When we are working on marketing a product, creating anticipation is such a powerful tool. Whether launching a new product, hosting an event, or unveiling a service, the ability to ratchet up the positive tension can have a major impact on your trajectory. But while this lightning in a bottle is something we’re all attempting to create, it’s certainly very difficult to do it right so that it peaks. So what do we need to do so we can elicit that essential reaction? These 6 tried and tested ways to build customer anticipation can make all the difference to your marketing and customer experience.
6 Tried and Tested Ways to Build Customer Anticipation – Attend Trade Shows
An absolute goldmine when it comes to building anticipation because of the combination of factors under one roof. From industry professionals to potential customers and influencers all mingling together, we can leverage trade shows to show sneak peeks of our products, conduct live demonstrations, and interact with people face to face, which is still so important.
If you are setting up an exhibition at a trade show, you still need to ensure that it all aligns with the brand and gives off that amazing first impression all the way down to the banners. You can get PVC banner printing and other great materials that showcase an amazing backdrop so you can align the brand with the service. Let’s not forget, as well, that the people who you hire to work the floor should also have an understanding of your business. Get it right and you can leave a trade show having made an amazing impression.
The Strategic Use of Social Media
We’ve got to tease to pique curiosity and social media is an absolute powerhouse for this.
When we release cryptic snippets (like these that the band Radiohead put out before their album Kid A) or intriguing messages that hint at what’s in store we can keep our audience eagerly anticipating what is to come.
A variety of interactive content or polls and countdowns are all wondrous pieces of work.
Effective and Engaging Content Marketing – 6 Tried and Tested Ways to Build Customer Anticipation
The hallmarks of a great content marketing strategy from articles to videos and blogs should provide those valuable insights relating to the upcoming launch.
Content marketing should establish our expertise, while also piquing the interest of potential audience members. Hopefully, they will become engaged to the point where they are invested in whatever the business has to offer.
Early Access, Limited Editions, and/or Exclusive Previews
Exclusive previews can create a ripple effect of anticipation. A select group of customers may benefit from early access or a limited edition of your product or service. This adds a sense of urgency and cultivates rewards for those who are quick to engage with your business.
What we need to remember is the perceived value of the service on offer can be increased exponentially if there is a sense of scarcity. Something rare instantly becomes more valuable.
6 Tried and Tested Ways to Build Customer Anticipation – Live Events or Webinars
What we need to remember when building anticipation is that we interact with our audience every step of the way. Social media is an excellent tool for this. Depending on where your customers are in the sales funnel, you may want to incorporate additional opportunities to interact with your audience. Live events or webinars are great examples.
A webinar is beneficial, especially for those people who cannot afford to attend a trade show. You can reveal details about your upcoming offerings through a webinar as well as gauge reactions in real time which can intensify the anticipation. Webinars are a great investment. Once you have created one, you can reuse it. Many businesses utilise webinars as a secret door to a product that builds anticipation. They directly engage in a new and refreshing way. Webinars can take a long time to put together, but they are very much worth it.
Interactivity in Other Ways
You can engage your audience in many ways. Examples include interactive contests and challenges relating to the launch. Consider user-generated content which can build anticipation as participants become slowly in tune with the product or service. Remember that it should all be for something that is in the end a worthwhile product or service.
When it comes to building up to that big bang the product or service needs to deliver in the first place.
