I’m excited. Really excited. Like, I-wish-I-had-a-time-machine-so-I-could-make-May-21^st-get-here excited. Why, you ask?

Two words: Daft Punk.
For the uninitiated, Daft Punk is an enigmatic French duo that dresses like robots and manages to make the beeps and boops of house music palatable – nay! – infectiously catchy.
The exciting part? They’re releasing their fourth full-length album – and the first one in 8 years – on May 21^st. [EIGHT YEARS! OMG! EXCLAMATION POINTS!] When their last album was released, I wasn’t even old enough to drink. That’s a George R.R. Martin-esque project timeline.
From cryptic commercials during Saturday Night Live to a mysterious teaser at the Coachella music festival to a series of web videos featuring the collaborators on its upcoming release, Daft Punk has been teasing (read as: torturing) fans for months. And the fans, myself included, are drinking it up.
Without turning this post into a total fangirl gushfest that would be better suited on Tumblr than on a business blog, I’ll get to the point: Call it “hype” or “buzz,” anticipation is marketing strategy – and Daft Punk just happens to be its robot overlords.
Building anticipation isn’t a new concept, by any means. What do you think those previews are before movies? Or those industry auto shows? Or those giant Apple media events? They’re hype machines designed to leave you chomping at the bit to consume whatever product they’re releasing.
So how do you build antici­–
–pation?
First of all, have a product or service that’s interesting enough to make people pay attention. Have your customers been begging you to produce Product X? That’s hype-worthy! Will acquiring Site X help you double your manufacturing capacity? That’s hype-worthy! Will Service X improve the lives of your customers? That’s hype-worthy!
Next, set a timeline. Too short of a lead and your little hype sapling won’t have enough time to take root. Too long, and it risks being, like, so five minutes ago even before it steps out into the limelight. Unfortunately, there’s no magic formula for optimal hype generation. Set your release date and build your anticipation timeline backward from that. Hint: Be sure to add plenty of time for production and distribution.
Finally, tease your audience like you’re a schoolyard bully. Check your marketing plan and consider using your pre-slated ad space to announce your upcoming Product/Site/Service. Add teaser graphics to your website or on site. Whet your customers’ appetites with a product prototype, or give them a sneak peek of your next big thing. And never underestimate the power of giveaways.
Be creative and make it exciting – make it an event. Oh, and don’t be afraid to buy into the hype.

Building anticipation isn’t a new concept, but are you including it in your customer strategy? Jill of All Trades Aimee Brock isn’t afraid to buy into the hype or share with you how you can, too.