After CES this week, much of the digital/tech/social media world will turn its attention to SXSW. But, launching a product — or even just trying to get an audience of potential users — at SXSW is a challenge. In the past four years, the event has grown 235%. There are more people, more sponsors, more parties … and more services, apps and founders vying for attention.
Last year, we helped launch two startups at SXSW: Zaarly launched Zaarly 2.0, and the other client was an app, but we’re not allowed to disclose their name. (Though, they were named one of the breakout apps at SXSW by multiple media.) Together, those two experiences provided many learnings — some of which I want to share in hopes of helping those of you who are in the process of putting your SXSW plans in place.
- Hello, major media opportunities. It feels like all of the tech press is at SXSW. Though they’re inundated with pitches, they’re also looking for interesting, new things to cover. Bonus points if you can give them a story that isn’t already being covered by everyone else at the event. We organized an on-site media tour for the Zaarly CEO, securing meetings (which led to valuable coverage) with many outlets, including AllThingsD, Inc and Mashable. Because Zaarly 2.0 was just going live, we had a timely news hook, but I think you can arrange similar meetings even if you don’t have a launch. Just make sure you have a pitch or a story opportunity that really is newsworthy and worth their time. In addition to a media tour, identify and plan for all media opportunities surrounding the event — including pre- during, and post-event stories. At the most basic level, we know there will be pre-SXSW stories about the potential breakouts or must-have apps. During the event, media will write stories covering the sessions, announcements and general trends. If you have data to share about what your’e seeing/experiencing at the event, this is a good time to do so. Then, after you have a successful SXSW, have a plan in place to continue the momentum and extend beyond Austin.
- Go big, or go home. You can’t just show up at SXSW, host a small get-together and hope to leave with thousands of new users or major media coverage. Sponsors and startups go overboard at SXSW, which means if you want to be noticed, you have to do something noticeable. Last year, car service Uber used pedi-cab drivers to deliver BBQ to attendees throughout Austin. Brilliant, right? (And, tasty if you’re a meat-eater!) What’s your big, breakout idea? Our other client hosted a series of events on a roving bus, some of which included guest appearances from bands performing at the SXSW Music. Free alcohol, food, music and transportation are always winning ingredients at SXSW.
- Close proximety to the convention. WIth an estimated 30,000 people expected to descend on Austin for SXSW this year, getting around town can be challenging. With Zaarly, we secured a house for the week that served as Command Central. It wasn’t a nice house by any stretch of the imagination. (We half-joked that it looked like a crack house …). But it just mere blocks away from the Convention Center, which made our jobs much easier. (Thankfully, Zaarly secured another, much nicer house a bit further away where we all slept. No sleeping in the crack house!) If you’re attending SXSW this year, you should’ve already secured your lodging. If you aren’t staying in a hotel or house near downtown, you won’t want to waste time trekking back to where you’re sleeping if you need extra supplies. Instead, come up with Plan B to give your team a centrally located operations center, fully stocked with supplies, food, snacks and whatever else you’ll need to have a successful event.
- Manage the party’s invite list. Hosting a party at SXSW? Get ready to hear from your long-lost cousin, who, like everyone else, will inevitably want on the VIP list. As you start inviting people, make sure you’ve reserved enough slots for media, investors, analysts and other high-profile people who have to get in … and shouldn’t have to wait in the long line. Also, determine the criteria for the VIP list. Who gets on? Who doesn’t? Knowing that ahead of time will make it easier for you to respond to requests as the event nears. When Zaarly and Startup Weekend partnered for a party last year, the location could only accommodate X people at a time, so we knew we’d have to manage the list and line pretty carefully. Determine those processes ahead of time, and keep someone near the door who will recognize media, investors and other high-level VIPs who are automatically allowed in.
- Position yourself to be lucky. It doesn’t rain in Austin very often, but it rained for multiple days during SXSW. At that time, Zaarly was following an “ask for anything” model, which meant people could post what they wanted/needed, when they needed it and how much they were willing to pay. Because rain is such a rarity, attendees didn’t think to pack umbrellas; yet people needed to figure out how to get around Austin without getting soaked. All of a sudden, we started seeing requests for umbrellas. Zaarly’s operations jumped at the opportunity to show new people just how helpful the service could be. They stocked up on umbrellas and responded to as many requests as possible. We couldn’t have planned the rain, but we were flexible enough to be able to take advantage of the opportunity by positioning people to wait in line on behalf of attendees and providing umbrellas. This then also turned into a bit of a media story.
- Embrace the crazy. Last, but not least, just know that things in Austin are going to be weird. (After all, that is the city’s slogan!) Everything won’t go exactly as planned — and that’s ok. Instead of stressing about it, just embrace the crazy and seize the opportunity. SXSW offers an incredible opportunity for your startup. Just plan ahead, but remain open to opportunities that emerge once the event begins.
What are your SXSW plans and survival tips? Share in the comments or tweet them to me.
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