My dad is a Realtor. Last week he listed a home in a popular Denver neighborhood. Rather than opening it up for showings right away, he decided to keep it listed for the week and not allow anyone to see it until the open house on Saturday. He posted details about the open house on multiple real estate websites, emailed it to hundreds of prospects and shared it on his Facebook page. When Saturday came, his open house was packed!
Building anticipation is a marketing tool that should be in every marketers playbook. Think about it… no one likes to feel like they are missing out on something. When you build anticipation for an event, product release, store opening, etc. you tell the customer/buyer they will be missing out if they don’t attend or buy.
- Send information via email, social sites, direct mail and websites about your event, product release or opening
- Keep the details simple, but include messaging about the benefits of attending or buying
- Update the information a couple of times before the big day
- On the big day, have a survey in place to ask how the attendees or buyers heard about your event/release/opening.
- Follow-up after the event with attendees to thank them and share any additional sales/events with them.
How do you use the art of building anticipation to boost interest in your product or business?