2. Having a promotional plan is essential.
Many projects debut togreat fanfare then peter out just 48 hours later. Remember that launch is
only one phase of a project’s lifecycle. As campaigns can last 30 days or
more, creating sustainable buzz with fans and media is vital. Beforedebuting, you not only have to put actionable promotions plan in placethat steadily unfold over time and leverages multiple channels (press,social media, fan forums, etc.), you must also secure supporting assets inadvance. These could be screenshots, concept art, video testimonials
from notable personalities. Prior to starting, it’s also vital to understand
who your target audience is, their appetite for such outings and how tobest reach them. This requires market research and a clearly-definedpromotions strategy, just as with any traditional consumer marketingeffort.
3. Outreach must be constant and ongoing.
Upon debuting, your core
task isn’t just to keep chatter surrounding projects alive, it’s to sustain
that buzz and grow it. Not a day should go by that team members, fans
and/or partners aren’t updating, tweeting, posting news, calling on
prospective patrons, or reaching out to influential community membersand critics. Maintaining a running dialogue with backers is also vitalthrough direct messages and mass updates. New surprises,announcements and rewards must be introduced at regular intervals, asthe squeaky wheel gets the grease. Think of it as a virtual telethon if you
want. But since it’s one that lasts for weeks, and must constantly
compete for share of voi
ce, to keep the proverbial phones ringing, you’llhave to steal a page from marketers’ and social media strategists’