Marketing Strategy for Product Launches: How Google approaches this in Northern Europe

Are you planning a product launch? Join this session with Google as we'll discuss how they plan their marketing strategy around new products in Northern Europe. Using the launch of Google Nest Hub as an example, we will show you how Google approaches the launch of Made by Google hardware products in European markets. We’ll walk you through the different steps our product marketing managers take to translate a global product strategy into locally relevant marketing campaigns, from insights to execution.

The session will cover:

• Using data & research to generate local user insights

• Adapting global product positioning strategies to local markets

• Translating insights into creative concepts & marketing campaigns

• How to protect your brand identity when working with external (retail) partners, (including examples of when that didn’t work out according to plan)

Speaker 

Jasper is Product Marketing Manager for Google Nest in Northern Europe, based in Amsterdam. He created the marketing strategy and launch campaigns for products like Google Home, Google Nest Hub, and Google Wifi in the Nordics, Netherlands, and Belgium. He’s passionate about marketing strategy, user insights, and behavioral science, and has applied this passion to a variety of regional and local roles during his 11-year career in the Google marketing team.