UKNM: Big band or little whimper...

[Sam Michel]

Opinions, please...


What's the best launch strategy for a new media brand? Particularly a

completely new brand, with a new website?


It struck me that the recent spate of big launches from the likes of

jungle.com, boo.com, smile.co.uk, etc. have all been announced, with a heavy

dollop of hype, plenty of traditional and online press, and then

underwhelmed their audience.


I'm sure this will change given the whopping budgets involved and the vast

array of skills available to the site's owners...the question is, why don't

brands launch smaller sites and grow whilst using the feedback from a

smaller group of customers to improve their service, etc.


It's been proven time and time again that if a product offering is

sufficiently strong (or sometimes even without this) and the hype is

plentiful enough, that new media launches can't cope with the demand.


Obviously, there is pressure from freshly VC-ed companies to demonstrate

that the hefty investments are worth their weight in bytes, but does this

counter the damage done to the brand when it launches?


So, what works best? Big bang or sprouting from an acorn. Better still, can

anyone think of a big launch which went well, none spring to my mine (but it

is Mon morning)...?


Toodle Pip


Sam 


Toodle Pip


Sam

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