Building Buzz Without Hype
With the rapid approach of a private Scouta beta, I’ve been thinking a lot about building a small amount of buzz to get the right amount of people signed up over on the Scouta web page. However, what I don’t want to do is over-hype the app, before anyone has any idea what it really is, and hence damage the actual launch next year.
Over the years there have been many stories of vaporware–a term coined to explain software that doesn’t yet exist, and in some instances never sees the light of day–and they are usually caused by too much hype too early. Wires News runs a Vaporware Award each year, the nominations for this year opening last month.
So, my aim is to spread the word about Scouta in small doses, building up to the right amount of people needed for the beta. Does anyone have any good ideas on ways we can do this that I can add to my collection?
December 13th, 2006 at 1:12 am
Give us a hint at what you are going to release and it might help
December 13th, 2006 at 5:23 pm
Michael shame on you - you have not listened to the latest Global Geek - we gave you a teaser!
December 14th, 2006 at 2:10 am
I have listened to it, I still want more info!
December 14th, 2006 at 4:56 am
I think a little hint might help get the right kind of buzz. That way you also attract interest among the right crowd. Surely you want test users who will be likely scouta members?
Just a *little* hint
December 14th, 2006 at 9:35 am
That was me asking for a hint, not giving one
December 14th, 2006 at 12:38 pm
Invite a small group of testers and give each one a limited number of invitations. Hype is always without content. If you want the word to spread slowly and with real content behind it, it has to be a natural conversation based on real experience and let word of mouth do the rest.
I’ve signed up for a lot of Betas and at least 50% of them have been a real disappointment. Not because of what they were, but because of what I anticipated they might be, in absence of any other information and I had to wait too long to find out the truth.
Segway is an example of how not to do it.
December 14th, 2006 at 2:22 pm
I’ll get round to posting about it on my (personal) blog, that will give you a VERY small dose of people!
And yeah, we definetly need a hint (ok, I don’t, I’m excited without having any clue about what it is, but others would need a bit more info!!)
December 14th, 2006 at 5:05 pm
Any chance of getting some T-Shirts printed. The logo begs for a T-shirt.
December 19th, 2006 at 11:50 am
Thanks everyone. Great input, and I’m rethinking things now….like when to let out a little more info
Bron: Thanks for the post on Norgdom!
Simone: Thanks for you post on your personal blog.
Mike: you read our minds, t-shirts are definitely planned