What is the best way to sustain launch over time and prevent the spike in traffic in the short run without long-term results?

There was a similar question below, so I encourage you to check that out, but otherwise here’s a list of other thoughts that come to mind: For initial launch campaigns I always try to consider what can be repurposed and reskinned post-launch for use in lifecycle campaigns, ad campaigns, and user education. That means build things in a modular way so you can take out any key dates or "brand spanking new" launch messaging without having to fully redesign collateral. Post launch try conducting a su ...Read More

“No, don’t do it! Don’t create a massive spike in traffic and run-up in sales that blows through your numbers.” said no one, ever. But really, I get it, you’re not looking for empty calories, you're building a business. Here are a few thoughts. 1. Understand what might drive a short-term spike that doesn’t carry through. Is your media spend too front-loaded? Do you not have the right product-led growth motions to create sustainable growth? Are you taking pricing action along with a product launc ...Read More

First of all, don't try to prevent the short term spike! that's why you launch, to drive attention and focus for one thing in the short term.  But how to get long term results: have a plan to continue building momentum. Like for a new product, you want to continue building momentum with content, marketing campaigns, sales team selling it, etc. And don't forget feature launches, if it's a new product, plan the announcement of the product, but then plan follow up launches for new features as you b ...Read More

Customer stories and case studies. Proof!  The public facing spike in the intial phase (hype creation), needs to move on to proof (value creation).  We saw this at Helpshift where the Chatbot product started to fully automate upto 70% of a few customers' inbound customer service chats. This was way beyond what any other product in the industry was able to accomplish.  Once the company had this data, it became very easy and effective to credibly continue to market and sell the product. It was no ...Read More