On Thursday night, just when I was about to slide into a comfortable couch potato pose, I went on Facebook and saw an event which I thought I wouldn’t be able to attend and then realised, I can’t afford not to at The HubTLV.
The event was about Soluto‘s rise via their launch which against all odds did not cost them anything due to a few elements which I will describe in this post:
The World of Marketing today is not so easily measured, but can still be representative of current times. Ladies and Gentlement, Traditional PR IS Dead. In more ways than one, Saluto’s experience back in 2010 is evidence that if you Present yourself/company in a Practical way, not only will your launch be successful, but the waves of success will continue for a long while even withstanding technical glitches, and more.
Strategic Stuff, according to Roee Adler of Soluto, means -> Ask the Right Questions. If you are looking for an audience in Web or Applications, know who your audience is. Roee says you’re going to need a few “Wow’s”, not too many…but don’t make a fool of yourself by taking off with a product which is just not good. Quality matters. The example of Twitter’s ‘Fail Whale’ which goes online sometimes even today was given.
- Listen to your audience, don’t make them think too much…If you have to tell them how to use it you won’t get the feedback you want about the useability.
- Make yourself an Alpha user group for constant Feedback.
- Value blogging such as Cnet, Lifehacker, Techcrunch.
- Outlets of information on the Net can help trend a new service (not only for news)
- What launch should you have? Closed/Open -> not every closed launch gets you the desired reaction; an open launch can assist you by getting recommendations and enabling bloggers to cover you.
Although I thought I’d get more into the ‘now what to do next’ Roee slid quite easily into something I call the ‘Marketers Trap’ – from some point onwards he started to speak about Techrunch Disrupt, Launch and how Soluto took that path towards their success. After hearing and seeing the presentation I can honestly say that I believe not everyone had the doors open to them in such an easy manner which they describe – however the ‘mental stress’ factor was mentioned at least once.
Roee’s line about “if you put in any less than 120%++, you’ll only get a 98% return, so any less is just a losers game” really showed the dedication to winning these guys had. Winning formula?
Soluto’s launch event application process:
- How to Launch – Publicize? Find out who is the “media”? Where are the future users?
- Where are your users finding out about things like you are developing?
- Family & Friends
- eMail them, Call Them, Contact Them, Contact Us, Blog Forms
- Tell Your Story
- Listen to the Feedback
- Keep people in the Loop, Share with Them about new version updates, and more…
- External Milestones -> Love Them
- Read “Geeks are Sexy”
About Mor Getz:
Mor Getz has been a Technical and Marketing Writer for more than 10 years, assisting companies in establishing their Social Media Presence; Mor believes in synthesizing traditional and new media skills to generate creative signature copy for companies worldwide. Counselor and Mentor of Women in Business via PROWomen Meet. http://about.me/morgetz