Create Buzz. Then Deliver.

We’ve all looked forward to things that let us down. A vacation you couldn’t wait to go on or a new product that you couldn’t wait to get your hands on – sometimes they just don’t live up to the hype. And that disappointment is something consumers hang on to and remember even through the good times.

Maybe you’re created the best viral marketing campaign ever. You’ve got emails going out to tens of thousands of people. Popular blogs have picked you up and are anxiously awaiting your magical appearance in the marketplace.

After all of that preparation, your delivery had better be spectacular. If not, you will have a continuous uphill battle to make people forget that first debacle and realize that you really do have something to offer. “Building buzz” has become such a hip, though perhaps not well understood, phrase that everyone wants to get in the mix. But some are truly good at it, and can grab the attention of countless potential consumers. In these cases, you’d better be ready to execute.

Here are some tips to help stave off a potential brand meltdown:

Plan. Really plan.

Plan well in advance. Explore all possible options for maximum impact and results. It seems obvious, but a surprising number of companies do not do it well enough.

Pick a good team. Whether you are doing everything in house or employing the services of outside experts, make sure you’ve got the best people. There needs to be a real chemistry with your team, since you will need to collaborate and work consistently toward the same goal. If you are hiring a marketing or development company, do your research. Find out what other people’s experiences have been like when working with this company. Chances are that if there is bad news out there, it won’t be too hard to find. And if they are promising the sun and the moon, then make sure you know they have a history of delivering it.

Be proactive.

Mistakes will be made, things will go wrong. Make sure you have prepared in as many ways as possible for the unexpected.

Set realistic goals for delivery.

We all want to get our product to the market as quickly as possible. And there is value in doing so. But, if you have to hurry the finished product or project, then corners may be cut and there’s a high likelihood that consumers will be disappointed. Or even worse, they will be upset and let down, and you may never be able to bring them back.

Test, test, test. Do we need to say it again? It goes without saying that whatever you deliver, it has to work and, in the case of online deliverables, be able to take an onslaught of new interest.