Myth
Startups often feel the need to spend big dollars for a magnanimous splash event to rally the industry behind their incarnation of the "next big thing."
Truth
While having a meaningful impact at launch is important, what will impress editors, analysts and pundits even more is demonstrating success over time. Often referred to as "rolling thunder," you are much better off and will have a much higher ROI on your PR spend by regularly pulsing the market with worthwhile announcements than spending hundreds of thousands of dollars on a launch event.
When you're ready to launch, have a plan in place that stages announcements for the next three, six and twelve months. Make sure that you focus those announcements on those issues that your audience will find relevant such as key customer wins, new strategic partnerships, surpassing meaningful company milestones, etc.
Just so you know, several of today's most talked about companies including Apple, Google and Microsoft did not have a formal launch per se. The media traction for those companies came from staying dogged with PR pursuits over time.
So, before you commit to spending a huge portion of your newly minted investor dollars on a launch event, spend the time to think through how to get the most bang for the buck over the long haul.
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