- by Rory Ramsden
Now let’s go ahead and take a look at step 2 in your product launch, which is your ‘Teaser Campaign’. This should start 4 weeks before your pre-launch sequence kicks off and as its name implies should set out to incite curiosity. Inspiring prospects to start looking for more information about you, and/or your product will be the beginning of a ground swell which you want to build into a tsunami by the time your cart opens and your launch proper begins.
It’s designed to create enough, “hmmm, that seems interesting, I wonder what that’s all about” type reactions to stimulate a few Google searches, or get some forum posts, or to just incite enough curiosity to stick in their minds somewhere.
You can do this with a video trailer that apparently sets out in one direction by acknowledging some piece of common culture like an announcement for a new car for instance, sort of like a new car commercial, then … whoops… it’s suddenly about turn with a complete change of direction and that piece of common culture is blown away by a completely unexpected twist. It’s like ‘Whoa, what happened there‘ as it makes a hard left and says, no, this is not what you think it is. You thought I was talking about X, but I’m really talking about Y.
So here’s a couple other ways to do a teaser campaign. Remember the video teaser works well but it has to be congruent with your offer…
You can do a controversial blog post by taking a counter-intuitive stance. Controversy gets people talking. It forces them to take a position. It grabs them and makes them want to argue with you. Getting on people’s radar is all-important. Ryan Deiss is a master well-known for ‘Death of the Web’ or ‘Death of Continuity’ posts. He may be fixated by death, but … Hey, it works and it gets him noticed.
Taking these headlines and using them in your e-mail auto-responder is a good way of waking your house list up too. Invite them to join your launch list if they want to know more by asking them to click the link to your squeeze page where you provide proof to back up your controversial position.
Integrating all this into your social media properties ensures that the waves you have created by throwing a stone in the water get felt by your fans on Facebook and Twitter and maybe even upset a few diehards on the Warrior Forum or wherever your tribe hang out on line
Don’t forget your potential JV Partners and affiliates either… There are not really involved at this stage but getting onto their radar earlier is essential. They are busy people so having them “Save These Dates” in their diaries is crucial. They can’t help talking to their buddies either so putting the word out early is essential.
You will generate a lot more anticipation, not only from the market at large, but also from your affiliates if you leak information early and steadily. I don’t have to remind you that this is something Apple does every time they launch a new product, do I ? A product launch campaign starts way up stream from the river of buzz and excitement that picks you up and carries you through to the launch. This the source…
If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now