Question

Topic: Strategy

Retaining Customer Interest After Delayed Launch?

Posted by Anonymous on 2/20/2012 at 5:39 AM ET 250 Points
Our organisation had to delay the launch of our new e-learning programme due to problems with the software vendor.

For several months prior to the launch date we used an email marketing campaign to inform all our contacts about the features of the new programme. The delay (estimated 6 weeks) was also communicated via email, but we are now looking for creative ways to keep our contacts engaged until the actual launch.

Any ideas? We don't want to lose the momentum we'd been building, but at the same time don't have very much to say in terms of an update.

Thanks!
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  • Posted on 2/20/2012 at 7:56 AM Author
    Thanks Phil, you're right.

    We have apologised, offered a free access period to customers who already subscribed, and extended the early bird discount period for those who had not yet subscribed.

    Still looking for ideas on how/what to communicate now in the interim period before the launch.

    Many thanks
  • Posted by CarolBlaha on 2/20/2012 at 8:53 AM Member
    You'lve closed this but here is my two cents. Instead of apologizing and focusing on the delay, focus on the outcome. If you hadn't told them there was a delay they wouldn't have known. Focus on the features and benefits of the project when it is introduced. You may find yourself getting preorders. By repeatedly apologizing you are creating your own lost momentum.
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