A chat on Twitter with Doug Haslam led to a Facebook question (and a blog post, for his part):
“When launching a start-up… TechCrunch40 or DEMO?”
I expected a lot of replies around the theme of “TC40 for web 2.0 companies; DEMO for more ‘traditional’ launches.” Instead, I heard many sentiments along the lines of this one, by the inimitable David Parmet:
“Neither. Avoid the hype. Build a community of users first and then go to TechCrunch or Demo….”
Sounds like a reasonable opinion. Seasoned with the salt of experience. Hard to argue. Still, I think maybe it’s wrong.
For as much as the technoscenti like to grumble about “hype,” it’s an invaluable way to introduce a company or concept to a broader swath of the population. And venues like TC40 and DEMO are hotbeds of hype. Really, it’s as simple as this: hot shows provide a convenient narrative “hook” for the mediasphere. That’s not a bad thing. Tradeshows are the progenitor of memes.
For example, partly on the basis of its participation in TC40, one of our clients, Powerset, got oodles of coverage today, such as:
Search Startup Ready to Challenge Google (AP)
Powerset: Move Over, Google (BusinessWeek)
TechCrunch40: It’s Hot Seat Time for this Morning’s Startups (Wired blog)
And of course, the show itself has generated a ton of buzz, for itself and for other participants. Just look at the screenshot that accompanies this post, from Techmeme.
Shows like TC40 and DEMO are the equivalent of the tech industry’s debutante balls. It’s a place for all of the beautiful & privileged people to gather, gossip, snipe and sashay… which in turn becomes the 24/7 water-cooler talk in our li’l echochamber. (Heck, there’s even a TC40 mockumentary on Twitter!)
For those who insist – again, quite rightfully – that companies ought to focus on building great products and serving customers (and that success will surely follow), I’d add that “hype” doesn’t ensure a company’s success; it only ensures a reception. After that, the product/service must stand on its own.
“Buzz” is not a reward in itself. Without lasting success, “buzz” is just short for “buzzsaw.” Few people suffer more scorn than the debutante who trips down the ballroom stairs.
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Since we are in the hype business (with substance behind it, of course), I’m not sure we should avoid the hype.
But David’s point is a good one. Have something for people to look at when you get the hype.
I will be curious to see how TC40 compares to DEMO in coverage, etc. when the dust settles
If you go for the hype, and the product is a viable one, just watch the mediasphere carry your brand to all corners of the world.
The opposite effect is also important to consider.
The real issue is to ensure that your product is worth the user’s while before jumping on a hype bandwagon.
Ahh — the big bang vs the slow burn approach. May I humbly suggest both. Conferences can be an outstanding way to create sparks (providing the infrastructure is in place to handle the uptick). But web 2.0 enables us to sustain interest over time through blogs and online communities where news (upgrades, updates, etc) can be shared — news that may not merit column inches or air time in the traditional media.