360DigitalInfluence

Something I’ve been mulling over for a while was solidified over the course of several recent conversations with my colleague, Alan Kercinik.

It has to do with the way brands traditionally launch a product/service versus a more optimal approach that can take better advantage of earned conversations.  At the heart of the discussion is what we call the Conversation Chasm.

And while not new thinking - I’ve seen people write about the topic and a Google search reveals several mentions of the term, including a rough version of a post on my personal blog about a month ago - I do think it’s worth revisiting the topic.

I asked another colleague, Maury Postal, to put a more pleasing design spin on my original (and rather crude) visual.  The X axis is essentially time, with four phases:  Pre-Launch -> Launch Moment -> Road To Sales -> Key Buying Season.  The Y axis is the amount of conversation happening; and I suppose I’d include paid in that equation. But the essence of the axis is meant to be earned.

CLICK IMAGE TO ENLARGE

A few points/thoughts:

• The gray line represents the traditional communication path for many launches.  The Consumer electronics category immediately jumps to mind, particularly with CES upon us.  We see a big, splashy launch moment (usually led by communications), often pegged to an industry trade show or even a reaction to a competitor.  And usually there’s a long lag between the launch moment and product availability.  We see a lot of companies fall into a pretty dark period while the marketing campaign is readied (led by marketing).  Then sales start - boom!  Cue a ton of media.  And finally  sell-through, which normally falls to shopper marketing teams.
• The red is, we think, an optimal model. The big difference is the relative plateau (rather than huge valley) between the launch moment and key buying season.  This a a period where social media can shine; specifically to keep the conversation happening so your media dollars are even more effective once sales do start since you haven’t gone dark after the launch moment. It’s also the opportunity to build relationships with consumers who might be most interested - and then most willing to advocate - for your product.
• The shaded space between them represents the Conversation Chasm, essentially the opportunity to capture (or lose) more word-of-mouth by taking the optimal approach.

Finally, at the bottom of the graphic are brief points about the differences between the traditional and optimal approaches.  A few nuggets:

1. Pre-Launch: Traditionally companies are gun shy about revealing too much for competitive fears.  And often rightfully so.  They tease, but don’t really entice.  But there are a core group of internal advocates (employees) and external stakeholders (partners, retailers, key journos and digital influencers) who need to be enticed early and often both for their inbound insights (on the product or even the marcom strategy) and as a bonus, perhaps even generate positive external word-of-mouth.
2. Launch Moment: Traditionally companies unveil a product in a very dramatic, yet controlled manner.  Think David Copperfield.  But perhaps brands are better off thinking more like David Blaine.  Give your fans a chance to get up-close and personal.  Involve them in the act at an eye-to-eye level, rather than performing from a grand stage.  Be bold, but be inclusive.
3. Road to Sales: This is where there’s real opportunity.  Traditionally companies do just enough during this phase, chambering their energy and dollars for a big push when sales start.  This is where companies have the opportunity to engage fans in a meaningful way over a period of time.  A countdown.  A cadenced release of information.  A contest.  Pre-sales product reviews.  So many opportunities - rather cost effectively - to keep the lines of communication open.
4. Key Buying Season: Listen, I get why paid media - lots of LOUD paid media - is important.  In most cases it’s vitally important.  But I also think companies are smart to pay close attention to early customers (both advocates and detractors) to maximize word-of-mouth and drive incremental sales as well as unearth other ways to keep the conversation alive.  It’s the difference between a set-it-and-forget-it media approach and an always-on engagement approach.

Truth is that communications and marketing still operate in silos many times.  It takes a CMO who demands integration, and front-line soldiers who are in it to win it, not just personal glory. Other factors like retail dependence - that is the need for brands to concoct splashy launch moments to impress retail buyers - create a longer period of time between that launch moment and sales start.  Apple overcame this by taking control of retail, thus allowing them to nearly eliminate the period between launch and sales.  Very powerful.

The traditional way is just the way things are done. Paradigms are paradigms because thinking otherwise is threatening, inconvenient and scary.

That’s another topic for another day.