Hard Work on a Soft Launch Makes a Lasting Impression
By Joyce Bosc
VARBusiness | Oct. 26, 2001
The Internet has compressed timelines so much that the rush to be first is at an
all-time high, with little time allotted to plan and implement an extensive national
information campaign. An increasing response to this time crunch is the "soft
launch," a gradual rollout over time. When savvy executives are making it their
business to understand marketing strategies and participate in marketing decisions,
the soft launch is sometimes ruled out prematurely.
A soft launch is not a marketing launch that can't quite get off the ground, nor
is it an attempt to avoid a national or global rollout. A true soft launch is an
orchestrated series of marketing communications activities, which gradually introduce
a company, brand, product or service. This gradual introduction creates buzz about
a product or service ahead of time, provides wiggle room in the launch schedule,
can be a boon to companies with young, untried staff and can have a greater impact
on media coverage results.
The properly executed soft launch provides benefits not always realized by the
traditional hard launch.
Flexible start date and fluid timeline
Instead of depending on one event the soft launch helps develop a timeline of events--resulting
in flexibility. Because the true soft launch develops a series of newsworthy items
ahead of time, and audiences are not bombarded with simultaneous messages, you have
the luxury of rearranging the timeline to accommodate unforeseen obstacles. There
is nothing worse than telling customers they will see something one day--and not
have it ready.
Launch in stages
Some product rollouts are best suited for a step-by-step soft launch. Create buzz
ahead of time and hold "mini-launches" for new product features and functionality
or as new regions are added to the service.
Eases untried staff into the launch experience
Training and preparation of staff are critical to any launch effort. One of the
bonuses of the soft launch is that it can ease untried staff into the world of interviews,
demonstrations and presentations. Extensive debriefings after presentations or interviews
will ensure company spokespersons improve with each opportunity.
Increased impact of press coverage
One of the basic tenets of marketing is that the target audience must receive the
message at least three times before it sinks in. A single announcement does not have
the same punch as positive press that continues over time. By employing the soft
launch and carefully crafting announcements, events, and roll-outs over an extended
period the savvy marketer can generate ongoing press coverage that is, in the end,
many times more effective than the two-day media splash.
Remember: no marketing strategy is without risk. An overlooked downside to the
soft launch is the term itself. Investors, media, and potential customers sometimes
view the phrase as an indicator that a company is jumping the gun and isn't quite
ready for a national launch. This is far from the case, but the connotation must
be considered. Much as some organizations now employ public relations experts to
handle communications challenges while instructing those same experts to "call
it something other than PR," soft launch planners may want to consider avoiding
the term altogether when discussing launch plans.
Make no mistake: the soft launch is hard work, but the benefits are definitely
worthwhile. So plan carefully, prepare extensively, and enjoy tangible results.
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Joyce L. Bosc is founder and CEO of Boscobel Marketing Communications,
Inc. in Silver Spring, Md., a branding,
public relations and marketing
consulting firms in the mid-Atlantic
region. A branding pioneer, Bosc
launched the corporate identity
and branding of America Online
from its infancy, including AOL's
first-ever free software direct
mail campaign. In 1995, she co-founded
ESTN Communications Group, to provide
niche services for government outreach.
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