Recalls Plus Go To Market

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Information about Recalls Plus Go To Market

Published on June 11, 2012

Author: laylasabourian



Brief summary of some of the Marketing activities around the launch of Recalls Plus app, a free iPhone, Android and Facebook app that allows parents to track product and food recalls.

Recalls Plus Marketing ActivitiesLayla SabourianJune 10th 2012

Agenda1. What is Recalls Plus?2. Time Line of Go To Market3. Five Pillars of Marketing4. PR Outreach5. Internal & External Community Outreach6. Partnerships7. Employee Contest8. Social Media Engagement9. Direct Marketing10. Ad Campaigns11. Next Steps © 2011 SAP AG. All rights reserved. 2

Recalls Plus A free app on iPhone, Android And Facebook. Recalls Plus gives parents peace of mind that they are not missing important recalls on their children’s products. Tracks thousands of product and food recalls from major U.S. government agencies, and notifies users of relevant recalls.© 2011 SAP AG. All rights reserved. 3

Capabilities & Benefits Browse Recent Recalls, Search Integration with Facebook and Blank slates provide guidance for Specific Recalls, Review Details Twitter makes signup process easy user to quickly get started on app’s features© 2011 SAP AG. All rights reserved. 4

Capabilities & Benefits Personal Watch List to Monitor Quick Lists let Users Create Relevant Inbox for alerts on user’s items and Product and Allergen recalls Watch Lists in No Time bookmarked recalls that user saved© 2011 SAP AG. All rights reserved. 5

Key Features email Push notifications Watch List Products and User get alerts in their Inbox Allergens are continuously when there’s a relevant recall. monitored.© 2011 SAP AG. All rights reserved. 6

Key Features Problem solved!! User can drill in an alert to User can contact see recall details. Remedy manufacturer to get to info allows user to take resolution of the recall issue. action by contacting the manufacturer.© 2011 SAP AG. All rights reserved. 7

Marketing CalendarActivity DEC JAN FEB MAR APR MAY JUNMarketing Content In App Store: Feb.15thNaming, Positioning, Messaging & Demo OverviewDirect Marketing Flyer & External and Internal FAQOnline & Social Media ChannelsRecalls Plus Facebook & Twitter PageRecalls Plus WebsitePR Media Outreach and BloggersBloggers focused on Mom’s/Apps/ConsumersAdvertising CampaignMobile Ad NetworkApple iAd , FB Ads, Search AdsAdMobsSAP Employees, Friends & FamilyEmail to Friends & Family & SAP NA Employees Email to Palo Alto & N.A. Labs on launch date“Meet the Expert” Session in PABWN & Toastmasters April 25thEmployee ContestCommunity Outreach (Offline-Online)Online Forums for Parents/Mom’sOffline Community Outreach Cisco/Google Adobe The Little GymEvents & Conferences Blogher Mama Bear Mom 2.0Presence/Presentations SummitPartnerships © 2011 SAP AG. All rights reserved. 8

Five pillars of the SAP Marketing transformationWe remained mindful of SAP Marketing objectives Simplify Humanize People Pull Business © 2011 SAP AG. All rights reserved. 9

PR Outreach…. 100+ Recorded TweetsHired an external agency to accelerate outreach 75+ Recorded ArticlesOutreach to 540 +Tech appsDad BloggersMom bloggersAndroidiPhone © 2011 SAP AG. All rights reserved. 10

Launch Date: Feb 15th Week One: 32 Articles100+ positive articles after 15 weeks, not 1 negative review“SAP’s first foray into the consumer worldwill surprise many customers, influencers, Amanda Rockand observers”“What I like about Recalls Plus is thatafter I added all the products I’m most Ray Wangconcerned about for my daughter’ssafety, I just buried the app away in somefolder and know I don’t ever have to thinkabout it again — the piece of mind ispriceless.”“I love this app. Not only can you keeptrack of all recalls, but you can add inyour specific products -- car seats,high chairs, toys -- and the app will letyou know if there is ever an issue.Such a great idea. And its free toboot! Have you ever had to return arecalled product?”© 2011 SAP AG. All rights reserved. 11

Even Marc Benioff was excited to share our news Indeed, the app is exactly the opposite of what many people expect from SAP (SAP), which specializes in complex back-office corporate software that companies pay millions of dollars to install and maintain. Why would SAP co-CEOs Bill McDermott and Jim Hagemann Snabe green- light a free downloadable product for moms and dads?© 2011 SAP AG. All rights reserved. 12

SAP Community OutreachWe leveraged existing SAP channels to create buzz© 2011 SAP AG. All rights reserved. 13

External Community Outreach We tapped into our personal networks and community events to spread the word © 2011 SAP AG. All rights reserved. 14

PartnershipsWe leveraged our personal connections to initiatePartner discussions © 2011 SAP AG. All rights reserved. 15

Example of Pull Marketing: Yahoo! Answers Knowledge Partner Established credible presence in Mom frequented communities© 2011 SAP AG. All rights reserved. 16

Our presence in Yahoo! Answers helped us get organically picked up by others © 2011 SAP AG. All rights reserved. 17

Social Media Engagement: Facebook, Twitter Pinterest & YouTube wereleveraged in building and cultivating an engaged community with our users Post to date with highest reach (1139) and Post with the highest number of engaged users (67) number of people talking about it (27) Click to view video Click to view video Click to view video© 2011 SAP AG. All rights reserved. 18

Example Social MediaPostsPost to date with highest virality © 2011 SAP AG. All rights reserved. 19

Hired influencer marketing platform with 30 million members to run the following campaigns: Poll Chat Party Email Blogger Contest Activation Wednesday 700 Participants Thursday May Original blog: May 3oth 10,204 Tweets 31st Reach of 800,266 50 bloggers have been 20,786,661 reached: 287,910 impressions impressions 277 new followers 400+ios, 300+FB, 200+android© 2011 SAP AG. All rights reserved. 20

For the 1st time SAP is presenton parenting related Events Click for article Click to view testimonial Click for testimonial Click to view video© 2011 SAP AG. All rights reserved. 21

Example post fromSheSpeaks BlogActivation Campaign © 2011 SAP AG. All rights reserved. 22© 2011 SAP AG. All rights reserved. 23

Example postfromSheSpeaksBlogActivationCampaign © 2011 SAP AG. All rights reserved. 24

List Building & Community OutreachWe were published in 20+ communities thanks to organic outreach 150 Gluten Free Bloggers 100 Mom bloggers(without sponsorship) 100+ Mom communities 37 National Associations 18 Day Care Centers 287 Doctors, Hospitals, Lamaz & Birth centers, Breastfeeding & Midwives 130 Education Institutes © 2011 SAP AG. All rights reserved. 25

Employee Contest: One month post launch, 15 events & 5000+ page views“Hi Layla: Heres the picture of the posting in my residential building (with 200+residents w/ families) featuring the "app of the week”I first heard about Recalls+ when Kimberly Meek (VP of the Executive Office of AGSPrimary Support) presented the app as a guest speaker at a Toastmasters OpenHouse event. How exciting it was to see SAP branching out, bringing to the marketits very first consumer app and help us live in a better run and safer world. Thankyou for that! Best, Sophie Chou” Testimonial by Tania Nunez Neighbor to Mike Cummins Click to view video Garnesh Vellore tells the champtions about Recalls+ Badminton Tournament 5/20/2012 © 2011 SAP AG. All rights reserved. 26

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