We live in a world of instantaneous access and obtainment. Within seconds we are able to find, use or order just about anything. It’s gone beyond a feeling of luxury or privilege and is now an entitlement. We expect it. It’s the new standard.
These wondrous changes have certainly brought many benefits to society, however it’s also resulted in a somewhat disposable churn, where this moment’s treasure is the next moments discarded thought.
So how do we cut through, stand out and slow people down to maintain their attention for longer? How do we retain people long enough to build advocacy and support?
One approach that could be taken is to drip feed a bit of mystery. A bit of suspense. Stimulate imagination and tease the audience of what is coming or better still, what they ‘think’ might be coming. It can be be done both online and in person. Teaser photos, videos, written pieces creatively describing an upcoming announcement can all work. If you own a shop, you could try what Tess and Carley from The Dog & Monocle did to encourage the local sticky beaks.
Case Study – Episode 10 – The Dog & Monocle, Nowra
While Tess and Carley were fitting out the space, they had plastic that covered the windows, however allowed small gaps so people could take a peak in to see what they were up to. Whether passersby understood what was going on or not, there was enough mystery and intrigue for word to get out prior to launch.
Creating hype around the unknown is all about the customer. Shock, excite, delight. Make them feel an irresistible urge to continue to check in and look for/demand updates. Dangle in the front of them exclusive events, moments and content such as VIP nights, unboxing videos, special guests, limited edition items and more.
Don’t jump the gun on your next big announcement. Consider dripping and teasing, using a little mystery and suspense. Spice it up a bit to hold, retain attention and strengthen the relationship you have with your audience and customers.