What would you do if you hired a new associate?
Opened a second location?
Added a hygienist?
Increased your hours?
Started offering a new procedure?
Would you keep it quiet? Or would you blast the word out to every damn person you could?
In many industries, businesses use hard and soft launches when unveiling something new.
Use a soft launch when you want the word about your new product to get out slowly, oftentimes only to a small group of people. In a soft launch, there is no real formal announcement.
When you hard launch, your new product is announced to as many people as your marketing budget will allow.
At The Madow Brothers, we use a combination of hard and soft launches when we have something new for you. For example, we recently launched a brand new website at madow.com. But the only people that heard about it at first were the ones that participated in our recent live video event. That was soft!
When we launched the marketing for “TBSE 2015 – The Hats of Dentistry,” we went wild. We tried to get the word out to everyone as fast as possible.
When you have the best speaker lineup, combined with a world-class hotel (yes, we negotiated $99 room rates for you), and it all takes place in Las Vegas…
how could we think anything but hard?
Sometimes it is actually called Viagra marketing!!!
So how about you? Maybe one of those five events (from the beginning of the article) is taking place in your office. Maybe more. Or perhaps something different.
Why hold back?
In your case there is likely no reason for the soft launch.
Go all out! Let your patients as well as your community know about what’s new at your office.
Make it hard!!! Very hard!
The Madow Brothers