Midnight Launch

12 Dec 2009

assassins creed

Recently, I was talking to some buddies at work about the upcoming release of a video game (as much as it pains me to admit, occasionally I break out the 12 year old inside, much to my wife’s dismay) and they mentioned that they were going out that night to get it.

Being that I happened to know the game wasn’t going to be released until the next day, I asked them what sort of ninja tricks they planned on using to get an advanced copy. That’s when they told me that stores nationwide were going to open at midnight in order to host release parties.

The Original Product Launch

Instantly, the bell went off in my marketing mind and I started thinking about the brilliance of the idea. I remember years ago when local CD stores (do they even exist anymore?) would hold release parties for new albums, but those were generally years in the making.

Video game sequels, on the other hand, are released almost quarterly and rarely see the same type of fanfare today as they might have in the past. However, by doing the launch party thing, promoters are tapping into that secret desire we have to gain exclusive access, get things early, and be the first to own something so that we can tell everyone else what they’re missing out on; even if the product is less than unique.

Making the Ordinary – Extraordinary

Now, I’m not really interested in video games so much as I am in the process that businesses use to promote things. In this case, everyone from the game designer to the retail stores was pitching in to make this event something special. That alone added hype to what could have been just another “ordinary” launch.

It got me thinking about what other ways we as bloggers and entrepreneurs can use to make our own product launches special. Sure, we don’t have retail stores that we can open up at midnight, but what about doing a midnight “invite only” launch?

It’s Party Time

What about turning the event into a big party to make it seem like less of a sales pitch and more of an event? How can you make it win-win for everyone?

I think a lot of what makes a product launch successful is not necessarily the product itself, but the product created via marketing and content channels both before and during the release. If you can do something to create an adventure, and let everyone come along for the ride, then your product will simply be a memento of that experience…almost like entry into an exclusive club.

What do you think…how can we as online marketers change the way that we do business so that we can differentiate ourselves in an already crowded market?

How can you turn an ordinary sales page and email funnel into something cool, hip, and exciting? How can you avoid being marginalized and instead be remarkable?

My Ideas

I have some ideas of my own, but you’ll have to wait until December 20th to see them in action. If you don’t know already, my friend Mike CJ and I are getting ready to release our 6 Figure Blogging Blueprint, Beyond Blogging, around that time.

The book is already gathering a lot of excitement in the blogging community, and is supported by bloggers like Chris Brogan, Gary Vaynerchuk, and David Risley.

Head over to the book site and check it out, it’s going to be awesome. And if you sign up for our advanced discount list, you’ll not only get a discount, but you’ll get to see a modern launch in action.

New Look

If you haven’t noticed, my awesome designer, Kimb Jones, has created a great new look for NathanHangen.com. I’m very proud of the new look and hope that you fancy it as an improvement on my original blog design.

We’re still working out a few kinks, and we’re still adding some new content, but so far everything is working great. However, if you find a bug, send me an email and let me know.

Lastly, if you need a new design at a great price, contact Kimb over at Base 6 Design.

Image Credit