Here is an example of a quality Launch Marketing Campaign that even I got hooked.
I have been a fan of Christian Rock and Rap music for many years.
One such artist is a man by the name of NF. He is extremely talented in his style of music and, as it would turn out, an even more talented marketer.
His third album, Perception, came out on October 6th last year. While I could talk about the good product he produced, I would rather focus on what he did leading up to the launch of his new record.
First, he gave us plenty of pre-launch content that left his fan base begging for him to drop the album already! In this case, even I was asking him to fix a plate of new music, as that is often what he called it, fixing a plate for his fans.
Next, he had a way of using images and hints to keep us guessing every time he would release something new. For example, when he released his song Green Lights, he did so by simply posting a “g” in his social media pages. At first, we thought it was a mistype. But when he followed that up with an “r” a few hours later, we realized that he was spelling out something. With each letter he posted throughout the day, he had over 2000 people on pins and needles trying to figure out what he was doing.
Third, he released content each day at the same time, Thursday at midnight for me. This meant that when I came home from church, I only had two hours to wait before I got a taste of his new content,
As the launch progressed, and it came to the night of October 6th, the anticipation for his record was at a feverish pitch, and I know that his fan base was begging for it to be midnight Eastern Time.
What were the results of his marketing efforts? His album, as of this writing, was number 1 in all of Itunes for the entire Hip-hop category, and that was just the beginning!
What can you take away from this example of marketing?
First, do you have a raving base of fans? If not, I’d start there. Figure out what you can give that will build you a fan base that is almost begging for you to release your new products and services.
Next, it’s all consistency. NF had his content planned, and he knew when he was going to release his new stuff – what time, what day, everything.
Third, it was all in the build-up. NF used images and hints to build anticipation, up to a point that his fans were demanding him to release the new music yesterday.
Want to know how to set up a launch marketing campaign?
Finally, if you would like to read more on how to construct an effective launch that has these elements and more, you can do so by reading the book Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams by Jeff Walker. I hope this was helpful to you. If you have any other tips on how to launch a market or brand, please post them in the comments box.
To your success,