Happy 2024 🥂! Evaluating Our 2023 Launch Strategy
Retrospective on our December launch
Hi friends, I hope you had a fantastic New Year! Happy 2024 🥂!
Over the last two weeks, I could finally take a small break. It was great to have some free time to reflect. When we started working on this launch in November, we had a new strategy for our next launch. Now that the launch has ended, it’s time to revisit our approach to see what worked and what didn’t. I want to evaluate two key strategies I used for Typogram’s December launch.
Making Marketing Easier with Idea Bank
To help us quickly come up with things to share and promote during the weeks prior to launch, we create an idea bank for content. For each week, we identified a theme/ idea we wanted to share around our launch. We then search our content library of relevant posts and visuals, and developed them into tweets. The goal of this was to grow our newsletter subscribers and reach on Twitter.
By the end, we gained the most followers on Twitter. In comparison, the newsletter grew less in subscribers. This could be because Twitter’s algorithm deprioritizes tweets with links, especially Substack links.
Looking back, the idea bank is a tool I will keep implementing because it makes marketing easy. Like most introverts, I struggle with finding things to say on social media, especially regarding sales and marketing. In the future, I want to develop an idea bank for every single marketing event.
Running a Sale Ending on Launch Day
In the past, we ran a sale on the Product Hunt platform on the day of launch. This time, we ran two parallel sales – one on our own and one through a Lifetime Deals Facebook group. The price for the basic tier (our single-brand lifetime license ) was the same for both sales and we ran both sales for about a month. Our own campaign performed well and generated several sales weeks before and after the launch. The promo at the Facebook group was interesting and gave us several paid customers who ordered multiple licenses. I will share more about our experience and learning with the LTD Facebook group channel in a separate post.
Overall, running a sales campaign parallel to the launch was a good move. It helped us talk about our product a lot more. Next time, I want to experiment with a shorter sales window, like a two-week sale, rather than a monthly long sale, especially for the LTD group.
See you next week! If you have friends who are interested in founding startups, please consider sharing my newsletter with them.