Launching Something
Who this book is for
Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.
Sound familiar?
- Launches with one post and a press release, then silence; nobody remembers after three days.
- The launch goal is buzz rather than a number that can be checked.
- The product's launch date keeps moving, so every preparation is redone.
- Sales hear about the new product on the day it goes live.
After reading, you can
Help a marketer launch with measurable goals and a plan for the weeks after day one.
Each chapter answers one question
Chapter 1: Why launch, beyond simply announcing it?
If this launch succeeds, which number will change?
Without stating what a launch is for, every activity seems reasonable and none can be measured.
Chapter 2: Is launch day really the day that matters most?
Four weeks before launch, what must be finished?
Most of what decides a launch's result is done weeks before launch day.
Chapter 3: Who keeps time when every team launches at once?
On the day, who does what, and at what time?
Launch day is a day of coordination, not creativity.
Chapter 4: When the launch buzz fades, where are the results?
What is my plan for weeks two and three?
First-day attention fades very fast, and most of the results come in the following weeks.
Chapter 5: Will the next launch improve without honest notes?
What did I learn from the last launch that I can write down?
The next launch only improves if this one leaves an honest record.