Product Launch @ International Roofing Expo (IRE) 2020
Campaign At-A-Glance
Company: EagleView
My role: Integrated Campaign lead - I owned the end-to-end planning and execution, crafted the campaign messaging with the team, led a team of three contractors and worked with cross-functional teams to ensure flawless execution.
Product: A sales assistant app
Industry: Construction
Objective: To drive product awareness and adoption amongst customers and channel partners.
Target audience: Roofing contractors in the enterprise and mid markets
Cross-functional teams: Product, product marketing, channel marketing, marketing operations, event marketing, communications, sales, customer success, vendors
Challenges: To create an omnipresence with a limited budget, small team and time crunch
Results: Increased 95% booth leads YoY, exceeded the goal of product adoption rate by 8%, new partners signed up for the partner program.
Graphic created by Emily Gothmann
Implement the Integrated campaign work stream
Getting different teams on the same page is the first and one of the most important tasks. As the campaign lead, I managed the overall work stream, from strategic planning, to execution and evaluation. Working collaboratively with the cross functional teams, I made sure the campaign messaging and experience design were consistent across all channels and aligned with the product vision. I also hosted regular check-in meetings with different functional groups to facilitate the creative iterations and approval process in order to drive the campaign to completion.
Define the buyer’s journey
The customer segment was not a new one but we wanted to make sure our efforts were properly plugged into customers’ needs on different levels and stages. The understanding of the journey was foundational to the work we did. We asked ourselves the following questions when defining the journey.
Table created by Emily Gothmann
Create an omnipresence before, during and after the launch
Because of the limited budget, we had to pick the channels that would maximize our return on investment (ROI). We leveraged customer insights, as well as feedback from the sales and product teams when we decided on the channel mix. Walking through the buyer’s journey, we gathered information on what they’d search, where they’d look for the information they needed and who they’d trust. Below is a typical channel mix we considered.
Sample channel mix for integrated campaigns. Graphic created by Emily Gothmann
Other than the typical online channels, we specifically looked for opportunities to engage with customers at and around the launch event creatively, for instance, partnering with trusted organizations on fun activities - treasure hunt, silent auction and after-event parties. These touch points were key to nurturing relationships and helping the prospects make the purchase decision.
Launch Results
The launch was a huge success. We increased 95% booth leads YoY and exceed the goal of product adoption rate by 8%. Many of our distribution partners also signed up for the partner program. The internal promoter score for the launch was 4.7/5.
Track campaign kpis and identify areas for improvement
KPI tracking and optimization was an ongoing process. The campaign didn’t just stop after the launch. It was followed by a demand generation campaign to ensure the prospects and customers were aware of the new product. Although we measured a campaign success on multiple levels to optimize campaign performances, such as email open rate, op-ed impressions and website traffic spike, these were the key metrics reported to the leadership. Based on the KPIs and prospect behavior change, we adjusted the strategy, content and communication frequency in subsequent campaigns.
Table created by Emily Gothmann
Media
