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AMA: Amazon Product Marketing Leader - Fire TV, Amey Kanade on Product Launches
April 21 @ 10:00AM PST
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Amazon Product Marketing Leader - Fire TV, Amey Kanade on Product Launches
Top Questions
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?
Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 bigger launches, I have asked for a shared proj. manager from another team (especially the product team). If nothing - you bas......Read More
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 brainstorming sessions or ask members to come back with at least one whacky idea. Now, this is not possible for every product launch and wh......Read More
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 long as the right metrics are reported to all stakeholders on a daily basis during the launch period) 2. I hate and love Asan......Read More
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 come up with GTM plans for each and every product, so we came up with our own framework for product launches. Tactically speakin......Read More
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 define success ahead of a product launch. At my current company, we had large amounts of historical data from previous product launc......Read More
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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?
Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 making (https://en.wikipedia.org/wiki/Responsibility_assignment_matrix) and we make sure we appoint only 1 DRI from every team. T......Read More
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 if you are launching a consumer electronic product, check out a product launch from the say for e.g. fashion industry. 2. C......Read More
1263 Views
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Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 riskiest of all - you as a PMM are not completely on board with the product. (The later should not happen but it has happened to ......Read More
1333 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
Amey Kanade
Amazon Product Marketing at Fire TV (Smart TVs) • April 21
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 seen many launch teams make the mistake of defining "launch" as the initial period usually lasting a day (or perhaps a few days)......Read More
1449 Views
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