Launch Phase
5.1.2- Launch Campaign – Final content
By this time your content should be ready. This includes your prelaunch emails, your launch messages, your launch website content.
1- Creating pre launch content. This includes everything from autorepsonder emails to your blog posts. Have good writers on board by selecting those writers who can deliver effectively. You can look for them on Odesk.com
2- Creating Launch content. Your launch content should match your launch story. You can read up on how to build good launch stories on EventsListed.com/EventLine
3- Its good to have a run-through action guide for your customers. You can make it in docs.google.com and save it as a PDF online.
4- Your day by day launch plan should be added to your timeline management tool such as lovento.com so that everyone knows what content needs to go out. You can also make sure that your autoresponder series is completely insync with these dy by day plans.
5- Oh and make sure to use copyscape.com to ensure your content is original. It finds content duplicates online for you in a matter of seconds.
5.1.1 –Launch Campaign – Seed launch
Please enlist the points this should cover.
You may want to have a small initial mini-launch before your actual event. For example, a ticket discount sale or an ebook, or a special giveaway project. Each of these are launches, and should be treated as such. Since they come before your actual launch, they can be considered seed launches of sorts.
1- Its good to have a source for launching strategies. Since these seed launches are based on hitting the right emotional triggers, you should read up on these tactics before taking the leap. EventsListed.com/eventline are designed just to help you get acquanted and comfortable with these strategies. It will be a good idea to subscribe to its RSS feed.
2- Speaking of RSS feeds, if you don’t already use a good RSS reader, try using
Feedreader.com or look for Google’s Reader. They are both great and non-intrusive.
3- To notify your customers about the seed launch, you can segment your email lists in
aweber.com and send the notification to only those people who are going to be part of your seed launch exercise.
4- The idea is to have spurts of income flow before and after the launch, so that your revenue is not totally dependent on the launch ticket sales. You can manage your cash using mint.com
5- I would advice you to follow the internet marketing teachings of ProductLaunchFormula.com
4.3.1 – Launch preps - Email lists
Your emails to your prospects should be written in a direct and friendly manner. Its all about having a conversation with them and letting them know about the value that they can get from you.
1- You can use aweber.com for managing all of your email lists. Its lets you segment your lists and send auto-generated emails to each segment.
2- The best way to warm your lists before launch is by building buzz at the right time. The buzz and excitement can be created by giving one chunk of info at a time until their curiosity and thrill peaks at launch. Try using bzzagent.com to monitor and track your the Word of Mouth and buzz around your event.
3- Also, try seeing what the heaviest influencers of the industry doing right. A great way to start is to read about them on buzznumbershq.com. Its like an amalgam of the top best practices and experiences.
4- Use Google.com/analytics to test your opt-in rates on your landing pages. You need to be able to convert visitors to email opters - and a lot of that depends on how well your landing page content is structured and written.
5- Run a survey with your existing customer list. If you are using surveymonkey.com, you can try to send the surveys directly to them in email and encourage them to respond. A good way to do that is by tying it with incentives.
4.2.2 – Event planning – identifying early objections
So event planning involves making sure everything is always under control. Part of this means you should have contingency plans- another part of this means that you need to identify and solve possible bottle-necks before they arise.
1- Market Objections: Your audiences and customers are the most important to please. If you think they may have any objections regarding your event proceedings or ticket prices, you need to get a feel for them early in the planning stage. Use surveymonkey.com to conduct surveys of your sample audience.
2- Venue Objections: A lot of people don’t bother attending if they can’t make it to the venue easily. If the location isn’t ideally suited for the majority of the attendees, it might ruin the event altogether. You can try to make sure you can identify possible objections related to your shortlisted venues and then select the best option. Use lovento.com for shortlisting interesting venues.
3- Legal Objections: To make sure your event security and everything else is according to law, you can get quick access to a free web2.0 public law library called plol.org
4- Once you have the objections identified, simply add them to your Task Manager in your EventsListed.com page and you can make amendments to your plans one by one. Your Task Manager will make sure that you don’t forget any of those important tasks.
5- Kampyle.com enables you to manage feedbacks left on your websites or event pages. Its a great way to correspond with individuals who represent your targeted customers.
4.2.1 – Event planning – launch story
This is a few weeks or a couple of months before your event launch. By this time, your prelaunch plans and launch story should be carefully planned out.
1- Write down your event launch story so that everyone is in sync with it. You can use docs.google.com to write it out collaboratively.
2- Establish a pre-launch story and action-plan. Use a good brainstorming tool to map out your ideas for the launch story before locking them down.
Mind42.com is a browser based online mind mapping application.
3- Get your event overall launch story and offer right. Identify overall launch timelines and add those timelines using an embeddable timeline widget called
xtimeline.com
4- Establish a pre-launch plan & skull session. Go through the posts on how to build hype and pre-launch campaigns at
EventsListed.com/eventline Remember that trigger timing is important to decide when to hit the right mental triggers during your marketing campaign. These mental triggers should help in getting early customers.
5- Once you have the basic plan mapped out, you can use Shoutlet.com to sharpen it up around a marketing campaign. You can create RSS and podcast feeds, launch and track text messaging campaigns, manage and track email marketing campaigns. You can also upload video and syndicate to free video-sharing sites.
4.1.2 – Launch Preps – Getting the schedules up
As we’re getting closer and closer to the Event day, you would now want to have the exact schedules prepared and shared with the team.
1- Set the final menu selection with your caterer for food and beverages & add the menu for display online in your event page at EventsListed.com. Take time to finalize the menu that fits your event perfectly. Make sure that the food and wine are compatible with each other using Snooth.com. Snooth is a very comprehensive wine database, featuring millions of reviews and hundreds of thousands of wines
2- In your calendar, enter the dates you want meetings with all outside vendors and consultants. Its good to meet with vendors to ensure that everything is going according to plan. Its also a way of making sure that everyone is on the same page. iscrybe.com is a good easy to use calendar that can help you get started.
3- You can also use your calendar for scheduling deliveries of special equipment, rentals & confirming setup. This can be anything from music systems, projectors to cameras. Anything that needs to be rented, setup and tested before the event. To setup auto-reminders to your cellphones from your calendar use mymemorizer.com
4- Using calendars is useful if you can make task deadlines and rollouts. Once everything is scheduled in the calendar, your Task Manager notifies you about these due dates and plans so that nothing falls between the cracks. Taskbin.com has an interesting solution for those of you who want to assign and share tasks in a group effort. All your tasks are “shared”. TaskBin is not like a calendar or a scheduler, and there is no need to enter specific dates.
5- When setting up your schedules, you should make sure you still keep a tap on the market, on the location and other things that may effect your event. DontMissAnything.com enables users to define when they would like to be notified in the future without having to fear to receive too much information.
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