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I am a little surrsiped at Brian's comments as my experience has been different. I worked for a company that developed and sold proprietary software and the tools to run it, and I found all of these points on target except for #6; our tools were anything but sexy.In my case, we sent out beta releases to key cutomers under NDA agreements and thus got opinion leaders on board early. We were a small company and couldn't create a launch event, but we brought out major updates at national tradeshows, creating buzz that way. I would often announce via press releases vaporware well before actual production release of the s/w, thus drawing out the suspense, and we actually offered discounts for pre-orders. Our CEO was one of our best ambassadors for the company; he could walk the walk in the most incredibly believable way because he knew the s/w and hardware and why we had decided to support certain functionality at the expense of other options inside out.If we did falter, it was in the area of pushing the features of our products over specifying how they helped the customer. However, our customers were themselves engineers and software developers, so they wanted these details. We focused less on selling to other, less technical decision-makers, perhaps to our own detriment. And I'm not sure we PLANNED our product launches in much detail; we just found avenues of promotion and avidly used them.Overall, I found this article to be spot on.
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(VISITOR) AUTHOR'S NAME
Sydney
MESSAGE TIMESTAMP
16 december 2014, 22:56:00
AUTHOR'S IP LOGGED
62.210.78.179
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