

1. Awareness

2. Interest

Let’s Consider A Typical Product Launch Campaign…

Above The Line

Through The Line

BelowThe Line

Media & Awareness

Product Trial

Different Digital Channels Used To Build Interest & Awareness

Above The Line

Through The Line

BelowThe Line

Media & Awareness

Product Trial

Emails

Website

Social

Ad Media

Video

Digital Channels

But How Do You Convert Interest Into Trial?

Product Trial

Above The Line

Through The Line

BelowThe Line

Media & Awareness

How can we stimulate purchase intent?

Emails

Website

Social

Ad Media

Video

Digital Channels

Coupon Activation ButtonsCan Trigger Purchase

Emails

Website

Social

Ad Media

Video

Digital Channels

Product Trial

Above The Line

Through The Line

BelowThe Line

Media & Awareness

Activation Button

For Example – ‘Try Me Now’

Emails

Website

Social

Ad Media

Video

Digital Channels

Product Trial

Above The Line

Through The Line

BelowThe Line

Media & Awareness

Activation Button

Try Me Now

Or ‘Print Coupon’

Emails

Website

Social

Ad Media

Video

Digital Channels

Product Trial

Above The Line

Through The Line

BelowThe Line

Media & Awareness

Activation Button

Try Me Now

Print Coupon

1. Activate Digital Touchpoints

2. Leverage Existing Customers

3. Encourage Recommendations

Here’s 3 Tips To Help Activate Campaigns & Drive Trial

TIP #1Activate Digital TouchpointsDIGITAL MEDIA & ASSETS

Birds Eye Activated Their Online Ads With ‘Claim Your Coupon’…

Birds Eye activated their

online ads

…And Their Brand Website

their brand

website

…And Mobile Ads Too.

and mobile

ads too...

TIP #2Leverage Existing CustomersSOCIAL

Plum Baby added a ‘Free Pouch’ Button To Their Facebook Page

And Used Coupons For ‘Social Sampling’

Plum Baby used

coupons for ‘Social Sampling’

Brands Can Leverage Existing CustomersBy Emailing Them, Inviting Them To Try Products First

email existing customers and invite them to

try first!

TIP #3Encourage RecommendationsSOCIAL SHARING

Source: Nielsen Global Survey, 2012

92% of consumers say they trust word-of-mouth & recommendations from friends & family more than ALL

other forms of advertising*

‘Finish’ Rewarded Customers For Encouraging Friends & Family To Try Its New Quantumatic Product.

Finish rewarded customers for encouraging

friends & family to try its new

Quantumatic product!

Innocent Drinks Invited Customers To ‘Gift’ Their Prize (Product Coupons) To A Facebook Friend

Innocent invited customers to

“Gift” their prize (product coupon)

to a Facebook friend

Digital Printable Coupons Drive Engagement & Action

The Basics

Coupons easily integrated into digital campaigns

Helps ‘activate’ product purchase

Supports various campaign objectives

Enhances campaign & media performance

More trying & more buying of your products!

At A Glance

Consumers print coupons and redeem in-store (offline)

Performance tracked through to redemption (purchase)

Industry-leading FMCG printable coupon platform

Highest level of distribution controls – protecting your liability

1. Activate Digital Touchpoints

2. Leverage Existing Customers

3. Encourage Recommendations

Quick Recap:

Discover How To Activate Your FMCG Campaigns

If you have any questions, we’d be happy to help:

T: + 44 (0) 208 865 1999 E: international-sales@couponsinc.com