6 steps towards a successful launch event

Perfect your brand story

Before you officially launch your product or service, you need to have a brand identity, and be clear on what your brand stands for. Make sure the story is presented in a simple and compelling way across all platforms and touchpoints.

Test the market

It’s always tempting to just jump in headfirst and hope for the best! But it’s a risky strategy, and not worth jeopardising what you’ve worked so hard for. So, create a focus group or launch an MVP (minimal viable product) to test the waters and figure out what tweaks you need to make before taking it further. User feedback is a vital step in perfecting your offering.

Pick the right date

Once that’s done, you can start planning the anticipated launch event. And this isn’t as easy as it sounds… in fact it’s something you need to be very clever about.

It’s also industry specific and depends on who your target audience is, but in general:

  • Avoid school holidays, as families tend to go away or take time out from work.
  • Avoid the silly season – most people’s calendars are jam packed in December and they are trying to wind down rather than squeeze more in.
  • Check what other events are on the same day, and whether your target audience are likely to attend.

Create a dream team

Don’t try to do everything yourself. Focus on what you’re good at and bring in experts to do the rest. This could be the catering, the entertainment or the organisation of the actual event.

When it comes to guest lists and media coverage, working with a marketing and PR agency can save you time and money, as they are likely to be well-connected and well-versed in this space. They can assist with potential brand collaborations or sponsors, as well as social media influencers, media coverage and support on the day. This typically covers liaising with journalists and influencers, as well as live tweets and Instagram Stories.

Measuring the success of the launch campaign or event is also a critical part of the process, so you can understand the return on investment. For example, if an event hashtag is promoted and used, you can track how many people posted about the event, and what reach this has on a particular platform. Sales following the event can also be tracked, to see if there is a spike or interesting pattern.

Have a draw card

With an endless stream of giveaways and events available to influencers and industry leaders, you need to come up with a way for your event to stand out from the crowd. Look to bring in a world class guest speaker or better yet, curate an interactive experience that will inspire or impress guests and give them a welcome break from their 9-to-5 day, or what they typically experience at an event.

Generate instant sales

Launch events are primarily for brand exposure and networking, but you can convert attendees into customers while you’re at it! Something as simple as offering 10% off all online purchases made within 24-hours of the event, using an exclusive discount code, can have a significant impact on your bottom line and justify the cost of the event.

With online shopping, e-marketing and online enquiries at an all-time high, brands can be tempted to skip a launch event altogether in the belief that customers no longer desire a face to face element on their path to purchase. However, we believe that the in-person interaction and engagement can go a long way in building relationships, trust and brand affinity with your target group. In turn, the guests’ first-hand experience with you and your brand also has a powerful word of mouth effect that can ripple out to a wide audience, long after the launch is over.

Originally published in Your Business Magazine

How and why to engage with your online community

Gone are the days where a customer needed to go to a physical store to speak to a sales consultant or phone a toll-free line to get the information they wanted about a product. Now the lines of communication have been blown wide open with the opportunity for brands to have a presence on a number of social media platforms. And with this, has come the need for businesses to have a clear strategy on how and when they respond to customers on these platforms.

Big brands who put resources behind community management and are able to respond to queries/ comments/ messages as they come in are strides ahead of those who can’t. The customer of tomorrow is demanding. They have choices with regards to who they buy from, and they will take their money to a brand who does it better. It sounds extreme, but business credibility now depends on how quickly and how well you can respond to your customer on social media.

The stats show that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Already in 2015, Facebook influenced over 50% of consumers’ online and offline purchases, and 78% of people who complained to a brand via Twitter expected a response within an hour (source: Lithium).

And it’s not only social media; in fact, a 2019 Google Consumer Survey of 1 500 respondents found that more than 80% of people who contacted a brand via email expected a response the same day; only 3% believed that they might not get a response at all.

