Our Launch Story |
A story is a message or impression that we communicate with people. It is meant to be consistent throughout the campaign, across multiple channels. The marketing messages, blog posts, website content, emails, everything needs to be aligned to the story. Please don’t confuse the word ’story’ with something fictitious. Its just the actual and real message that’s sent out for the world to see.
Today I”m just going to talk about what the core message will be around the time of our official public launch. We will of course let everyone know (via public announcements in our social networking groups and also through our email campaign) about the exact launch date. People who’d be eager to use the platform before that can try to get to it through existing members.
As for people who are already members and users of the platform (our early adopters) - we’d run a Super Promoter campaign with them hoping to attract those members who have more than 500 active fans (or followers) under them in their social networks. The idea is to get those members who can promote the site to the most number of people and give them an incentive to earn more commissions for event ticket sales.
Now, I mentioned earlier that we’d want a 21 days straight launch campaign to get as many new subscribers onto the system as possible. But before that, the number of subscriptions coming from existing promoters is anticipated to swell before the gates are opened to the public. This is going to be the time of the most rush.
Hopefully, by the time launch day is upon us we will have generated more pre-launch members through our early adopters than expected. We do not want to test our servers to the extent of opening the doors to an undisclosed number of new members without proper risk-control. So this will be a nice and measured way of doing it.
The WOM effect is simple. Every new promoter can invite as many fans who can also become promoters and build out event pages so if we allow 5,000 members to join at once and they invite 100 fans each its half a million people, if these half million then invite another 100 each our servers would simply crash.
An announcement will have to be made a couple of days out from the launch that we are going to be limiting our new member subscriptions to 1000 new members on launch day. Scarcity and server safety. Those who can’t gain access on launch day will need to leave their names and email address to be on our list to be notified of the next time we are opening our doors. In the mean time people can still become members if invited by any current member or they can request to become fans of current promoters and if accepted will get an account.
Our aim will be to control new memberships to manage our risk, and to have conversations with those leads who missed the opportunity. We can give them ideas on how to become a member through existing members or notify them of dates of our next open door launch with tips on how they can get in early this time to make sure they beat the cut off.
Today’s tip! A novel way to rise above the noise is to send prospects or associates a video mail as an alternative to email.
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