Do you remember the Thingywhatchacallit? Of course not. Because that launch was a shining example of our second commonly-experienced launching fizzle, The MeetooOOZE.
Last time we examined the notorious BabupPLURFT and — sputter, clunk — what can happen when efforts are misaligned. If you missed it, you can check it out here.
A MeetooOOZE launch is just what it looks like: “Me too” with a big ol’ “ooze” at the end. It’s an offering that’s perceived as lacking in noteworthiness or distinguishing appeal. A Me-Too. An also-ran. A product or service quickly blended in with the crowd. Lost in the noise. A non-factor.
Here’s what it sounds like in a business:
Perceived is the keyword here. That’s because your offering may or may not be significantly different. What turns the launch into a MeetooOOZE is poor communication.
It very well may be (we hope) that your offering is quite different in a meaningful way, addressing a real market need. When that uniqueness is not conveyed in a compelling way or translated accurately, it can get lost in the sea of sameness.
On the other hand, you may have intentionally developed a me-too product. That’s good strategy; go forth and steal share. But by all means, don’t ooze that puppy into the market with me-too creative or diminished strategic efforts. Tell your story in a unique way and with conviction or you end up in the same place — nowhere meaningful in the mind. A MeetooOOZE.
Communication is integral to differentiation and success. In fact, HOW you communicate is often more important than what you’re communicating. Especially today.
If you’re concerned your launch may be on a MetooOOZE path, we’re happy to talk further. If not, or in the meantime, make sure to check back for the final installment of our Launch Fizzles series: the dreaded KraAHMflop.