There are few things that I love more than a good launch. Whether it’s a new product, a product update, a company launch, you name it—I love them all.
I also love Chuck Norris
My good friend Nick—who, I believe, put Mr. Norris on the invitation list for his wedding—introduced me to the wealth of facts
that are available regarding Norris’s awesomeness. Norris has a lot of wisdom to share about, well, everything—including the PR fundamentals of a successful launch.
Here are five lessons from Norris to ensure an outstanding launch. I’m confident I haven’t left anything off the list, after all, the only time Chuck Norris was wrong was when he thought he was wrong.
1. Google won’t search for Chuck Norris, because it knows you don’t find Chuck Norris, he finds you.
You’ve crafted your launch press release and checked it for grammatical errors; now, don’t forget to make sure that your release is optimized for search. Newswires like Business Wire and Marketwire
offer services to ensure that your release is optimized and ready to go. Consider adding a video to your news release, and don’t forget to include links to your company’s social media presence.
2. Chuck Norris doesn’t wear a watch.
He decides what time it is. Know your announcement timeline, and make sure that it’s clearly communicated with all media writers and analysts. Research the media that you’d like to pre-brief to make sure that they honor embargoes—and ask before you spill the beans. Some outlets, like TechCrunch
, don’t honor embargoes
. Communicating embargoes—even specifying the time that the embargo is lifted—ensures that there will be fewer (if any) surprises on launch day.
3. Chuck Norris can lead a horse to water and make it drink.
All of the media coverage from your launch won’t mean much if your website doesn’t help you convert sales. Prior to your launch, make sure that your website is optimized and that it speaks to your target audience. After your launch, study your analytics and use that information to tweak your site and ensure that the traffic being driven to your website converts to sales.
4. Ghosts sit around the campfire and tell Chuck Norris stories.
Never underestimate the value of a well-prepared briefing with members of the media and analysts. Practice your presentation to ensure that it effectively communicates why a consumer should buy the product or service that’s being launched. Practicing also ensures that your briefing is timely and doesn’t run long.
5. Chuck Norris can update his Facebook page from Myspace.
Don’t forget to include social media in your launch communication plan. Have your CEO write a blog post discussing the launch, great new features, etc. That blog post can include an embedded video that is also hosted on YouTube, which is great for search engine optimization. Social media is also a great way to gather feedback on your launch. What is the community saying about the launch? Was there a key feature that was missing? Did you nail it? Pay attention to the comment sections of media coverage and your blog; listen to what people are saying via Twitter. If no one’s saying anything about your launch, maybe that’s a sign it’s time to reevaluate your social media strategy and tactics.
What are your tips for a successful launch? What about your favorite Chuck Norris “fact”?
Sabrina Cook is vice president and resident nerd at tech PR firm Blast Media. A version of this story appeared on the Blast Media blog.