As a venture moves toward product launch, make sure to perform some pre-launch marketing in a trial and effort fashion to understand the response to your offering. In this effort, create a series of small, flexible campaigns that can be modified as you receive real-time analytics. View these campaigns as small tests to be conducted in the pre-launch timeframe to understand where the majority of marketing dollars should be allocated during launch (and beyond).
Try This: Build campaigns across multiple platforms with multiple messages. See which campaigns resonate best with potential customers. Gauge feedback via individual customers and compare that with analytics information.
Avoid This: Don’t discard campaigns too quickly. Give them time to resonate with the market.