May 13, 2016 Jason Khoo

How to Release A Product

Everyone wants to hit a home run. For anyone who plays baseball, obviously home runs aren’t everything. There is a lot more to the game. You want a good bull pin, people who can get on base and a defense that doesn’t commit errors. There is a lot to winning a baseball game. For marketing, its the same. Very rarely is it just one thing that will get you a win. I recently came across a case by Google and how they used marketing channels accessible to small business to advertise their products.

Google Nexus 6p Live Case

The Nexus 6p is a Google phone that they have made in partnership with Huawei. I’m an owner of the phone and I really do love it. The point though isn’t the phone. The point is what advertising Google did for a new accessory to the phone. Get this, it was just a case.

google-live-cases-just-made-owning-a-nexus-phone-more-appealing

Well, with these new phones, Google started to advertise their new live cases. When I saw the first set of advertising it wasn’t something grand like a commercial or magazine ad. It was actually quite simple. It was a simple Twitter Ad. Now of course, I’m not a big fan of promoted posts. Knowing that a company is paying to push this message to me somehow makes me not want to tap the ad. I feel like that is a common mindset.

For once though I actually did click the ad. It was highly targeted towards myself as a Nexus 6p owner. I can say that because its not like Samsung Galaxy phones or iPhones, they aren’t super common. I did some quick research. Thought it was cool, but went on my day. At the end of the day, it was just an ad and I didn’t know if it was some lame product that Google was just trying to push.

Twitter Ads Wasn’t the Only Channel of Marketing

Why this was so amazing isn’t that they used some Twitter Ads. That is pretty basic right there. The point is that it didn’t stop there. I’m also a pretty heavy YouTube user. I’ve been using it for 10 years now to watch basketball highlights, listen to music and quench my random entertainment thirst. Well one of the channels I follow, guess what?! Yeup, they had the Google Live Case featured on one of their videos.

MarquesBrownlee

This channel is by Marques Brownlee who does a great job reviewing tech products. His channel was one of those that I really watched when buying my new phone.

The point here though is that Google employed a one two punch for their marketing campaign. They used paid advertising to help gain exposure. Then they also sent out live cases to media members and influencers who have followings that match those who would like their product. It seemed like this marketing campaign was made for someone like me and you know what? It was. I was essentially their target market.

Now their probably is more to the marketing campaign than just Twitter ads and the one YouTube channel I saw. There are probably other aspects including Google AdWords and other social media advertising. The point is that Google did NOT use any major budget campaign that would make a small business shudder in fear. They pretty much used the tools that all of us small business owners have in our own control.

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Jason Khoo

Jason is a graduate from California State University Fullerton's Mihaylo Marketing program. Starting his career in marketing consultancy as a sophomore, Jason went door to door asking businesses to give him a chance. From then on, Jason has been helping businesses understanding the vast bevy of marketing and online tools to help accomplish business goals on behalf of his clients. Jason writes at Ron Wave Design, his personal site and at medium (@jasonjkhoo).
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