E-NEWS VOL 2 ISSUE 1

Take a Lesson from the Colts

The number of new corporate web sites launched each year is rising astronomically. To stand out in this sea of .com's, your team can take a few tips from this Colts Superbowl year.

Plan Ahead. Don't begin thinking about how you will get the word out about your new web site two weeks before it is due to launch. Just as in football, a well-played plan is one you have spent time developing. Your company should begin strategizing how you will market the web site as soon as you have solidified the development plan. Once you know who you will be targeting and what the site will provide to this audience, you are armed with information you can build a marketing campaign around, and have it ready and working well before the launch date.

Be Flexible. Don't neglect marketing opportunities outside of your plan. Hang loose and exploit openings to get your message to the end zone. The Colts did exactly that this year with enough drive to make 80 yards on seven plays and win a game when they had been trailing by 18 points.

Put the right player in at the right moment. Your CEO may not be the person best suited to taking charge of the site launch. The coach has immense responsibilities to the success of the team, but when out on the field, it is not the coach who will be handing the ball. Use the skills of your marketing team to handle this launch effectively.

Practice and educate your team before the launch. Make sure your employees are knowledgeable about your web site, what it offers, what your customers will experience when they visit, when to direct them to the site, and how provide support for general usage. Your team should become well versed in how to integrate the web site into day to day business practices and even be educated on your competitor sites to best understand your unique position in the game.

Don't rely solely on the same marketing channels. In addition to your regular moves, consider marketing trends such as youtube.com, industry-related events, sponsorships which will give you exposure in the areas you want exposure, speaking engagements where dropping mention of the site and what it offers would be appropriate, friends, business associates and other network channels. Change it up and be open.

Spend your launch budget wisely. Keep focused on consumer-oriented marketing initiatives. What does your site offer? What is your audience hoping to accomplish by visiting your site? Play that up during launch and enhance their interest with initiatives such as discounts and members-only content. Give them what they want in content, service, and a reason to give you their loyalty. Make your customers become your fans.

Have your quality control team on the ready, and make sure your web developer is responsive to unforeseen needs. Launch is a critical time which you must be prepared to monitor. Carefully watch the replays and respond accordingly. Evaluate results and make timely adjustments.

Don't stop the momentum just because you had a successful launch. Continue planning the future of your site and how it will grow and continue to serve your company. A successful year is cause for celebration, but keep your team focused and immediately begin work toward the next season.