It’s fun, it can get kinda wild, and it gives customers a reason to rush instead of just casually scrolling and saying “maybe later”. And yeah, it can turn a normal product launch into something people actually talk about. Again, there’s a reason why so many brands do it. But it’s the hype that’s what you need to keep in mind here. You actually need a strategy that works. So, this drop needs to feel special, and so you need to do it the right way.
You Need to Build Anticipation Way Before Launch Day
While major brands can just drop something without any strategy at all, you’re a small brand, so you can’t do that. Ideally, you don’t shadow release/ shadow drop either. Instead, you need to build up some hype. People need time to get excited. They want hints, little reveals, and those moments; they need to know it exists, basically. It doesn’t need to be mysterious or complicated, just loud enough that customers don’t miss the fact that something cool is on its way. But sure, have fun if you want to be mysterious, that’s not all that uncommon either. But some other things help this too, like email marketing, countdown timers, social media teasers, you want to get people interested, curious, and ideally a tiny bit obsessed too.
Remind People Constantly
Well, maybe not constantly, but remind them enough, though. Customers have all the intention in the world until they get distracted by literally anything else. Yeah, they probably still have FOMO, but at the same time, things could still get busy, and they just forget all about it (or they forget until it's too late). So this is exactly why reminders matter, and ideally, they do need to be frequent ones. “Hey, don’t miss this, remember that thing you desperately wanted” type reminders.
But don’t overdo on tit either, that’s going to get people mad and block you. A lot of ecommerce businesses tend to only focus on social media marketing and email marketing, but it probably helps to also consider SMS marketing as well, when it comes to this (you’re battling with fewer notifications this way and fewer texts compared to email and SM).
Make it Feel Like a Secret Club
Well, it’s FOMO, and this makes people want something limited edition so bad. But yeah, it’s true, nothing boosts hype like exclusivity. People absolutely love feeling special for no real reason. There’s the whole priority access thing, early-waitlist perks, a password hidden in a newsletter, anything that says “you’re the important one here”. And yeah, customers brag.
They’ll tell friends, they’ll post about it, which only spreads even more curiosity. You know how you feel all important when you get to sit in an airport lounge, or be in first class on a train? Well, that’s probably a good equivalent to the feeling, a nd it feels great, right?
