WHY PRELAUNCH MARKETING IS NOW AS IMPORTANT AS THE LAUNCH ITSELF

A launch used to be about making as much noise as possible in a short, defined campaign period.

A launch used to be about making as much noise as possible in a short, defined campaign period. A big launch spend, primetime TV ads, PR and a big calendar of launch events would often do the trick for both a consumer and channel or trade audience.

In fact, this approach is what has defined the shape and structure of many marketing teams and their agency rosters.

But now it’s all changed. Unless you’ve been living on a distant planet, you’ve probably seen plenty of research and headlines stating, in various forms, that consumers have less trust in brands than ever before and are increasingly tuning out of traditional media.

These facts have made prelaunch marketing an art in its own right.

In fact, many successful tech and entertainment launches have been in large part driven by the prelaunch phase. All businesses can pick up creative tips from the way Apple, the new Star Wars movie and startup tech and software businesses go about prelaunch marketing. For instance:

Video games or Hollywood blockbusters get key gamer and moviegoer audiences engaged and swapping titbits and nuggets of information on social media months or even years before their product sees the light of day.

So if you want to be as good at marketing as they are, even if you don’t have their big budgets, the time to start is before you launch.

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