Marketing Chronicles

Chapter 1: The Birth of Roxio and a $20 Million Launch Campaign

As a marketer, I was fortunate in my early career to lead many aspects of a $20 million?launch of Roxio, a spinoff from a tech enterprise called Adaptec. This smaller, nimble software division of a large hardware enterprise catapulted into a leading player in the CD/DVD burning and digital media software landscape for nearly a decade. Below are some lessons from that journey.

Lesson 1. How to name a company.

The first thing a new company needs to do is to come up with a great brand name. In today's AI-assisted era, a memorable company name is just a few keystrokes away. Platforms like Namelixer or Novanym can churn out appealing names in less than an hour. But if you have deeper pockets, hire an agency like Landor , Igor , or Lexicon , that specializes in naming. Here are 8 principles of naming from Landor & Fitch Thinking Article (landorandfitch.com)

1.??????Make it memorable

2.??????Fill it with meaning

3.??????Say it out loud

4.??????Don’t wait to fall in love

5.??????Listen to your fear

6.??????Stand out in a crowd

7.??????Too much is never enough

8.??????Expect your story to evolve

Despite employing a top-tier naming agency and reviewing hundreds of suggestions for Roxio, the name wasn't from their list. Instead, our president, a former Universal Studio's executive with a deep connection to music and Hollywood, inspired it. The name 'Roxio' derived from his appreciation for The Roxy Theatre, a renowned music venue in West Hollywood.

Lesson 2: Orchestrating the $20M Launch.

While the prospect of managing a $20 million brand launch may seem daunting, it is possible when you have a well-coordinated plan in place. Here are key takeaways from my experience:

1. Hire an Experienced Conductor: ?Roxio enlisted the expertise of Scott A. Steinberg , a seasoned VP of Marketing from the gaming industry. The combination of his experience and dynamic leadership coupled with a trusted team ensured flawless execution.

2. Ignite the "Rolling Thunder" Strategy: We initiated Roxio brand's momentum much like the build-up to a blockbuster movie or video game launch. The buzz started with an announcements about a year before the launch. As the countdown approached the 3-6 month mark, we intensified the marketing campaign, just as the rumbling of a "Rolling Thunder", amplifying the brand's presence with sneak peeks, engaging advertising, and heightened media attention.

3. Partner with Trusted Agencies. ?Successful launches often rely on the strength of expert partnerships and internal collaborators. In our case, we joined forces with three media and creative agencies for a comprehensive multimedia campaign. Mediasmith led our media planning and buying across TV, print, digital, and radio. Modernista! lent their creative genius to our TV and print ads, while Cecelia Wogan-Silva of SF Interactive championed all aspects of our digital campaign. This collaboration with agencies and our internal team - Chris Loeper , Elizabeth Olson , Ben Harrison - equipped me with invaluable skills. From formulating creative strategy, driving media outreach to negotiating retail merchandising, these lessons have been instrumental throughout my career. Check out one of our TV ads from the Roxio launch campaign:

["Burning CDs For the Ladies, Bro" ].

4. Host an Unforgettable Launch Event: Our launch event, despite being hit by a snowstorm, was a success thanks to our determination and resilience. We learned that even when things don't go as planned, the show must go on. Kudos to Kathryn Kelly for orchestrating a stella media and partner event.

5. Leverage 'Other People's Money' (OPM): As a new brand with a comparatively smaller budget, attaching ourselves to big brands allowed us to ride on their success and credibility. By partnering with giants like 微软 , 苹果 , Dell Technologies , and 亚马逊 for distribution and co-marketing opportunities, Roxio was able to build brand credibility and trust, enjoy increased media attention, and expand its user base to over 350 million.

Lesson 3: On Managing People

The journey of Roxio not only taught me how to launch a brand but also how to lead a crew. ?Here are some guiding principles for first-time managers:

• Be clear and regular in your communication.
• Lead authentically and inspire a growth mindset.
• Maintain a balance between empathy and accountability.
• Understand the larger goal and align your team with the company’s objectives.
• Delegate effectively and resist micromanaging.

Special thanks here to Jim Curry who gave me many learning opportunities and to Hima Duggirala , my first direct report, who put up with me.

Lesson 4: The power of data to prove marketing impact.

Even before the rise of SaaS, marketing automation, and attribution tools, we understood the value of data. Scott Steinberg encouraged us to use data to guide decisions and prove marketing impact. This launch campaign propelled Roxio into a category leadership position, doubled Roxio’s retail distribution, resulting in top 10 sell through performance in the productivity software category.

In Conclusion

The success of Roxio didn't occur in a vacuum but resulted from strategic decisions, flawless execution, skillful leadership, and a relentless commitment to leveraging data. Whether you're launching a startup or stepping into a management role, these insights can help guide your journey and potentially ignite your own marketing success story.