day1 1300 melnick_beyond performance marketing
TRANSCRIPT
14 November 2011
Agenda
Background
Why?
Product Launch
The Best Non-Performance Opps
Summary
Lloyd Melnick
fiveonenine games
Cost of Ads Skyrocketing
$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50
1/2/
2010
2/2/
2010
3/2/
2010
4/2
/20
10
5/2/
2010
6/2
/20
10
7/2/
2010
8/2
/20
10
9/2
/20
10
10/2
/20
10
11/2
/20
10
12/2
/20
10
1/2/
2011
2/2/
2011
3/2/
2011
4/2
/20
11
Median CPCUS 30-39
Median CPC Median CPC
Increasing Demand Increases Costs
$2.1 Billion
$8.3 Billion
Limited Audience
Components
Pre-Launch
Launch
Post Launch
Key Elements to Pre-Launch Phase
• Test
• Involve CustomersResearch
• Steps
• Resources
• GoalsPlan
Caveats When Listening to the Customer
Customer feedback myopic
Customer feedback backward looking
Competitive secrecy compromised
Marketing Plan Fundamentals
Target Distribution Promotion
Launch Plan The details of who does what when and where
Key Elements to Launch
When and Where
Promotion
Support
When and Where
When
• Minimum Desirable Product
• Full Beta
When II
• Speed to Market
• Competitive Launches
Where
• Facebook English
• Global
CoordinateYou
Media Partners
Ad Agency
Press
SNs
Launch
Promotion/Media Mix
Performance Social Print
TV Web
Post-Launch: Measure and React
Adjust
Analyze
Measure
Television
Multiple TV Options
Excess Inventory
Joint Ventures
“Infomercials”
Traditional Advertising
Multimedia Distribution
Even More Options
Joint Venture/Rev
ShareHouse Ads
Cross Promotion
Ad Sponsored
Social Media
Easy Way Out
Not just ads
Create a dialogue
Events and promotions
Summary
Create a real marketing plan
Do not neglect traditional marketing channels
Performance marketing is still important
Measure and react
Thank you
Twitter: Lloyd Melnick
http://lloydmelnick.com/