Event Launch Strategies

This plan is in line with the list segmentation that I discussed yesterday. We need to lock down the launch story form every perspective and write each story into an auto responder email campaign that engages the audience of each list into a conversation about the story.

1 - Leads - We need to tell them about what’s coming. These are people who have already shown a level of interest in our application or services and are hence inclined towards listening to us. They have opted-in to know about the products by their own free choice and will.

Since we will be converting people from this list to become regular visitors of the blog, we’ll gradually want to get them interested in our way of thinking, domain knowledge and content. Either they’ll become more involved with our content or drop off from the list - that’s fine with us because we’ll be using this list as an entry level gateway for prospects who will actually find the application useful.

Through this email campaign, we’d want to increase their perceived value of the application by telling them about its features and use-cases and by showing them video screen-shots. Also, we’d let them know about the activities that are taking place around the product in our other social media campaigns, to make them want to be a part of the entire launch. Once they’re excited enough, we’d involve them in the development and production of these videos. We’d also ask them to fill out surveys on their opinions on which way to turn - this will help us gauge the interests of the market.

We’d also tell them about the opportunity to become part of our limited pre-launch list of alpha customers. If they’re hyped up about the product already, they’d want to be on that list.

2- Pre-launch customers - This list of people will be forming the final shape of the application with us and are thus crucial. Having said that, we need to get this list to feel as involved with the entire prelaunch alpha testing process, as possible. We’ll have them fill out a survey for every major decision and make them feel like they helped refine and build the application. Giving them this level of ownership and importance is important in keeping them actively engaged with us…

This post has been included in our “Event Launch Guidelines” training program. Click for more information.

If you enjoyed this post, please consider leaving a comment or subscribe to the feed and get future articles delivered to your feed reader.