“So, I deployed this
awesome thing, and everyone just logged on and started using it immediately.”
-said no one, ever.
-said no one, ever.
A carefully constructed paragraph was sent via email or added to a monthly newsletter, letting the users know that it was ready. “Great news! The implementation is done and our new application is ready. Just log on!”
Then they wait.
And they wait.
As it turns out, a successful deployment does not end when
the software is configured. Guess
what… the users don’t care. Yes, I said it. Users don’t care.
If I’ve learned anything during my years in the software
world, it’s that no one cares... until they care. And then it’s “urgent!” And when it’s
“urgent,” the users are not amused by the exciting images you’ve placed on the
home page. They’re not interested in
pretty slideshows, useful RSS feeds, better cataloging or the different ways
you can search and retrieve content.
The key to all successful product launches is adoption, and
the most successful deployments are almost always accompanied by thoughtful and
carefully executed marketing campaigns.
But you’re thinking, “I’m a researcher, not a marketer.” Well, I’ve got news for you. You are both.
If you want people to get excited, you need to create excitement. These
days, people are faced with so much noise that they will (perhaps
unintentionally) ignore your great news – no matter how great it is.
So don’t stop at “we are now live.” Get excited.
Name your application. Create a
campaign. Send them a gift. Run a contest. Play a game.
Give them an incentive. Heck,
bribe them to log on! You will not be
sorry, and neither will they.
1 comment:
Ha Ha - I just loved that quote ! We're all great at 'making it happen' but not so great at 'keeping it happening' !
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