Launch Marketing vs. Hush Marketing

A proper launch marketing system should not be mistaken with so called "hush marketing" or "shock and awe" approaches. Public relations experts and some marketers insist in holding back information and coming out with a "bang" to surprise the masses.

The problem with such an approach is that, while effective for investors who are hanging on to corporate press releases to place their next order, companies are likely to miss out in reaching consumer markets.

In many occasions I have had my fair share of disagreements with marketing folks that insist in using the "shock and awe" approach failing to realize that some of the most effective launch marketing campaigns invested at least a year in communicating with target audiences before the actual products reached the market.

Think Avatar, the recent James Cameron phenomenon that is still racking millions in box offices across the world. The first time most of us heard about the movie was months before its premier. The movie built its audience on massive gossip about the technology behind it–prompting millions of tech savvy individuals to blog about it whenever possible– as well as speculation around its record-breaking budget. All of these bits of information create curiosity, and curious people are fantastic buyers; but it takes time to create a worthy buzz around a buzz-worthy product.

The right approach vs. withholding information until the day of the launch is what we call "staggered information releases", which means feeding the markets with just enough clues to spark a conversation. Companies should absolutely use PR while also exercising caution about what details they put out there as to avoid giving too much information ahead of time –after all, you don't want competitors stealing your thunder–, but should not shy away from talking about their new initiatives to start building an audience for their products under development.

Another advantage of the launch marketing approach and the staggered information releases throughout a campaign is that it provides companies with the ability of measuring consumers' response to whatever informational cues are being provided. This can signal whether new products are destined for success or failure, and whether additional tweaks or features need to be incorporated to the product to satisfy consumers' demands and avoid disappointing eager audiences. The intelligence collected can also help creative agencies in crafting a more effective campaign to promote the launch by knowing what it is that consumers are expecting.

Take a look at the first iPhone commercial aired during the 2007 Oscars:

The ad offers little information about what the device can do, simply letting consumers know that it's coming. This was Apple's first attempt to link their brand to a phone device. Contrast that with their second ad:

In this second installment the main features of the device (points of differentiation versus any other mobile devices) are clearly emphasized. Two things to pay attention to here are the emphasis on the iPod capabilities (a known leading product for Apple at the time) and the interoperability between applications. Notice as well how the driver at the end of the ad is quite simply the launch date. Apple, the master launch marketer, has perfected the art of selling the sizzle and driving masses to their opening events, and has never used "hush marketing" but on the contrary, they have always incensed the banter around their every single product.

The rules for developing a proper communications plan around a launch marketing campaign are simple:

• Provide staggered information releases (informational cues) either officially or unofficially
• Say just enough to spur a conversation but not too much to arm competitors
• Plan ahead (buzz around a product doesn't happen overnight)
•  Forget "shock and awe"... consumers are not investors
•  Measure response
•  Be adaptable (if consumers are not liking what they see, change it or present it differently)
•  Promote your launch date and event (if you are having one)

Don't let your PR guy convince you next time about trying to create buzz by holding back information from your consumers. Stay tuned for an analysis of the consumers' emotional spiral that explains why a well implemented launch marketing approach can be so effective.