Here are three examples of distribution channels in marketing:
Before the big launch date, you would hit the road and meet with reporters from all the important press outlets. Then on launch day, you could sit back and watch the articles roll in. In those days, reporters might even spend a few days fact-checking and talking to customers before filing their stories.
Today, the pace of news is limited only by the speed of light. The new media landscape incorporates far fewer major outlets; rather, it is made up of a smaller number of slimmed-down publications and an inordinate number of specialist bloggers.
So here are some steps for a successful launch in these fickle times: Get a head start and begin preparing long before you plan to launch. A rolling launch is a great way to keep the conversation going. Start your outreach activities weeks before the official launch date and then keep the news going up to, and beyond the official launch date.
The steps below describe how to do this. Make the product or service available to important influencers as a first step. Influencers can be friendly customers, prospects, or even bloggers who have an sizable online presence. Encourage these people to use your product or service and then write review articles or posts.
These folks are also great resources to talk to analysts about your offering pre-launch.
Brief industry analysts during this early phase as well. Scheduling calls with these folks takes time so do this early. Invest the time to write compelling briefing requests.
These guys are busy, so you will want to make sure your meeting request clearly states why it is worth their time to hear about your offering. Apple is a master of this technique. Unless you have a massive launch event planned, the official launch date should only signify the day your product is actually available.
Keep the release rolling. Continue to produce fresh news like announcements concerning novel uses of the product, customer stories, details about how the offering provides return on investment ROI to customers, etc.
Do something unusual during the release cycle. Some examples include creating a funny video, doing a stunt centered around an industry event, publishing a survey that supports the value of your product, or creating an interesting infographic that describes the need for your product.
The irony created an enormous buzz around the launch and even led to a huge spike in free product downloads. You can check it out here. Channel and marketing partners who have a financial stake in the success of the launch are natural allies. The more people that are talking about the release, the better chances it will get pickup.
Make it easy for people to learn more about your product with free trials, downloads, product videos, and demos.
Ignore the elements of the launch that do not drive business. Rather, use these social channels for more meaningful engagement.
See who is talking about your offering online and then make contact with them. See how these folks can help you further promote your offering within their social circles. A video with their CMO describing the strategy can be viewed here. I would love to hear other innovative ideas for creating attention around product launches.
Comment below or tweet me at dlavenda. He also does academic research on information overload in organizations and he is an international scholar for the Society for the History of Technology. He tweets from dlavenda.
Flickr user Brian Auer ] advertisement advertisement About the author A technology strategist for an enterprise software company in the collaboration and social business space. I am particularly interested in studying how people, organizations, and technology interact, with a focus on why particular technologies are successfully adopted while others fail in their mission.
In my 'spare' time, I am pursuing an advanced degree in STS Science, Technology, and Societyfocusing on how social collaboration tools impact our perceptions of being overloaded by information. · Concrete Installation building construction business plan executive summary. Concrete Installation, a start-up concrete form-work contractor, hopes to garner public construction contracts.
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If your business is product-focused, you will want to spend more time describing those products. But if you're creating a new.