At some time or another, everyone has had an event they’re counting down the days they have left to wait for. Whether that’s a new Apple product, a movie premiere, a holiday or an event, we all know that as the days go closer our minds wander back to what we’re anticipating time and time again. Who wouldn’t want to get their customers to be that excited about their business? In today’s article, I look at four ways to use anticipation to boost customer engagement with your campaigns and your business.

1) Tease what’s coming

The first step in building anticipation for an event is letting people know what’s coming. You’ve seen media companies do it for movies and videogames; a simple, short teaser trailer letting you know just enough about a coming product to whet your appetite. The same tactics can be used in your own campaigns. Letting your customers know a little about the event or product you want to promote lets them know what is coming down the line, the first step in building excitement and intent for what you have. Don’t let all the information out at once – put out just enough through your social media channels to pique the interest of your audience and make them curious to know what comes next.

2) Let your audience spread the word

Anticipation for a product spreads the more people are talking about it. If you are running a large campaign this is the point that you would reach out to influencers whose audience matches the market you’re trying to reach, to share key information about the product with them for them to discuss and promote to their followers. If you’re running a smaller campaign, a similar effect can be had by reaching out to the customers you know are most active within your community. Sharing information or product samples with these local-scale influencers will let the people that your customers know and trust help to spread the word about is coming up for your business, making sure that your audience will stay engaged and interested.

3) Build excitement

The closer you come to the big event, the more your audience should know about what to expect. Just as you released a teaser at the start of the process, you should release information about what is coming up on a regular basis, letting the product come into greater and greater focus throughout. This slow build of information will let your audience piece together what to expect themselves, keeping them involved and building their hype as they get closer and closer to the final date.

4) Drop the mic

When the day comes for the event you have been building to, make sure that all of your customers know it. Send out information on every channel you use, on every platform. Offer incentives to make sure that your audience will engage with what you are promoting right at the start; offer discounts, add-ons or promotional items for the first customers to engage. Make the event you have been promoting an event, and your customers will channel the excitement they have been building for your product into attention, business, and strong word of mouth.

John Rowbottom Design and Marketing is a Sutherland Shire based marketing agency helping companies across Australia to get the most out of their campaigns. If you would like to find out more about what we can do for you, visit us at jrdm.com.au and speak to us today.

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