Those are pretty scary stats, but with a good strategy and some knowledge, businesses can use these platforms to shoot their brand image through the clutter and make a name for themselves in the world. Here are a few tips to get started:

  • Respond to every enquiry or comment timeously, no matter how simple
  • Train your community manager on your brand personality and tone (or better yet, create a comprehensive brand guide if you don’t have one already)
  • Use templates replies to save time and ensure the right information is communicated, but try to personalise the message slightly each time.
  • Know your product, and be able to tell the customer exactly where to find the info they’re looking for (preferably a link to your website)
  • Give realistic deadlines, don’t say you’re open for enquiries 24/7 if you’re not
  • Embrace your top fans (using Facebook’s handy tool) and engage with good experiences as well as bad
  • Create a report each month, and monitor whether the sentiment is becoming increasingly
  • positive, or if there is a particular negative backlash or issue that needs to be dealt with

Remember, you don’t know what’s going on in a customers’ head, they may be a very loyal brand enthusiast and post about one bad experience on social media. If their complaint is not responded to, or worse, the reply is not helpful or aligned with the brand’s tone, then you may lose what could have been a brand ambassador for life.

Keep your customers happy by creating a space for them to feel appreciated and taken care of, and they’ll keep coming back to you again and again.

Make your business stand OUT on LinkedIn

Make your business stand OUT on LinkedIn

By Janine Langheim

Posted on 13th March 2019

Reading time: 5 minutes

Since its start in 2002, LinkedIn has grown in fame for connecting professionals all over the world. You might see it as an online tool to find your next position or advance your career. However, it can also be invaluable for growing your brand and expanding networks for your business.

Companies, particularly those with a B2B focus, can use LinkedIn to access a target audience that is not found on other social media platforms.

Here are seven sure-fire (tried and tested) ways to market your business through LinkedIn:

1. Start with your own profile

Yes, we are still focussing on how to market your business on LinkedIn, but the reality is that people do business with people, not companies. Your personal profile, and that of every team member within your company, all form part of the collective perception of your brand and is where first impressions are formed. When looking at someone’s profile, people silently answer the question “Do I want to work with this person?”.


Do your best to make sure your profile stands out from that of others in your industry (competitors). Make sure your profile image, qualifications, experience, skill set is always up to date and that your profile is 100% completed.

2. Create a complete LinkedIn company page

Now that your personal profile is set-up correctly, you can focus on your LinkedIn company page. A LinkedIn company page is different to a personal profile and is set up to represent a business or brand to potential customers, investors and partners. The page allows you to post updates and add information that comes across more effectively from a brand name than from an individual.

As with your personal profile, make sure you complete your company page 100%. According to LinkedIn, companies with complete information get 30% more weekly views.


A complete page is made up of:


  • Your company logo: Upload a quality version of your logo, positioned and sized accordingly.
  • Page cover: A lifestyle image that complements the core messaging of your brand and works aesthetically with your company’s CI.
  • Company info: This includes your website URL, location, company size and type.
  • Description: Include relevant keywords and phrases that best describe your company’s mission and purpose.  This will help LinkedIn members who search by keywords, find you.

Also make sure that you and all your team members link their personal profiles to the company page.

3. Clarify your company goals and audience

You can’t reach your goals if you don’t know what they are. Make sure you know exactly
what you want to achieve with your LinkedIn marketing. Common marketing goals include
generating leads, making sales and/ or creating branding awareness.


Understanding what ‘success’ looks like will make it easier for you to identify your audience, strategically populate your profile, target your adverts and decide on what content to share.

4. Share content that matters

Always share quality content that your audience will find interesting, that will help them to perform better in their jobs or help solve their pain points.


Although you would naturally want to only focus on promoting your business,  include a good dose of ‘curated content’, which is content posted by other individuals or businesses that might be of value to your followers.


According to LinkedIn, their members love a fresh idea. And that is why publishing thought leadership content is one of the most powerful ways to grow your LinkedIn audience. As Laura Ramos from Forrester says, “Business buyers don’t buy your product; they buy into your approach to solving their problems.”


