What techniques are there to build pre-launch buzz?

Hey guys, I was wondering if anyone had some novel advice for building pre-launch buzz. We're a gourmet meal kit delivery service based in Sydney, and to start off we're operating hyper-locally (Inner East and Inner West deliveries). We're hoping to (soft) launch after Easter (yay!) and I could use some tips on getting the right eyeballs. We wouldn't mind the left ones either!

Jef Lippiatt

Jef Lippiatt Owner at Startup Chucktown

I don't know that area specifically, but when you are focused on small areas you have some interesting and low to no cost options available.

  • Word of mouth - one of the most trusted forms of communication. Have you gone out and talked to locals? Have you given samples and gotten feedback? Did you have a sign up sheet to collect emails / phone numbers?
  • Post on community boards - Have you put up flyers on community boards around town and in other local shops?
  • Be social - Have you grown your social media presence ahead of time? If you already have followers share your upcoming news.
  • Offer a bonus - Have you given discounts to early customers? Have you offered discount on future goods for referrals that become customers?
  • Unbox - Have you taken video of someone unboxing what will come in the kit to show them the novelty and enjoyment that comes with being a customer? Put the video up on Youtube or other social media. There is a huge following for different types of unboxing.
  • Check your competitors - Have you looked at the type of press / sharing your local, regional or international competitors are doing? You should. You don't need to copy them, but look at them for inspiration to see what is and isn't working for them.

I hope some of those ideas help.

Lisa Ormenyessy

Lisa Ormenyessy , Business Coach and Marketing Specialist at

Jef, I love the Unbox idea!
Jef Lippiatt

Jef Lippiatt , Owner at Startup Chucktown

Thanks. I think that is an interesting category of interest. Especially as I get closer to launching my small greeting card subscription service.
Lisa Ormenyessy

Lisa Ormenyessy Business Coach and Marketing Specialist at

Alan, I would be also looking where my target market goes already within the local area. For example is it the local fruit and veg shop (if you sell healthy foods) or if they are time poor is it the local chicken shop? Once you have identified those people I would be doing some 'sneaky' market research - by this I mean, you have probably done your research, still you want to talk to these people about what you have to offer so you standing with a clipboard, while time intensive gives you the opportunity to talk to market outside of the places they are already frequenting. Reward their participation with a voucher or something similar.

As its food, can you set up a live demo somewhere... unboxing it and cooking it to demonstrate how easy it is? Where do your local rotary have their Saturday morning sausage sizzles normally? - they are great at defining high traffic areas for you.