How to Market a Beta
Fleck.com is not a Canadian company - it’s based in Europe - but its marketing program offers some good insight into how to a build a user community. When I signed up for the Fleck beta earlier today, I got an e-mail with a welcome message a few minutes later, with and a promise the service will be rolled out in a few weeks. Shortly afterwards, Fleck’s Boris Veldhuijzen van Zanten (the CEO?) sent another e-mail via his Blackberry asking how I had heard about the company (source: MoMB). Now, I haven’t seen the Fleck beta yet but you have to be impressed by his efforts to reach out to people willing to give it a shot within a world with hundreds of new Web 2.0 services being launched every week. It’s an example of doing whatever it takes to gain an edge. If van Zanten’s efforts get me to try the service and tell others about it, that’s what market is all about. By the way, Fleck is a Firefox extension that lets you add private or public annotations to Web sites.
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