AMA: Amazon Product Marketing Leader - Fire TV, Amey Kanade on Product Launches
April 21 @ 10:00AM PT
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
Great question. There could be many reasons why a GTM plan is deemed risky. Perhaps because a lot is hinging on a product launch, or a risky marketing campaign and the ri...
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
1. I create custom marketing dashboard daily reports ahead of every product launch. (Google analytics/Periscope/Tableau Daily Reports, don't have a specific preference as...
1141 Views
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How do you easily project manage a product launch?
Tracking through spreadsheet or Trello/Aha all take up so much time. Anything to reduce the administrative burden of project management so you can invest more time in research and launch strategy?
Amazon Product Marketing at Fire TV (Smart TVs) • 6y
Short answer - Get a good project manager on your team :) But I understand you don't always have the luxury to get a proj. mgr for a product launch. In some cases, for b...
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
I try to follow Google's 80/20 innovation model. Basically I reserve 20% of the effort (in terms of time and budget) to think of new innovative ideas. I hold brainstormin...
1389 Views
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
A few tips and I would love to hear what y'all do for this. I tend to get a writer's block every time I have launched a product. 1. Inspiration from other industries: So...
1746 Views
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What does internal communication look like leading up to a product launch? How are teams looped in?
Do teams have their respective launch lists? Is there a weekly meeting leading up to the launch?
Amazon Product Marketing at Fire TV (Smart TVs) • 6y
Another great question. Product launches more often than not tend to get chaotic, especially as you approach the launch date. We follow the RACI framework for decision ma...
1363 Views
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
I don't use a specific framework. I work at an eCommerce company now and we launch several products on our platform (300+ hardware SKUs each year). It was impossible to c...
1195 Views
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What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?
Looking for strategy, tactics, stakeholder training, and examples
Amazon Product Marketing at Fire TV (Smart TVs) • 6y
Great question. I have worked in the consumer electronics/Hardware industry for most of my career so my answer is going to be from a consumer product launch pov. I have s...
2013 Views
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Amazon Product Marketing at Fire TV (Smart TVs) • 6y
I think measuring success is relatively easy - you have GA, Tableau and similar tools to measure web traffic, purchases, etc. I think the most difficult thing is to defin...
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