I am a planner, nearly to a fault. I like to plan… then discuss it aloud multiple times… before acting.
I also like timelines…very, very specific timelines. I know most clients like this style too. So, why is it so hard for us all to stick to a roll-out plan when unveiling a new product, service, or brand image? I find that even the most Type A individuals often can’t resist the urge to jump the gun. A good analogy would be the person that just CANNOT wait to unwrap a gift on Christmas. Or the person that has to wear their new shirt the very next day. (Admittedly I am both of these people.)
The “phenomenon” I’m talking about is also called straight-up EXCITEMENT. It’s generally pretty innocent, but there is a good chance it could affect your campaign’s success rates. Here are some tips for thinking more about why and how to not spill the beans too early.
Confusion
Not having a strategic plan in place about how you will roll-out new information to your audience means you will inevitably confuse someone, and more than likely a lot of someones. For example, leaking the info on social media too early before a having a platform for interested parties to land. #rookiemistake
Identity Crisis
“Wait, why does your brand have more than one logo?” says customer…. I feel like this one is self-explanatory.
Bad Timing
Creating a plan allows to you to think through and thoroughly research other events, holidays, and happenings that impede your initiative’s success. Or on the flip-side maybe you will find a date or event that has synergy and might compliment your efforts.
Trust
We all want to feel trusted. It is important to think about whether or not colleagues/clients/customers might raise an eyebrow at your hasty moves.
Give Yourself Breathing Room
When time-lining a roll-out plan it is important to give yourself breathing room. Be realistic about the time it will take to get final approvals particularly if you plan to put some teasers out there on that thing we call the Internet. One mistake that I won’t make again is ever having to change “Website Coming in Spring” to several different seasons. Burr…
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