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Powering Momentous Market Launches

by Rebel Brown

What if I told you I could launch a product or company and never do a press release or an event? And that we’d get better business results than using traditional launch tactics? Heresy, you shout!

Traditionally, launches have represented the corporate Lightning Bolt, the big Ta Da—regardless of results. We plan big events, create loads of new sales tools and collateral, place those all important ad campaigns. All the while keeping everything in hush, hush secrecy ‘til we near the big day. Then comes the big "Ta Da." Our Press Release hits the wire, we hold some big chest thumping-event and then start selling our hearts out, having trained the sales force the day or week before. The next day we go back to business as usual. Exhausted, but assured that we’ve done our jobs. Just look at all the attendees at the launch, that great PR coverage, the acclaims from near and far.

Then reality strikes. Revenues are slower ramping than we expected, the sales force cries for qualified leads—and the excitement of the launch day fades to a distant memory. We shake our heads and wonder why we aren’t successful. After all—the launch was a big success. But was it?

Today's successful launches are not about one big-bang event, or day or week. They are certainly not measured by press coverage or attendees. Launches have one goal—revenue. To drive revenue, you have to create momentum. To power momentum, you need more than one big bang.

Great launches build momentum over time to propel a product or company into the market, far above the noise and with sustainable credibility. Successful launches leverage an ongoing series of interactions, laying the foundations for market success before the "announcement" ever happens.

Rolling Thunder launches focus on building momentum—and announcing success:

• We whisper our news to strategic audience members, gather feedback, create buzz and excitement, leave our audience waiting for what's coming;

• We sell and deploy our solutions ahead of the launch. We gather supporting evidence from these initial customers, strengthening our sales and marketing efforts;

• We work the "kinks" out of our strategy, story and delivery before we step into the market limelight; 

• Instead of striking brightly one time and then going dim, we rumble, build momentum and then roar into the marketplace

So what are the key differences between a Lightning Bolt and a Rolling Thunder launch?

• Success. We’re announcing success—not availability. We can officially release a product, revenue that product, operate a company—all without a public launch. By announcing success—we build true credibility;

• Momentum. We seed our story in the market, ahead of the launch. Counter-intuitive when compared to traditional launch approaches, isn’t it? Rolling Thunder builds momentum to power us into the market with full credibility;

• Evidence. The fuel for momentum is compelling evidence that supports all our Pivot Points in our target segments. We have strong evidence of our value before we publicly announce. Who can argue with that?

• Market Support. Market support springs naturally from a well executed Rolling Thunder Launch. Support from a variety of sources; customers, partners, prospects, analysts and influencers, media and even a social media presence. That support gives us more credibility than any press release announcing an available new whizbang whatchamafloppy.

• Buy-in. We have buy-in from sales and partners. Direct sales is involved in the entire launch process, with skin in the game from the get-go. Channels and partners are standing with us as an experienced team when we open the public doors. Revenue flows faster, success follows.

Rolling Thunder launches deliver great results. Try one for yourself. Once the thunder rolls, you’ll never settle for a single lightning bolt again.

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If You’d Like to Learn More About How to Create and Execute a Rolling Thunder Market Launch, Read Rebel’s eBook, Available for FREE Download

Rolling Thunder
Powering Momentous Market Launches

You’ll learn:

• The key phases of a Rolling Thunder launch and how to maximize each for your launch;

• The power of a whisper—and how to grow that whisper into a roar;

• Tips ‘n tricks for powering new levels of launch success—measured in revenue!

Rebel has successfully used Rolling Thunder launches for over a decade now; she wouldn’t launch any other way. Click here for a FREE download of this eBook.

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Rebel Brown (rebel@peoplewhoknow.biz) is a go-to-market strategist specializing in early stage and turnaround high technology clients. I've personally helped to define, position and launch over 75 individual products and companies since I began consulting some 20 years ago. My clients—technology vendors and venture firms—tell me they hire me for my strategic, positioning and go-to-market expertise. Some also call me a Spin Doctor.

Read my blog: http://blog.peoplewhoknow.biz