Pre-launch its all about the planning, creating a message and finding out what tools and media to use.
With the launch you can either use tactics, an event or media. You can also use a range of all of these.
Then post-launch you want to keep the buzz going and review how successful the style of launch was.
- dripping tap - a controlled reveal over time.
- lockdown - enforce a strict embargo on all outbound communications until launch.
- ripples - empower key influences to tell your story.
- grass roots - create groundswell from existing fans before opening to a broader market.
- riddle - create an elaborate experience across a range of platforms where they have to solve problems to reveal the product.
- betamode - give early access in order to gain feedback
- stampede - create the impression of excess demand by restricting supply.
- shockwave - court controversy in order to generate headlines.
- sampling - enable customers to experience or try the product for free.
- keynote - live event with key influences to reveal the product.
- fanfare - a big bang launch.
- survey - ask what they want and give it to them.
- domination - dominate a specific platform.
- star prize - offer a once in a life time opportunity.
- alienation - launch in an alien environment.
- coat tails - exploit positivity and work with the famous.
- snowball - start small and grow in it's own momentum (viral).
- playmate - collaborative partnership.
- movement - create a clarion call which people can rally behind.
- crowdfund - pay before launch.
- zeitgeist - capture the mood of the nation.
- bonfires - start lots of small fires.
- sabotage - go on the attack.
- stunt - create a publicity stunt.
- advertain - blur the lines between advertising and entertainment.
For my brand I believe it would be best to use a selection of sampling and playmate. I chose these because the product is quite new to the market so customers would feel the need to sample it before splashing out, also working with a brand/company that already has a similar customer base would work well together. I still need to research into some of these in further detail to decide what else I think would work with my fragrance brand.