Regularity is another key element to success. LinkedIn recently shared that companies that post weekly see a 2x lift in engagement with their content. Posting daily will increase that number even more, however make sure quality is always maintained.


Finally, the golden thread should be that all your content must align with, and aid, your company in achieving its business goals (as mentioned in the previous point).

5. Use rich media to increase engagement

We process images much faster than text. So, it makes sense that posts with images garner over six times more engagement than text-only content.

Meet your audience’s craving for visual content by adding images, YouTube videos, and GIFs to your updates. To keep things interesting, alternate between these three to best suit the content shared.

6. Amplify your offering

You don’t have to spend thousands of Rands on LinkedIn advertising each month to effectively reach your target audience. We have been surprised at how a conservative budget of between R200-R500 a month can make a remarkable difference to the effectiveness of brand’s marketing campaign.


Choose between ‘boosting a post’ or ‘creating an advert’, and set everything from your target audience’s occupation, age and location to their interests.

7. Regularly audit your page

Make it a priority to audit your business page once a quarter to make sure it always reflects your brand accurately. It should include posts about your latest achievements, service offering and team members.


Although it is simple enough to audit your profile yourself most times, we suggest that you get a third party in to do an external audit once a year to make sure there are no blind spots that might be keeping you from that growth you desire.

As with all social media platforms, change seems to be the only constant on growing platforms such as LinkedIn, so make sure you regularly read industry related articles to familiarise yourself with changes or add-ons. However, if you’d rather spend that time on your business directly, it might be time to source a digital agency like Yellow Door to manage your business page for you! Pop me an email at janine@theyellowdoor.co.za if you’d like to take the conversation further.

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

Recently on the blog

Q&A with Stephanie Pope

Em and Steph have been friends since school days, and over the past couple of years she’s become invaluable to…

How to choose the best social platform to reach your customers

How to choose the best social platform to reach your customers

By Dominique Sandwith

Posted on 21st February 2019

Reading time: 5 minutes

This post was originally featured in Your Business magazine

Are you running a business and wondering how to find time or knowledge to market your business online? According to a study by LeadPages, 47% of small business owners handle their marketing efforts on their own. So, you're not alone; almost half of small business owners have to juggle running their day-to-day business activities whilst ensuring that they are getting the word out about their brand.

Whether you are a retailer, own a dental practice, a tour operator or restauranteur – the options are endless when it comes to digital marketing platforms and how to use them. In order to figure out which ones to use and how often, you need to understand more about them.

Social platforms explained

■ FACEBOOK FOR BUSINESS has the biggest audience on the internet and is where most brands compete for customers’ attention.
■ TWITTER provides a short, succinct way to market to potential customers by sharing news and facts in two sentences or less.
■ INSTAGRAM & STORIES provides a visual way to represent your business and connect with consumers.

■ IGTV is a new kid on the block, with user-generated television for your phone using videos that are up to an hour long.

■ PINTEREST is ideal for a visual representation of your business (most popular with product offerings) or scrapbook style collection of thoughts.

■ LINKEDIN provides a way to connect with other businesses and potential employees.

■ YOUTUBE is the go-to place to keep your video content library.

■ MAILCHIMP is not so much a social network, but a useful tool for email marketing, which is key to a holistic content marketing strategy .

Pick your poison

Equipped with this knowledge, you now need to assess your business and see where your potential content would fit. Think about the type of content you will be able to create easily, and the resources that you have at your disposal. Remember that it needs to add value to your customers. If it seems like a stretch, it’s probably not wise to start down that road.

As an example, if you’re the owner of a dental practice you could realistically use Facebook (for case studies and success stories), Instagram (to show off your clients’ exquisite teeth), LinkedIn (to attract talented new dentists to your practise) and Mailchimp (to market the latest techniques and specials to your database). However, if you’re a ‘one-man-band’ as mentioned earlier, you probably don’t have time for all of that anyway.

