How do you react when people promise to do something – and then don’t?
It happened to me not so long ago. I was working on a market launch project. We needed buzz around social media and direct marketing. So we went to “close associates” of my client to ask for their support.
Everyone agreed, they’s be happy to do whatever they could to promote the launch! I wasn’t surprised; it’s a great product, a cool new company and a big growing marketplace.
The week of the launch arrived. We just knew we were going to rock ‘n roll! And we did! We were all over the media with this great new product. Positive reviews, great interviews and super supportive customer feedback – the best I think I’ve ever had as part of a launch. We rocked!
The only thing missing was support from most those “close” associates. They all committed to specific communications to their audiences. When we checked in ahead of the launch – all systems were “Go!”
~ 80% didn’t do a darn thing. Not a single Tweet, FaceBook post, email, customer newsletter mention, Press Release (in the case of the partners) – nada.
I was REALLY surprised by this one. We didn’t use any high pressure sales tactics to get their agreement, anything but. We gave them information, discussed how we could mutually benefit from their support – and then we let them decide.
So much for commitment…
It certainly has me wondering…. ideas anyone?
