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 CPC US 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 Customers Research

• Steps

• Resources

• Goals Plan

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

Coordinate You

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

Share House 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

Lloyd.melnick@fiveoneninegames.com

Twitter: Lloyd Melnick

http://lloydmelnick.com/