Re: UKNM: Big band or little whimper...

[Geoff Inns]

I would have thought a combination - a soft launch 'whimper' to iron out any

difficulties followed by the 'bang'.  Perhaps soft launches should be

extended for focus group analysis among randomly-picked customers, though I

am sure most new launches include focus groups pre-launch - don't they?


Geoff Inns

Business Development Manager

Guardian Unlimited



-----Original Message-----

From: Sam Michel <

samchinwag [dot] com

>

To:

uk-netmarketingchinwag [dot] com

 <

uk-netmarketingchinwag [dot] com

>

Date: 22 November 1999 13:37

Subject: UKNM: Big band or little whimper...



 >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



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