We're about to launch a new product.
The approach we're most confortable with is that of a fairly soft launch: announce the product via Twitter when it's live and ready to rock and take it from there.
But after spending time with a lot of people I respect here in San Francisco, I'm starting to question that. Most people I speak with advice me to build buzz, hype, drop hints about the product, launch a teaser / holding page, etc.
Would love to know your thoughts on this please.
Building buzz is nothing more than a part of marketing, something which every business should be doing. You can think of building buzz as the marketing you should be doing before your product is available to the public.