Oct
27
After the Launch
ByI’ve been a part of lots of product launches. Over the past six years, it’s safe to assume I’ve helped launch more than 50 new products, and about the same in campaigns, promotions and sales initiatives.
Most companies focus on the launch. They pour months into it, resources into it, and hopes into it. Then, they take it all away about two hours after the launch, and start working on the next big thing.
Why do we do this? I think there are four main reasons:
- We expect a return on our investment way too soon.
- We (the launchers) get bored with the whole thing by the time it’s launched.
- We launch way too much stuff.
- We assume our customers will get it right away.
Start Up Blog riffs on frequency, capturing the errancy in assuming the customer gets it the minute something is launched. As Steve states:
This is why Advertising frequency is king. No point having a big launch campaign if our prospective new customers aren’t looking on that occasion. For entrepreneurs, the big launch concept is a hoax – It’s unsustainable. Like an exercise regime- it’s far better to do an hour workout everyday, than to do a 5 hour gym session on a Saturday.
Step back and ask yourself what you need to be repeating to the people who might care. Figure out who’s responsible, rather who’s dedicated to keeping the frequency of the message you just launched flowing. It might make sense to get someone who wasn’t too involved in the launch process to take over, so it’s fresh.
Can’t squeeze it in? Maybe you need to trim down on your launches and narrow your focus.
