An empty shop around the corner from where I live is in the throes of being turned into a cafe/bar/restaurant of sorts (according to the notification of a liquor licence pasted to the front window).
A couple of weeks ago, a couple of young dudes were busy renovating the inside of the shop. I was intrigued to see what they were doing to the place.
Days later, the window had been painted over, blocking the view of any stickybeaks who happened to be passing by.
How many times have you seen that?
A vacant shop undergoes renovation by its new tenants and window is plastered with sheets of newspapers so no-one can see inside. The reason, I guess, is to perpetuate an air of mystery, to keep potential customers guessing.
Marketing used to be all about that, didn't it?
The expectation...THE BIG REVEAL!
Car companies were the masters. It was all about unveiling the product at some major motoring show in front of the world's motoring press. Apple too have been brilliant in this regard.
Product launch modus operandi
However, with social media the all-pervasive beast that it is, it's pretty difficult to keep things 'under wraps' all the time. Just ask the film industry, which battles constantly against video leaks of forthcoming releases.
And then there is the influence of tech companies and their product launch modus operandi - the beta release. Put it out there and test the product in the marketplace, in real time.
If the social web has taught us anything, it's that people want to peek 'behind the curtain' - to see the machinations of your organisation, to find out what's going on. We're a curious bunch, we like to get involved (and as a brand, you should want people interested enough to want to be involved).
This is a good thing, of course. It builds connection and engagement with the people who matter most to your business. By your keeping constituents in the loop, you're making them part of the story.
Yesterday's thinking
But a lot of companies still persist in adopting the cloak of secrecy. Sometimes, there might be a legitimate reason for it. Other times, however, it's yesterday's thinking.
Just like an organisation's communications - do you put up the corporate firewall and attempt to control the message, or open up a bit, connect a little more and draw people to your brand by involving them in the process?
I'm not advocating one strategy over the other - there are cases for both; I'm merely making an observation.
What's the most effective launch strategy today?
Hold it...protect it...keep it secret in readiness for the big reveal (and hope people are still interested?).
OR...
Eke out details...give people something to talk about, things to share with their friends and peers; open up the curtains a bit...take the newspaper off the metaphorical window and show your new project taking shape before their eyes?
