Event Launch Strategies

Exclusivity is a part of every good campaign, and we’ve thus used it in ours as well. Exclusivity gives us a chance to focus on groups during our launch and gives the audiences (users) a chance to be part of something bigger.

Firstly, our launch drive is built on limited access seats. We’re not bringing people into the platform all at once - we’re running open gate windows for adding interested users onto the app.

Secondly, we’re introducing our app to a limited number of early adopters first - our initial set of users, instead of opening to public.

Thirdly, we will be working with handpicked super promoters throughout our campaign - everyone can not just become a promoter if they don’t meet the requirements.

Fourthly, our upcoming - and much sought after - ebook will be available for free to a selected group of promoters.

All of this exclusivity is important for our application and our launch, alike. More than that, it is important for our users. We want our most valued users to get the attention they deserve right through the launch. It’s human nature that people in general like getting attention and feeling important. Also a part of human psyche is the fact the people fear scarcity. For successful marketing you have to build on these emotional aspects. Another important factor that I should mention here is that if you promise anything through your campaign then be sure to fulfill that promise. People may let you play with their emotions but nobody likes being taken for a ride.

Exclusivity: Tell the people that it’s all about them and do this on an individual basis. I am not saying that you treat all the visitors to your website exclusively; instead go for the early adopters. You can give them special offers like sneak peak to videos or photos. Make sure these are the people who get any info first so they feel special. If you do this the right way and make them feel like part of your team, this select group will do wonders marketing your event for free!

Scarcity: For this to work, you have to get the people excited about an event first. Build the hype slowly and gradually and don’t give away too much info. There are people who will be interested just because there is a shortage of tickets but you are catering to a wider market and for this reason you just don’t want last minute buyers. Get the people hooked from the very start so they know that missing your event would be a huge loss.

Once you have the people interested, you can subtly convey that there are not enough tickets to go around. This way they’ll queue up to get the “golden ticket” so to speak. This creates a sense of urgency and makes people take quick decisions. Another powerful aspect of scarcity is that it can help you increase the price. If you have built the hype in such a manner that people believe that the event is not to be missed at any cost then they’ll even pay more to get the tickets. Remember timing is everything, don’t be too early or too late or it will all boil down to nothing.

Final word of warning: keep your word. Don’t promise people something you can’t pull off.

When we open up our application for the initial set of users, only those people who know someone in the initial set will be able to request access instead of a full-blown public access. Anyone who is interested in trying out the application will have to find users to request access from. You can read our posts here and here to understand our strategies better.

Simon U Ford (SUF.EDBD)

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