Think of a few big names in Internet marketing and think about their most recent product. Do you remember being surprised the day it went public? Of course not. You knew that product was coming weeks in advance.
They let everyone know that something exciting was on the way. They teased, tempted and revealed just enough information combined with infectious excitement to get everyone’s attention.
The day that product went public, they made sure they had back up plans for when their payment processors or site became overloaded. Think about that. They had people lining up for a shot at that new product.