Our advice is to stick to two social networks and do them well. According to a recent study by CoSchedule, the most effective strategy is to post once per day on networks such as Facebook, Instagram or LinkedIn, and up to 15 times a day to Twitter. And as you know, creating and scheduling content takes time and effort. Therefore, it’s better to stick to the ‘less is more’ theory. Choose two that you can handle, and post higher quality content less often, but be consistent.


Plan ahead for simplicity's sake

With so many scheduling tools at your disposal, there really is no excuse not to post regular content across the platforms that you have chosen. Apps like Hootsuite, Planoly, Tailwind and Facebook for Business have made it easy for small business owners to spend one portion of time per week or month to plan ahead and schedule content all in one go.

That being said, this would mean that all of the content is created and ready to schedule at one time. Our advice would be to keep it simple. Repurpose content into various forms, linking back to the same section of your website, blog post or video. Ask yourself what your customers genuinely want to see or how you can add value to their lives. Have a conversation with them and make sure you don’t bombard them with sales posts that make them think you only care about making money.

"Our advice is to stick to two social networks and do them well. Stick to the ‘less is more’ theory. Post higher quality content less often, but be consistent."

Once your content is scheduled, you only need to focus on monitoring the platforms and answering any queries or leads that come your way. This is another reason why you don’t want to spread yourself too thin.

It’s also important to value your time and skill. If creating content and interacting with your customers online is not something you’re comfortable doing and it’s going to take you away from building up your business, invest in a good digital marketing team to ensure you have your bases covered. The cost is far outweighed by the peace of mind that your marketing is being done while you can focus on what you do best, whatever that is.

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

Recently on the blog

Q&A with Stephanie Pope

Em and Steph have been friends since school days, and over the past couple of years she’s become invaluable to…

From feeds to stories: what’s new in the world of Instagram

Instagram has undoubtedly become the queen of social media apps, while Facebook still remains King. As of June 2018, Instagram proudly announced that they’d reached a whopping 1 billion active users per month – which increased by 25% over the past year!

Earlier in the year we shared tips on Instagram Stories. This time round I’d like to take you through the best new features, which will help you get the most of out of your digital marketing.

The need for a longer feed – IGTV

The most notable feature added to Instagram recently (20 June 2018) was IGTV, a new platform for longer videos that is designed to function like social-media based television. The new feature supports longform video – up to an hour long – shot in vertical orientation.

The videos take up the entire smartphone screen, like Instagram Stories, and they’re accessible not only within the Instagram app, but via a separate IGTV app which you’ll find on the Android and Apple stores respectively.

Instagram Stories 102

Did you know that Instagram Stories recently celebrated its second birthday? Jeez, how time flies. And there are a couple of nifty new features to try out.

First up we have emoji sliders – which are similar to a poll, allowing you to indicate how much you like or dislike something. For example, “How much do you love coffee?” could have anything from a sad face to a beaming one, with a slider that has a lot more emojis in between. The emoji sliders can be placed within your Instagram Stories.

Next up is that you now have the ability to share posts from your newsfeed directly to Stories. Remember the days where Stories were Stories and posts were posts on Instagram? Well now you can share your posts — and other people’s posts — directly to your Instagram story. This allows you to promote brands you like on your own story, making it easier to share a new product launch with your followers for example.

One of Instagram’s latest features allows you to ask your followers questions in Stories. Your question will appear in a little rectangular sticker in your story, followed by a text box that your followers can fill to their heart’s content, whether they’re providing some insight about a new product, or just to let you know what they think about your service.

More face time – video chat

Looking to video chat with a fellow Instagrammer or pal? You can now do so effortlessly through the app itself. One of the best features with this new video chat option is the ability to continue to scroll through your newsfeed whilst chatting! You can even have 4-way chats with friends at the tap of a button.

If all of these updates to Instagram seem overwhelming you are welcome to contact us and we can either show you how it’s done, create a strategy for you, or run your brand’s Instagram account on your behalf.