You need to boldly go where no-one has gone before.
You’ve invested money, time and energy - blood, sweat and tears - into developing your product or service. Now, you need to share it with the world. And you need the world to want it. It’s launch time.
The “launch machine” kicks in and the PR/advertising/social/media best-practice playbooks all come out. And then, somehow, perhaps with a little bit of uncertainty and not quite enough time, your vital launch ends up fundamentally like everyone else’s. It plays out across the same media channels that brands have spent years and billions of Pounds, Dollars and Euros training audiences to ignore with relatively bland, "best-practice" communications. The comfort of the best-practice echo-chamber is leading to a sedentary death.
Let’s also remember the scrutiny brands are under. Whilst millions ignore but slowly subconsciously adopt whatever you have out there, there’s a smaller guerrilla army watching your brand’s every move and utterance. And if they find the slightest fault, they’ll tell everyone that you’re a liar and a cheat and that you’re only out to scam the world.
Embrace this cynical approach, as a healthy degree of cynicism is a good thing to have when launching – communicating - anything. Starting with the thought that no-one gives a shit is a good start. It’s a good context to operate in, forcing all to challenge themselves in pursuit of effectiveness.
Byron Sharp argued (in How Brands Grow) for the value in being distinctive. This is the opportunity: if you’re launching into a marketplace and your media strategy is just like everyone else’s, you’re starting with one hand tied behind your back.
Bring this all together:
- an overwhelming volume of advertising, influencers and marketing communications that is homogeneous noise;
- a long-term need to do be distinctive;
- your audience wanting you to back your claims, and deliver on your promises.
Nothing revolutionary there, but somehow these fundamentals are often lost, or assumed, or perhaps just not truly appreciated?
You can be distinctive, impactful and believable by creating a unique context for your launch, one that is then shared across the ‘usual’ media. It’s an event, but that can be what you need it to be. Showcase your proposition without the trust-eroding lens of a specific medium; create a physical launch that it is distinctive whilst proving your point. It’s your event: you create the context and can show your product or service working in real life.
And if this sounds like wishful thinking, then let’s look at Elon and his Tesla Cybertruck launch:
OK, the window broke, but it grabbed attention and positioned the Cybertruck accordingly (designed and built for a fight/the impending apocalypse). In fact, I'd argue that the error communicated the proposition in a very authentic and believable way. With over 250,000 pre-orders, a very effective way.
Of course, I am writing this on social media so you’re probably deeply cynical, if you’ve seen it at all. But if you’re the slightest bit interested, drop me a line and I’ll invite you here to show you what we’re doing around high-impact storytelling.
Ready to boldly go?
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