Friday Live Episode 29: Your Pre-Launch Marketing Playbook
On FridayLive Episode 29, we covered how to build a strong framework for a marketing pre-launch. This framework can apply to any industry and maps out how to execute the type of communication and where it should go. Read on to learn more!
Friday Live Episode 29 also covered:
- Matt’s News Update: National Association for Broadcasters Show (NABShow)
- Your Pre-Launch Marketing Playbook
- IHRSA 2018 interview with Matthew Januszek with Escape Fitness
Matt’s News Update: NABShow
We take enormous pride in being industry leaders in the OTT space for our clients. That’s why we strive to appear at tech shows to share best practices for producing high-quality video content. This week, Intelivideo attended the NAB Show, where Matt was invited to the NAB Streaming Summit to moderate a panel of four industry figures involved in the OTT space. The Best Practices For Launching OTT Channels Without A Big Studio Budget panel was held on Wednesday, April 11 at 1:30 pm PT.
Your Pre-Launch Marketing Playbook
Every week on Friday Live, Ashley gives a presentation that focuses on the latest insights and tips in the SVOD industry and how to apply them. This week, she covered the Subscriber Funnel and the best marketing actions to take during pre-launch stages.
This is a process that we walk our clients through. It’s the pre-launch framework that is designed to help understand what kind of audiences get what type of communication. For pre-launch, we only focus on the left side of the funnel. It’s the four- to six-week period leading up to your launch.
When framing the funnel for a pre-launch look, there are essentially three types of audiences: Hot, Warm, Cold. Progressing from the left of the funnel to the right, you’ll see your audiences start fresh with little to no awareness of your brand. In pre-launch, you’ll probably have audiences who are already at different stages within your funnel. It’s important to understand where they are and what messages to send. You’ll need to work your audience through the funnel by building awareness, sparking their interest to prep them to make the decision for a purchase.
Types of Audiences
- Hot- Most Familiar Audience
- Current customers
- May have made a purchase before
- Warm- Fairly Familiar Audience
- Email subscribers
- Social media followers
- People who have engaged with your brand at some point.
- Have not yet a made a purchase
- Cold- New/Unfamiliar Audience
- People who have just found out about your brand, or have yet to interact with your brand.
During your pre-launch and moving forward into your live offering, there are several campaigns to run. These campaign messages should aim to educate and make your audience aware to build their interest with the thought being that they are ready to make a purchase at launch. Keep in mind, your cold audiences will need more awareness and contact with your brand than your warm and hot audiences. Ensure your messaging covers all the right angles for your brand and product.
Interview Highlight: Matthew Januszek, Escape Fitness
Intelivideo recently attended IHRSA 2018 in San Deigo, where some of the most impressive and influential leaders in the fitness industry were present. We had the opportunity to meet with many key figures, such as Matthew Januszek, the Co-Founder of Escape Fitness. Januszek was a fitness bodybuilder and had a passion for lifting weights when he decided he wanted to turn his passion into a career. He started Escape Fitness more than 20 years ago in the UK.
MG: Functional Fitness seems to be the theme this year at IHRSA with many exhibitors versus the old school “jack and steel” work out. What is functional fitness and why is it important for your roadmap?
MJ: Functional Training is really a new buzzword, but it’s simply working out in the way the body was intended to. Whether you’re doing it for sport or for someone like my mom who wants to pick up her grandchildren, it’s just training your body to do what you do every day, a little bit better. The missing component is how do you get people to do functional training because it’s not intuitive. There is no on-off switch on a kettlebell, a Bulgarian bag or a plyometric box. That’s where we come in. We show people how to use those workout tools and equipment to create proper workouts with them.
MG: Talk about the business side of coming over to the states and competing with some of the companies that have been here for a while. And going toe-to-toe with them with your equipment and method.
MJ: We started in the UK, then we went to Germany and to Asia, and we always felt that the US invented fitness. So my question was, “What can we do differently and offer to the market?” We have always been in the functional training, and as the market evolved in the UK, we started getting contacted by many people who were interested in our perspective. The market in the US was also evolving. Many clubs were realizing that filling it with cardio machines wasn’t what they wanted and wanted something different. The design and color of workouts were very important in the European market, and that’s something that we were able to bring to the US. Our unique style of training equipment hit a sweet spot, and we’ve been able to be successful because of it.
Check out Escape Fitness’ website to learn more about their brand and method training here.
Watch Friday Live Episode 29 On Demand here.
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