Hard Work on a Soft Launch Makes a Lasting Impression

The Internet has compressed timelines so much that the rush to be first is at an all-time high, with little time allotted to plan and implement an extensive national information campaign. An increasing response to this time crunch is the "soft launch," a gradual rollout over time. When savvy executives are making it their business to understand marketing strategies and participate in marketing decisions, the soft launch is sometimes ruled out prematurely.

A soft launch is not a marketing launch that can't quite get off the ground, nor is it an attempt to avoid a national or global rollout. A true soft launch is an orchestrated series of marketing communications activities, which gradually introduce a company, brand, product or service. This gradual introduction creates buzz about a product or service ahead of time, provides wiggle room in the launch schedule, can be a boon to companies with young, untried staff and can have a greater impact on media coverage results.

The properly executed soft launch provides benefits not always realized by the traditional hard launch.

Flexible start date and fluid timeline

Instead of depending on one event the soft launch helps develop a timeline of events--resulting in flexibility. Because the true soft launch develops a series of newsworthy items ahead of time, and audiences are not bombarded with simultaneous messages, you have the luxury of rearranging the timeline to accommodate unforeseen obstacles. There is nothing worse than telling customers they will see something one day--and not have it ready.

Launch in stages

Some product rollouts are best suited for a step-by-step soft launch. Create buzz ahead of time and hold "mini-launches" for new product features and functionality or as new regions are added to the service.

Eases untried staff into the launch experience

Training and preparation of staff are critical to any launch effort. One of the bonuses of the soft launch is that it can ease untried staff into the world of interviews, demonstrations and presentations. Extensive debriefings after presentations or interviews will ensure company spokespersons improve with each opportunity.

Increased impact of press coverage

One of the basic tenets of marketing is that the target audience must receive the message at least three times before it sinks in. A single announcement does not have the same punch as positive press that continues over time. By employing the soft launch and carefully crafting announcements, events, and roll-outs over an extended period the savvy marketer can generate ongoing press coverage that is, in the end, many times more effective than the two-day media splash.

Remember: no marketing strategy is without risk. An overlooked downside to the soft launch is the term itself. Investors, media, and potential customers sometimes view the phrase as an indicator that a company is jumping the gun and isn't quite ready for a national launch. This is far from the case, but the connotation must be considered. Much as some organizations now employ public relations experts to handle communications challenges while instructing those same experts to "call it something other than PR," soft launch planners may want to consider avoiding the term altogether when discussing launch plans.

Make no mistake: the soft launch is hard work, but the benefits are definitely worthwhile. So plan carefully, prepare extensively, and enjoy tangible results.

Joyce L. Bosc is founder and CEO of Boscobel Marketing Communications, Inc. in Silver Spring, Md., a branding, public relations and marketing consulting firms in the mid-Atlantic region. A branding pioneer, Bosc launched the corporate identity and branding of America Online from its infancy, including AOL's first-ever free software direct mail campaign. In 1995, she co-founded ESTN Communications Group, to provide niche services for government outreach.