Have you noticed what happens every time that producer of the embodiment of must-have cool laptops and mobiles, - shall we call it the 'I-brand' - unveils a new gizmo?
Come the day it finally goes on sale, there's this queue of raving fans outside every one of the 'I-brand' shops, stretching round the block and beyond-and they're all desperate to buy, and buy now.
That's no accident.
That happens because 'I-brand's product launch team have put together a crushing offer and executed an irresistible product launch strategy.
The process goes something like this...
A few months before the big day, the rumour mill goes to work, with hints dropped to the right people in the right places-people who can be relied on to start spreading the word. This leads to company denials. The rumours, however, persist.
Then an 'I-brand' insider lets it be known that, yes, they are working on this new game-changing gizmo but it's more than his life's worth to say more.
Would-be customers start clamouring. They want answers to their questions. And they want them today. As if by magic, the rumours become more detailed, just enough trickles out to keep the fires stoked.
Soon the clamour reaches a crescendo. What will the gizmo actually do? How will it do it? When can we have a look? When will it be available to buy? How much will it cost?
The community of 'I-brand' fans are Tweeting, blogging, diving into the forums and posting on Web 2.0 properties just about 24/7.
At the 11th hour, a video is released and quickly goes viral. It tells the by-now raving fans just about everything they need to know. It gives them a 'sneak preview' of their new object of desire. Still no mention of price, but 'I-brand' assures everyone it'll be reasonable.
The product launch plan is in overdrive
Now we're all talking about it and that includes you. We seem to be talking about little else! We're all researching the gizmo, getting ourselves on the 'jump to the front of the queue' lists, making sure we know exactly when the doors will open.
Then the 'I-brand' announces the launch date-but there's bad news. Not everyone's going to be able to get one-they're all on overtime at the factory, but there's just no way they can possibly match demand.
Ka-Boom...!
On the eve of the launch of this shiny new object, the 'I-brand' cognoscenti are lining the streets and bedding down for the night in their sleeping bags, all to guarantee that when the doors open they can get their hands on the prized gizmo.
'I-brand' heads straight to the front of the product launch marketing class once again.
Now as a product owner or publisher, it won't take you that long to work out who I-brand' really is. You've probably sat back in awe at the skill with which they execute their launch marketing. If you want to do the same, you can, you just need a product launch expert to help you make sure your launch marketing is awesome too.
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