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Building Anticipation for a Product

Written by George Manty  · September 6, 2006

Monday I was sitting down at the computer with two of my younger children (I have five in all) and they were playing a game on Barbie.com called the “12 Dancing Princesses” game. They were showing me the game and telling me about it when they got to this page that had missing princesses. Hannah (our 6 year old girl) told me how every week a new princess appears. When all the princesses appear then that means the new Barbie movie “The Twelve Dancing Princes” will be out. If only you could see the look of excitement on her face.

While Matel’s marketing did bring to mind the question of the ethical nature of marketing to kids, it also brought up the fact that “anticipation” is one of the best marketing tactics I have ever seen motivate people to buy a product. You see it all the time with all sorts of products. There have been some movies that I have anticipated so much, that practicaly nothing anyone could say about it was going to stop me from seeing it.

Over the last few years, I have seen anitcipation used more and more in online marking. In fact, Internet Marketing gurus have become excellent at building anticipation. A great case in point was Rich Schefren’s Internet Manifesto and how much anticipation he brought for his coaching program.

Well, not only Rich, but people like John Reese (famous for the million dollar day), Yanik Silver, Frank Kern, Mike Filsaime and other marketing gurus had a lot of help creating that anticipation. They were consulting with someone named Jeff Walker on their product launches.

Jeff has a product called the Product Launch Formula, which reveals all the techniques that the gurus use to create tons of buzz around the launch of your product or service.

If I ever decide to create a new product Jeff’s Product Launch Formula is the first product on my list of marketing products to buy. I will probably buy it pretty early on in the product creation cycle, so I can be planning ahead.

What are your thougts on building anticipation for a new product? Is it manipulation or just good marketing?


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Comments

One Response to “Building Anticipation for a Product”

  1. George Manty on September 6th, 2006 11:14 am

    Also, what do you think about marketing to kids?

    I sometimes explain to my kids about the marketing behind the commercials they watch. I probably should do that more often.





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