Stealth Marketing - A Multi-Part Briefing

Updated: June 24, 2010

The first time you say to a friend, "I've got a great idea for a startup company," you have begun your marketing communications and brand building.

Many people think marketing communications begins with the launch - the day the product is ready to ship; your service is available for purchase; or your website is open for business. Indeed, with your "launch" you start a PR storm and meet with the press to tell them the NEWS about your revolutionary concept with the hope of garnering an article on the front page of the Financial Times, EE Times, and a hundred other publications/websites that will result in customers and sales.

In reality, as a high-tech entrepreneur you spend much of your time and energy talking about your company well before the launch. Though you may be using a safe and conservative strategy of remaining "stealth" until your product is ready to go out the door, the seeds of your future marketing program are being planted.

Each lunch meeting with bankers, "non-disclosure" presentation with lawyers, venture capitalists, and accountants or catch up meeting at the pub with your buddies is a chance to start your "under the radar" marketing campaign. Done well, you will begin to build marketplace awareness that can be crucial to your ultimate success.

A little hard thinking before the whispers begin can provide tremendous positive momentum and establish you as a serious player right from the start. Of course, it starts with an idea for a product or service that provides meaningful value to its target customers. Once you have decided the idea has "legs" and you're going to build a company around it, you will want to think through some key marketing communications opportunities.

Key elements of "under the radar" startup marketing communications - from first whispers through product launch.

  • Unique company name - register domain name and file for trade mark registration
  • Value proposition, competitive positioning, messages
  • Corporate look and feel, logo, style-guide to match company character/style
  • Corporate presentation and elevator pitch
  • Website during stealth-mode
  • "Insider" communications program
  • Preparing for Launch - Launch strategy
  • Preparing for Launch - Public relations plan and resources
  • Preparing for Launch - Metrics & ROI
  • Launch
Featured Research
  • 2017 Contact Center Software Cost Guide

    Are you paying too much for your contact center software? Are you satisfied with its capabilities, or do you wish it did more? These are questions most businesses don’t take the time to think about, even though contact center software is one of the most important investments that you’ll make. With a little bit of planning, you can end up saving money and still end up with better functionality. more

  • What You Need to Know About VoIP Security

    No matter the industry or area of expertise, a strong VoIP system is the perfect tool for any business looking to take both its internal and external communication to the next level. more

  • Are You Using These 5 VoIP Features?

    In large part, the success of your business depends on the strength and reliability of your team’s many communication networks—this includes your Voice over Internet Protocol system (VoIP). more

  • Video Conferencing Best Practices

    Video conferencing is quickly becoming one of the most important communication channels for both small and big businesses. As more businesses turn to this technology, expectations about the experience are also rising. It’s not enough to just offer video conferencing as a communication method. You also need to meet minimum audio and visual standards, and there’s even proper etiquette to consider. more

  • 10 Contact Center Myths Busted

    For most forward-thinking companies, the use of contact center software is on the rise. That said, in spite of contact center software’s sudden rise in popularity, a number of myths have begun to take shape. more