Hello. I'm Jim
Glover that branding guy for Once a
Day Marketing™. Today we are
looking at creating the right amount of buzz for the introduction of a new
product or service.
Generating buzz or hype is a great way to create
anticipation and excitement for customers around the launch of something new. The goal is to take the Goldilocks approach
and make sure the buzz is "just right."
Many brands don't understand the power of buzz and often
wait and wait and wait to tell their customers about a new product or
service. They want all their ducks in a
row before they go to market. This
conservative marketing approach works but a brand is leaving opportunity on the
table by not having customers lined up to buy their products on release day.
On the other side of the coin are those brands that
create buzz too early or saturate the market with so much content that the
market loses its interest and doesn't care once the product hits the street. Here are two examples.
A leading electronic engineering company in Silicon
Valley would go to trade shows and announce the pending release of a new
product. This would create amazing
excitement with industry professionals. However, it would often take the
company too long to actually bring the product to market thereby resulting in
the company not delivering on its brand promise.
Another example is the recent release of the film Anchorman
2. Months before the release of the movie we saw the main character Ron
Burgundy played by Will Ferrell promoting other brands like Dodge and
ESPN. By the time the movie was released
it seems the market's excitement for Ron Burgundy had waned and was over
saturated. The movie's box office wasn't
the success that producers wanted. Was
this over buzzing?
Your goal is to create the right amount of anticipation. Apple does an amazing job of creating buzz
for a product to the point where customers wait in line at stores to be the
first to own an iPhone, iPod or iPad.
The same might be said for PBS and its popular show Downton Abbey. Creating just enough buzz to drive record
viewership for the series.
Like Goldilocks it's important to manage a buzz campaign
that's just right. Stay away from the
pitfalls of way too early, way too much or not enough. Find the balance that works for you and
you'll have a ready-market from day one.
Once a Day Marketing™ positions brands to become #1 in
the minds of target customers. Visit our
website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or
email glover@onceadaymarketing.com. Listen to Those Branding Guys™ every Monday at 11:00am (MST) streaming
live on SantaFe.com KVSF 101.5 FM.
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