How to create a buzz before you launch a service?
Let’s have a look at this simple idea with a splash of creativity that I found on the My Little Paris newsletter. A few interesting things to think about and get inspired by before you launch your new service or product. Perfect for the solopreneurs and creative businesses on a budget.
Why did I find this campaign so attractive and appealing?
First, it serves two purposes: you are building your audience and you are getting feedback which helps you to refine your product/service.
Once Rachel Khoo, the owner of the Little Paris Kitchen, is going to sell her book, she will already have built up her fan base. In the meantime, she is inviting people to sample the bits and peaces of her future product (at a very low risk of 25€) before she sells the ultimate version (the book). This way she will launch a product that is not just good, but also desirable.
It is exactly the same approach as your local pâtissier or the chocolatier uses sometimes – just put into a different context… Remember those times when your local pâtisserie or the chocolatier would sweetly invite you to have a taste of this and that… so genuinely and a little bit carelessly… isn’t that what we all admire? So we get enchanted by this and we stop by to have a look. We are there, looking around, tasting things, chatting… If we enjoyed the experience, we naturally want to take that feeling back home – so we buy.
This approach of sampling is also relevant to the web products and services. You allow the user to experience your product first either through the free trial or a limited access membership, before you ask him to commit or pay a higher fee. Some early stage websites sometimes allow you to experience relevant sections of the website without registering in order to entice you even more and thus create a strong desire to sign up. It is a psychological trick that works well. If such desire is arisen within us, then we not only sign up for the website, but we bookmark it and read their email campaigns with pleasure. And we are more likely to buy, of course. This is called good user experience.
So back to Rachel… After inquiring her about the service – I got one more secret revealed: she posts her availabilities only on her website and for the last minute cancellations she invites to follow her on Twitter @rkhooks.
I am not convinced that the first technique is a good one as she kills the momentum she created with her prospects. Also, she does not develop the relationship with them further so when the time for selling the book comes, they would buy it with pleasure. If she emailed everyone who expressed interest about her future lunch availabilities – she would keep in touch with her prospects. Even if those lunches went out in two seconds, those who would not be able to get in would be constantly reminded about her activities and thus be eagerly waiting to buy her book. It’s easy to forget things in this world full of options… You don’t need to be “in the face” of your prospects, but keeping in touch once in a while helps.
As for her second technique of asking people to follow the last minute cancellations on Twitter – this is smart. She put the online communication tools to purpose. Exactly what we advocate here.
To no surprise, Rachel is overwhelmed with prospect clients these days…
So hi5 to good ideas, creativity and good marketing approaches!