Comments on: Press Releases, Launches and Seth Godin

By: Luís Paixão Martins

Luís Paixão Martins — Tue, 16 Aug 2011 10:54:15 +0000

Press Releases, Launches and Seth Godin http://t.co/PDojeHP via @zite

By: Todd Lohenry

Todd Lohenry — Tue, 16 Aug 2011 01:16:09 +0000

Press Releases, Launches and Seth Godin | Rocket Watcher: Product Marketing for Startups http://t.co/fjzlsTh

By: Clinton Skakun

Clinton Skakun — Sat, 04 Apr 2009 13:57:16 +0000

I’ve noticed that Seth Godin gets a lot of rap. However, even though I don’t always agree with what he says, I think he has some really good ideas and I appreciate the fact that he shares them with the public through his blog. I’ve benefited from reading what he has to say.
I also agree with what you said in this post. Seth needs to expand on the part where he says press/news released are nuts. My opinion is, don’t take everything as an absolute. New releases may not be the primary method of getting a start up going, but they are pretty important. Take news sites, there’s always something posted about Microsoft or IBM or some other corporations. The point is to get news out. Press releases may not be ultimately important, but still worth some time IMO.
I also agree that keeping things secret/undercover and than making a big launch might not always be the best approach. Not all startups are made equal and therefor need to create strategies that individually suit them. Now days things are a little different. WOM is really powerful and I’d rather use that than advertisements and press releases. But each one can act as a growth factor. And Seth’s idea that press releases are nuts is somewhat blindsided. Press releases may be less effective but for many startups they may serve a purpose.
The overall Ten People idea I think is really cool. I recently started a site called PutFeed.com and I didn’t know where to start. So I just started engaging. Talking about the project, having conversations. A few people love the site and a few are inactive. But now I slightly understand how important it is to have people in your community that trust and respect you. It’s something advertising can never buy. And I’m really excited about continuing to apply Seth’s principle to my startups and overall business.
Regards
Clinton Skakun
ClintonSkakun.com

By: Eric Vincent

Eric Vincent — Fri, 03 Apr 2009 18:29:57 +0000

reading: Blog post: Press releases, launches and Seth Godin (plus nuts!) http://tinyurl.com/dc64m8 Q: does PR still pack a punch?

By: Rob Tyrie

Rob Tyrie — Fri, 03 Apr 2009 14:18:25 +0000

RT @aprildunford: Blog post: Press releases, launches and Seth Godin (plus nuts!) http://tinyurl.com/dc64m8

By: April Dunford

April Dunford — Fri, 03 Apr 2009 11:32:11 +0000

LOL! Don’t be calling me a “guru”
What I mean by “Your grandfather’s launches” is that type of launch we did back in the old days (i.e. the 90′s) where basically everything about the new product was a big secret and then the “launch” consisted of putting a press release on the wire, having a launch event, maybe doing a press call (or a press tour) and then that was it. Launch over until we got to the next one.
Not even the big guys (i.e. Oracle, IBM, etc.) do launches like that anymore though.
What hasn’t changed (or shouldn’t in my opinion) is the fact that you still need an integrated launch plan that includes stuff like training, support, sales enablement (if you have a sales team), analyst/influencer relations, etc. I did a launch 4 months ago and we used the same launch planning structure I used at IBM 10 years ago. The only part that was radically different was the external communications. That piece has changed from a 1 shot big bang announcement to a “rolling thunder” approach where we were constantly communicating through blogs, twitter, SM press releases, etc. before, during and after the official product release date.
I’m pretty sure the Mesh talks will be available online – will post a link. Don’t worry – I’m using you as a positive example (and if it does worry you, you can tell me not to use it, no problem)
A

By: SteveG

SteveG — Fri, 03 Apr 2009 11:02:11 +0000

Hi April,
Curious about your note on my grandfathers launches…..what’s your opinion, as a guru, on why people aren’t following in the footsteps of successful elders? Surely, there must be facets of their proven methods that still apply?
Will your talk be broadcast or posted online? We’d love to hear your comments as well as any feedback from the audience.
Thanks,
SteveG

By: April Dunford

April Dunford — Fri, 03 Apr 2009 10:07:10 +0000

It’s always nice to see you here BSR. I put the nuts up there just for you!
April

By: April Dunford

April Dunford — Fri, 03 Apr 2009 10:06:26 +0000

Hi Brad,
Thanks a lot for the comment!
The trick with Seth’s advice (and the point I was trying to make in the post) is that it all depends on how you interpret it and decide to execute on it. I would roll up how you decided to go to market (blogging, Twitter, word of mouth) as the communications part of your launch plan. There are other parts of that plan you are working on such as support, creating materials to help your customers understand how to get the most value out of your products, building the online tour, etc. Some of those things you made sure were done before your product was available, some are scheduled for after. My point is I would bundle that stuff into a launch plan and call it a launch. It isn’t your grandfather’s launch where you said nothing until launch day and then only spoke to traditional media through a press release. And frankly, I’m not seeing many launches like that anymore.
My worry about Seth’s advice is that folks will throw the baby out with the bathwater and not do the hard work of a launch because they are no longer doing the big bang communications part. You guys seem to be doing that instinctively, and that’s great!
By the way – you guys have a great value prop. I am doing a talk on Monday and I am going to use you as an example of a good one. (the one on the Take a Tour page, not the text on the home page)
Thanks!
April

By: April Dunford

April Dunford — Fri, 03 Apr 2009 09:51:15 +0000

Hi Alex,
Thanks for the comment. I totally agree with you that the nature of “launches” is changing and I’m sure when Seth says that launches are nuts he’s talking about old-school style launches where from the perspective of the outside world, the company was completely silent until the big bang launch event. But like you say, there aren’t too many companies doing those anymore and I think the newer style of “launch” would be something Seth would like a lot.
April