Tatango - Latest Comments in All press isn’t good press

Re: All press isn’t good press

Derek Johnson — Thu, 21 Jan 2010 01:46:19 -0000

So what about this rule of thumb... Unless the press generates revenue,
don't expend resources on it until you become cash-flow positive. Then you
can focus on building name recognition.

* When I say expend resources, it's ok to issue a press release or take
interviews if they come.

Re: All press isn’t good press

Kevin Lisota — Thu, 21 Jan 2010 01:18:50 -0000

Derek,

I'd have to disagree with you on this approach. We've seen the same phenomena that you describe in our business. The high profile articles don't always translate into paying customers. However, brand building and name recognition is a lengthy and sometimes unmeasurable process, and I wouldn't underestimate its importance to the longer term health of the business. I think you need to balance the approach. Yes, revenue rules the day when resources are scarce, but don't lose sight of your need to build brand recognition in the process.

Re: All press isn’t good press

Derek Johnson — Thu, 21 Jan 2010 00:18:06 -0000

Interesting... thanks for sharing. I will definitely check out the app. Good
luck with everything!

Re: All press isn’t good press

Eric Koester — Thu, 21 Jan 2010 00:10:00 -0000

Thanks Derek. Hope all is well.

You can check out the app at the link below. App is www.LearnThatName.com that came out of Startup Weekend. We got covered in the WSJ, Engadget, tons of blogs, etc. Great press, but we were only so-so on sales. Really surprised a lot of us, but did teach the lesson about sales vs. marketing (or strategic sales, I suppose).
- Eric

http://itunes.apple.com/Web...

Re: All press isn’t good press

Derek Johnson — Wed, 20 Jan 2010 21:54:07 -0000

Link up your iPhone app, would love to check it out.

Re: All press isn’t good press

Eric Koester — Wed, 20 Jan 2010 20:07:03 -0000

Great post Derek. We built an iPhone app and got it profiled all over the place, but it didn't translate into sales. Ultimately marketing is different than sales -- marketing can help sales, but they aren't linear. Nice work again -- keep it up.