Don’t believe the hype

Last week Todd Defren twitted (twittered? twittoided?) “When launching a start up, TechCrunch40 or DEMO?”

I responded “neither, build a community and let that create your hype.”

To which Todd responded with a blog post here.

Todd says:

Sounds like a reasonable opinion. Seasoned with the salt of experience. Hard to argue. Still, I think maybe it’s wrong.

For as much as the technoscenti like to grumble about “hype,” it’s an invaluable way to introduce a company or concept to a broader swath of the population. And venues like TC40 and DEMO are hotbeds of hype. Really, it’s as simple as this: hot shows provide a convenient narrative “hook” for the mediasphere. That’s not a bad thing. Tradeshows are the progenitor of memes.

Which I don’t necessarily disagree with… BUT… (there’s always a but) I would respectfully ask us all to take a collective look at the Alexa charts for any of the companies launching at TC40. Or any company that bet the farm on launching with a great hit in TechCrunch. All respect to Mike Arrington (and I do respect Mike for what he’s accomplished, really, Mike, I love you man….), the track record for most companies that choose the path of “launching in TechCrunch” is a huge burst of traffic, followed by 100,000 or so ‘test’ accounts and then within two weeks traffic drops off to pre-launch levels.

I’m willing to bet this will be the fate for better than half of the companies that were introduced this week at TC40. Just as it is for many companies that bet the farm on a strong launch out of the gate with DEMO.

Now think for a minute about the audiences you are trying to reach. If you want to reach rabid tech geeks and VCs and tech elites, by all means, TechCrunch (or TC40 or DEMO) is where you should be. But if you are interested in building up traffic (and a strong community) over the long haul, then while big splashy conferences should be part of your strategy, they shouldn’t be the the centerpiece. And in any case, relying on a big launch is missing half the work you need to do to build lasting value.

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Phil Gomes

Well-said...

Arrington still hasn't thanked me for the copy of "Fire In The Valley" that I sent him, just so he could learn that there was a silicon valley before 1995. Ingrate...

Todd Defren

I don't disagree with ya - we're more aligned than our respective blog posts might suggest. I particularly DO agree with Brian O's related post at Like It Matters: "Always be launching."

Dan Greenfield

If I may weigh in, I support the split the difference approach. Based on my experience, a big burst rarely hurts, but like any candle, you need oxygen to sustain what I call the slow burn. To me, building a community fuels the engagement long after the initial headlines fade and loyalty begins. The beauty of communities is they allow for discussion and a forum for announcements and news that may not merit a press release.