Who doesn’t love the suspense of waiting for something great
to happen? Anticipation is exhilarating, mysterious, and generates curiosity.
As a child, the excitement of a weekend, summer vacation, or upcoming birthday
always flooded my mind with the possibilities of fun.
When used correctly, building anticipation is an effective
marketing strategy. Creating a buzz about a new business or a new product is
half the battle. A company starts up, launches their product, and it seems to
show up overnight.
Wait, what just happened? Without an appropriate build-up,
businesses and products lack their full potential. If the target market has
never heard of the brand, they won’t know what to do once the company is open
for business.
Social media is great tool to build the tribe of future
customers. Here are some ways to build anticipation:
Get personal –
evoke an emotional response that they can’t forget
Tease by revealing a
tiny bit at a time – Give them just enough to wonder
Be consistent –
by strictly adhering to your brand, your businesses will gain credibility
before it is even fully public
With a strong build up, brands can have a base of loyal
followers before they launch a new product, open a new location, or begin
serving customers.
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