#22. Launch marketing: how to promote your new product or service to market for the first time
Season 2: 'Product development', Episode 10
The 'Go To Market' Phase Is When Sh*T Gets Real For New Products. In This Episode Two Product Experts And Four Top Entrepreneurs Reveal How It's Done.
Guest Bios:
Ross Gales (https://www.linkedin.com/in/rossgales/) is Director of Design and Strategy at leading product design agency Pollen. (https://pollen.com.au).
Carrie Peters (https://www.linkedin.com/in/carriepeters/) is Product Design Principal at product design agency Us Two. (https://www.ustwo.com.au/)
Jessica Sepel (https://www.instagram.com/jshealth/?hl=en) is the founder of JS Health Vitamins (https://jshealthvitamins.com/)
Anson Parker (https://www.linkedin.com/in/ansonparker/) is Head of Product at digital bank Up.com.au
Ben Thompson (https://www.linkedin.com/in/bthompsonemploymentinnovations/) is CEO of HR platform Employment Hero.
What to listen out for:
2.22 Vegemite brand fail story
10.01 Don't put all your eggs in one basket
13.43 Launch small and test
23.35 The power of community in a successful product launch
25.40 Rolling out comms across all online channels such as socials, email
27.56 Using friends as first customers
31.28 The danger of focusing on big corporate customers for B2B
39.57 Using a pre-launch wait list to build anticipation and demand
45.22 RECURRING SEGMENT: Nerd under pressure
Resources and links:
Vegemite brand fail https://www.bandt.com.au/marketing-failures-whats-name/
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Om Podcasten
Why do some ventures fail, while others grow like crazy? Is there a magic formula for business success, and if so, what is it?
In a documentary-style quest for answers, host Darren Moffatt talks to some of the best brains in marketing, advertising and technology. (In the first season alone, Darren has interviewed seven guests from companies worth a combined $2 billion!)
Together, each Tuesday fortnight, these ‘nerds of business’ attempt to crack the code by solving key entrepreneurial challenges – one problem at a time.
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Whether you’re a start-up CEO, a marketer seeking inspiration, or a small business owner hungry for growth, this podcast is for you.
About The Host...
Darren Moffatt is an award-winning business person who is passionate about entrepreneurialism. He is a recognised leader in both the financial services and digital marketing industries, and over a period of twenty years has helped hundreds of businesses grow.
He was one of the youngest bank managers ever, when he was appointed at just 25 years old. This gave Darren his first direct experience of small businesses and the important role they play in local communities.
After further corporate roles for an insurer, and for funds manager Challenger, he launched his first start-up in 2006. Three years later Darren was awarded ‘Broker of the Year’, and Seniors First remains today the largest reverse mortgage brokers in Australia, and has originated in excess of 2,000 loans.
In 2012 Darren co-founded a technology start-up ‘Facebook for Neighbours’ called Housenet. The social networking site was later awarded as one of the top 100 Innovations in Australia in the Smart 100 Index.
Since 2014 Darren has been Director of Digital Strategy and Content at 5-star digital marketing and SEO agency, Webbuzz. Darren, his partner Ben Carew and the team, have generated 150,000+ online leads for SME’s across a diverse range of industries.
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