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How to Market With Suspense the Right Way

Doing the right suspenseful marketing

Kaye Marks

April 08, 2008

One of the ways a promotional campaign can become effective is if consumers are actually waiting for your product and service to be launched in the market. This is called “anticipation marketing”. It is building your new product or service to the public by getting them hooked with curiosity. It starts from pre-announcement up to the time your product or service is launched.

The key to marketing your business with suspense is to flash an idea to your target market and then pique the curiosity of your audiences. You might want to do an initial distribution of color printing ads that will announce your new product or service without actually giving your target clients an idea of what it is going to be. After numerous distributions, you may want to start on your next campaign in your marketing arsenal with some information on what they should expect without giving away anything definitive yet.

This way, you keep them interested, enough to get them tuned in to your next ad. The bottom line is to give them information a little more each time to get them hooked to your message.

What does that do? It keeps your clients and prospects excited and as interested about your new offer even as early as your pre-launch phase. Indeed, you can keep them interested throughout the entire pre-launch period until you can finally unveil your product or service to get your target audiences hooked, if your product is any good, that is.

To help you work on an effective “anticipation marketing”, these suggestions may be considered in starting your marketing campaign:

Do not rely on a one-time success deal. Avoid aiming for a one-time success that will not even get you remembered by your target clients after your campaign is completed. You have to aim for getting clients and prospects to return to your shop to buy more of your product or avail of your service. This should be your focus when doing your promoting. Your repeat business should be increasing steadily from the beginning of your project until it is finished.

Do not be a tell-all when marketing your product or service. Remember that you are building anticipation here. The more reason that you should not tell everything until the day that you will introduce your product to your clients. When you do, your audience would more likely than not be at your front door even before you are open for business.

Do not keep your audience waiting for far too long than necessary. Dragging your marketing campaign forever will only get your target audience frustrated. What is worse is that they might decide to just forget about it and move on to another product that can satisfy their curiosity.

Do not be afraid to get out of the box. Be creative. Use your imagination to pique the interest of your target clients, instead of using the phrase “coming soon”. This has been used for so long that consumers do not even get excited by it anymore. If you want people to feel the suspense of waiting for your product then use something that would definitely grab their attention.

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