More than 30 000 teams use Slack everyday, yet the company never had a massive marketing campaign or spent millions on advertising.

The big lesson here:Don’t underestimate the power of traditional media when you launch. It must be your primary concern, starting months beforehand and continuing for weeks afterward. Pull the strings you have. Work closely with your PR firm to find your hook. It can be personalities on your team, impressive customers you already have in the bag, prestigious investors, etc. But don’t leave it to two weeks beforehand and throw something together.

Most importantly, getting the story out doesn’t end when an article is published. In fact, by Butterfield’s estimation, that’s only about 20% of the recipe for media success. “The other 80% is people posting about that article. I almost never go to news sites — it’s overwhelming how much content is out there. But I will pay attention to what my friends are picking up and sharing.”

Read More: From 0 to $1B – Slack’s Founder Shares Their Epic Launch Strategy –

Neeta Grover
Sr. Strategy and Market Coordinator at Invest Barrie, City of Barrie