{"id":17227,"date":"2018-05-21T10:49:59","date_gmt":"2018-05-21T15:49:59","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=17227"},"modified":"2024-11-22T11:56:53","modified_gmt":"2024-11-22T17:56:53","slug":"tips-online-launches","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/tips-online-launches\/","title":{"rendered":"Take a Page from Beyonc\u00e9\u2019s Playbook \u2013 4 Key Tips to Use for Your Online Launches"},"content":{"rendered":"
\"Take<\/a>
Aleksandr Andrushkiv\/Shutterstock.com<\/figcaption><\/figure>\n

Ever since the fateful night in December 2013 when Beyonc\u00e9 dropped an unannounced self-titled album on iTunes, the game has changed for online launches<\/a>. The trend has continued, with artists from Taylor Swift to J. Cole announcing new projects with little-to-no rollout.<\/p>\n

As marketers, we look for the newest ways to attract attention to our products, programs, and clients. Surprise and delight applies to more than just fireworks shows. It\u2019s become a strategy that brands can utilize to raise the bar.<\/p>\n

Planning Plays a Critical Role in \u201cSurprise Drops\u201d for Online Launches<\/h2>\n

Knowing that digital is a playground for the creative<\/a>, let\u2019s talk about the ways you can use the \u201csurprise drop\u201d playbook to help you with your next release. You certainly don\u2019t want the play you call to be the infamous \u201cwe\u2019re gonna wing it!\u201d<\/em><\/p>\n

4 Key Plays to Help Run Your Online Launches Offense<\/h3>\n

1. Timeliness<\/span><\/p>\n

Where you can, avoid stepping on the hem of another company\u2019s announcement. While we can\u2019t all be like Beyonc\u00e9 and basically be the news no matter what, we can\u00a0<\/em>keep abreast of industry timelines. Whether it\u2019s a trade conference or a competitor\u2019s 50th anniversary, know when or when not<\/em>to target an announcement. Aligning yourself with an event where your audience will be gathered can save on logistics \u2013\u00a0and help you get face-time with industry leaders and media already in attendance.<\/p>\n

2. Cohesion<\/span><\/p>\n

With everyone else agog at your surprise announcement, it\u2019s not the time to have any team member go off-message. As the saying goes, \u201cProper planning prevents poor performance.\u201d Strategize how the internal rollout will work well ahead of launch to ensure that everyone is in lock-step about the news. From front-line employees in sales and customer service to executives who will be in front of media or featured in online content, everyone should have a tight script that includes the necessary details.<\/p>\n

3. Visuals<\/span><\/p>\n

If there\u2019s one thing where artists reign supreme when it comes to digital releases, it\u2019s cohesive visuals and merchandising. From Beyonc\u00e9\u2019s most recent marketing feat, Beychella, and the post-show release of HBCU and Black Greek-themed clothing, to J. Cole\u2019s latest K.O.D. with its trippy drawings that reflect the anti-drug lyrics, marketing has clearly invested in creative direction. Whether you hire an in-house team or work with a third-party brain trust, work to make your designs as consistent and coordinated as your language.<\/p>\n

4. The What-Not-to-Do Tip<\/span><\/p>\n

It goes without saying: never pull a full Kanye.<\/p>\n

Yes, you can be irreverent, even iconoclastic, in your marketing. But don\u2019t alienate long-time customers and fans by being so completely off the mark that they abandon you in droves. Full explanation of Kanye\u2019s latest antics<\/a>.<\/p>\n

A Little Planning Can Take Online Launches a Long Way<\/h2>\n

An unannounced or little-to-no rollout\u00a0<\/em>project drop is not unplanned \u2013 at least, it shouldn\u2019t be. As we see more of these surprise drops, pay close attention to the coordination and consistency that\u2019s obviously the result of planning<\/a>, and by all means use the \u201ckey play\u201d tips above to get started on introducing your own project. People may remember where they were when Beyonc\u00e9\u2019s digital project dropped, and you can aim for the same results for your own.<\/p>\n

<\/div>\n
\n
Take a Page from Beyonc\u00e9\u2019s Playbook \u2013 Tips for #Online Launches by @VeleisaP #RocksDigital<\/a><\/div>\n

Click To Tweet<\/a><\/p>\n

<\/div>\n<\/div>\n

Tempted to try a \u201csurprise\u201d launch? Maybe you\u2019ve experimented with a no-rollout drop? Share your thoughts in the comments!<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Ever since the fateful night in December 2013 when Beyonc\u00e9 dropped an unannounced self-titled album on iTunes, the game has changed for online launches. The trend has continued, with artists from Taylor Swift to J. Cole announcing new projects with little-to-no rollout. As marketers, we look for the newest ways to attract attention to our […]<\/p>\n","protected":false},"author":70,"featured_media":21461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[401],"tags":[135],"class_list":["post-17227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-and-web","tag-digital-marketing"],"yoast_head":"\nTake a Page from Beyonc\u00e9\u2019s Playbook \u2013 4 Key Tips for Online Launches – Rocks Digital<\/title>\n<meta name=\"description\" content=\"Discover how Beyonc\u00e9\u2019s surprise album launch changed the game for online releases. 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