Anticipation Is Making Me Wait

Those of a certain age may recall the Heinz Ketchup commercial that depicted the agonizingly slow pour of the condiment while Carly Simon intoned “Anticipation” in the background. The message was that there’s a payoff for patience.

That’s where I am with the Storming of Thunder Ridge project.

Aside from occasional rants and observations, I’ve been regularly blogging about marketing this charitable road cycling event.

A key strategy is online marketing. We’re soliciting regional bike shops and cycling clubs to inform cyclists about the ride. Registration is handled online. Similarly, we’re asking registered riders to spread the word to their friends and fellow cyclists. To assist in this viral effort, we have a Facebook Page.

The most important marketing asset in our campaign will be the event website. It’s here where we can engage each type of rider or persona to register. Same with appealing to volunteers and sponsors. We know this because in our research and interviews, most of our target audience told us they learn about and register for cycling events online, and tell their friends about them by sending links or inviting them to become Facebook Fans.

In a recent post, I shared that we’ve entered into a barter relationship to develop the website. There are pros and cons to this. One of which is delays to the launch of our site.

Without the website, we’re unable to fully set our marketing campaign into action. We’re so close!

In my professional experience, I’ve found that marketers tend to get hung up on deliverable dates or won’t “go live” unless the project is 100% perfect.

I’m a strong believer of the mantras, “Don’t wait too long or the opportunity will pass” and “80% is good enough.”
For us, we’re waiting because the website is central to the campaign’s success. And believe me, the site won’t be perfect. Rather, it will be effective.

For a wealth of information on the launch process – product or campaign – I recommend you follow my friend Dave Daniels on Twitter (@launchclinic) and subscribe to his blog.

Tell me about your experiences:

Have you missed an opportunity by waiting too long to launch?

How do you avoid “perfection syndrome” delays?

When is “good enough” good enough to go live?

Thanks for reading and for your comments!

(Image: Ben Chau)



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