CoreOS' Melissa Smolensky: Minimum Viable Launch, What You Need For Marketing Success
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Minimum Viable Launch June 16, 2015
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Transcript of CoreOS' Melissa Smolensky: Minimum Viable Launch, What You Need For Marketing Success
Minimum Viable LaunchJune 16, 2015
The Art of the Launch
Success
PR + AR + Social Media + Content + Online Ads + Excited Team
(synchronized storytelling)
Challenge at Launch: New brand + New product
Goal at Launch: Market positioning + Drive signs-up for private beta
40+ unique articles | 1,000+ unique tweets
1,000s of private beta sign-ups
e.g. example
Step One: Set Goals For Your Launch
Messaging and CTAs
Step Two: Timing Your Launch
Product is ready, really?
Tradeshows?
Industry news?
Timing Matters
Step Three: Develop the Story
Heading What is the overall message you want to get across
Subhead Provide one sentence that explains the message in greater detail
Summary of News First paragraph provides the news in an easy to digest paragraph form
Quote from CEO Write their quote for them
More information on the product Provide additional information on where to purchase
Quote from Third Party Write a fictional quote from an analyst, customer, partner or investor
Elements of a Press Release
Heading
Subhead
Summary of News
Quote from CEO
More information on the product
Quote from Third Party
boilerplate + contact info
assets - ads - newsletters - blogs
Brand Your Launch
Step Four: Third Party Validation
Third Party Validation Resources
Analysts Gartner, IDC, 451 Research, RedMonk and Forrester
Well-Known CustomersBrands your reporters know
PartnersIntegration points, Advisors
InvestorsAccelerators, Board, VCs
Step Five: Reaching Out to Press
Find Your Beat
&EMBARGOs
Hi X -
On X date at X time we will be launching funding alongside our new product called X. If you agree to the embargo happy to send you the release or set up time to tell you more.
Since we have not previously met, we do X.
Do you have time on X date to talk more?
Thanks,X
The Pitch
A reporter wants to talk, now what?
Step Six: The Day Before
Coordinate&
FOLLOW-UP
Step Seven: The Importance of Day-of
ALL-HANDS ON-DECK&
Follow-up, Again
Step Eight: Thank-Yous
Objectives: Set goals for Launch. (e.g. Brand positioning to Sign-ups)
Embargo Time: Stick with it or you lose respect quickly
Minimum Viable Launch: PR + AR + Social Media + Content + Online Ads + Excited Team
Prep for Interviews: Answer the hard questions, someone will ask them.
Day Of: Clear your schedule to focus on the launch. Encourage your team to promote. Keep following-up.
Post Mortem, Team Drinks, Repeat.
Quick Takeaways
