Create Anticipation for Your New Product

James Glover - March 31, 2015


Hello. I'm Jim Glover that branding guy for Once a Day Marketing™.  Today we are looking at creating the right amount of attention 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.

Many companies don't understand the power of buzz and often wait too long to tell customers about a new product or service.  They want all their ducks in a row before going to market.  This conservative marketing approach works but leaves opportunity on the table by not having customers lined up to buy a product or try a service as soon as it becomes available.

On the other side of the coin, it is possible to create anticipation too early and/or saturate the market with so much content that potential customers lose interest and don't care once the product hits the shelf.

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 a new iPhone, iPod or iPad.  PBS has also done a good job pre-promoting its popular show Downton Abbey, creating just enough buzz to drive record viewership for the series.

It is critical to manage a campaign that's just right.  Stay away from the pitfalls of too early, too much or not enough.  Find the balance that works for you and you'll have a ready-market from day of launch. Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at  Contact James Glover at (505) 501-1330 or email  Listen to Those Branding Guys™ every Monday at 11:00am (MST) streaming live on KVSF 101.5 FM.

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