A launch is a multi-stage event. This is a framework for startup marketers that shows different tactics that can be executed at each stage.
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When well-funded startup Color launched the reaction online ranged from completely predictable to rather surprising. Here are some marketing lessons startups can learn from their launch.
Just because you aren’t ready to talk about your product or service, doesn’t mean that you can’t start engaging with your market. Pre-launch is the perfect time to spread the word about your point of view on the market you intend to serve.
I attended the Rogers On Demand Online preview event last night and it got me thinking about beta programs and marketing.
The topic of what sort of marketing a startup should do to land the first few customers has come up a few times lately so I decided it was worth a short, simple post. Question: What sort of marketing should my startup do to secure our first couple of customers? Answer: None. Simple, huh? The [...]
Last week I was having a heated discussion with another marketer about Google’s marketing and my position was that Google’s marketing hasn’t impressed me much. And by marketing I mean the way they launch, message and position products. The exception has been Google Chrome which I’ve written about before and I thought was a good [...]
You might not have heard of Wolfram|Alpha yet, but you will. The purpose of this post isn’t to get into what it is or what it does. Instead what I wanted to do is highlight a few things that I think that team is doing well from a Product Marketing perspective. They understand that positioning [...]
I have a love/hate relationship with Seth’s blog. I love the way that he distills down complicated concepts into bite-sized chunks of wisdom that very often get me thinking. I hate how utterly theoretical and non-practical this wisdom is and therefore fear that no matter how great his ideas are, nobody could ever figure out [...]
I’ve found that in general for a V1/Beta launch, teams are too focused on technology and not focused enough on customer pain points, user experience and the market. Why? Because by definition, they don’t have much customer experience yet! If you don’t have any pre-launch customer experience then what makes you think you know anything [...]