{"id":1890,"date":"2013-05-02T11:12:39","date_gmt":"2013-05-02T16:12:39","guid":{"rendered":"http:\/\/etereman.com\/remanu\/?p=1890"},"modified":"2013-05-02T11:12:39","modified_gmt":"2013-05-02T16:12:39","slug":"the-art-of-anticipation","status":"publish","type":"post","link":"https:\/\/etereman.com\/remanu\/2013\/05\/02\/the-art-of-anticipation\/","title":{"rendered":"The Art of Anticipation"},"content":{"rendered":"<p style=\"text-align: left\"><a href=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2013\/05\/The-Art-of-Anticipation.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-medium wp-image-1891\" alt=\"The Art of Anticipation\" src=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2013\/05\/The-Art-of-Anticipation-300x300.jpg\" width=\"300\" height=\"300\" srcset=\"https:\/\/etereman.com\/remanu\/wp-content\/uploads\/sites\/2\/2013\/05\/The-Art-of-Anticipation-300x300.jpg 300w, https:\/\/etereman.com\/remanu\/wp-content\/uploads\/sites\/2\/2013\/05\/The-Art-of-Anticipation-150x150.jpg 150w, https:\/\/etereman.com\/remanu\/wp-content\/uploads\/sites\/2\/2013\/05\/The-Art-of-Anticipation.jpg 414w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>I\u2019m excited. Really excited. Like, I-wish-I-had-a-time-machine-so-I-could-make-May-21<sup>st<\/sup>-get-here excited. Why, you ask?<\/p>\n<p>Two words: Daft Punk.<br \/>\nFor the uninitiated, <a href=\"http:\/\/en.wikipedia.org\/wiki\/Daft_Punk\" target=\"_blank\" rel=\"noopener noreferrer\">Daft Punk<\/a>\u00a0is an enigmatic French duo that dresses like robots and manages to make the <i>beeps<\/i> and <i>boops<\/i> of house music palatable \u2013 <i>nay!<\/i> \u2013 <a href=\"http:\/\/open.spotify.com\/user\/aimee_b_loved\/playlist\/1hT9O1xwtVoaP5keMNf5Db\" target=\"_blank\" rel=\"noopener noreferrer\">infectiously catchy<\/a>.<br \/>\nThe exciting part? They\u2019re releasing their fourth full-length album \u2013 and the first one in 8 years \u2013 on May 21<sup>st<\/sup>. [EIGHT YEARS! OMG! EXCLAMATION POINTS!] When their last album was released, I wasn\u2019t even old enough to drink. That\u2019s a George R.R. Martin-esque project timeline.<br \/>\nFrom cryptic commercials during <a href=\"http:\/\/youtu.be\/JMJwcOiBoZE\" target=\"_blank\" rel=\"noopener noreferrer\">Saturday Night Live<\/a> to a mysterious teaser at the <a href=\"http:\/\/youtu.be\/na6KAlPkxdg\" target=\"_blank\" rel=\"noopener noreferrer\">Coachella music festival<\/a> to a <a href=\"http:\/\/youtu.be\/da_Yp9BOCaI\" target=\"_blank\" rel=\"noopener noreferrer\">series of web videos<\/a> featuring the collaborators on its upcoming release, Daft Punk has been teasing (read as: torturing) fans for months. And the fans, myself included, <a href=\"http:\/\/www.apple.com\/euro\/itunes\/charts\/top10songs.html\" target=\"_blank\" rel=\"noopener noreferrer\">are drinking it up<\/a>.<br \/>\nWithout turning this post into a total fangirl gushfest that would be better suited on Tumblr than on a business blog, I\u2019ll get to the point: Call it \u201chype\u201d or \u201cbuzz,\u201d anticipation is marketing strategy \u2013 and Daft Punk just happens to be its robot overlords.<br \/>\nBuilding anticipation isn\u2019t 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\u2019re hype machines designed to leave you chomping at the bit to consume whatever product they\u2019re releasing.<br \/>\nSo how do you build antici\u00ad\u2013<br \/>\n\u2013pation?<br \/>\nFirst of all, have a product or service that\u2019s interesting enough to make people pay attention. Have your customers been begging you to produce Product X? That\u2019s hype-worthy! Will acquiring Site X help you double your manufacturing capacity? That\u2019s hype-worthy! Will Service X improve the lives of your customers? That\u2019s hype-worthy!<br \/>\nNext, set a timeline. Too short of a lead and your little hype sapling won\u2019t 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\u2019s 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.<br \/>\nFinally, tease your audience like you\u2019re 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\u2019 appetites with a product prototype, or give them a sneak peek of your next big thing. And never underestimate the power of giveaways.<br \/>\nBe creative and make it exciting \u2013 make it an event. Oh, and don\u2019t be afraid to buy into the hype.<\/p>\n<hr \/>\n<p><em><img decoding=\"async\" loading=\"lazy\" class=\"alignleft\" style=\"margin: 5px\" title=\"Jill of All Trades\" alt=\"\" src=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2012\/06\/Aimee1-150x150.jpg\" width=\"72\" height=\"72\" \/><\/em><br \/>\n<em>Building anticipation isn&#8217;t a new concept, but are you including it in your customer strategy? Jill of All Trades Aimee Brock isn&#8217;t afraid to buy into the hype or share with you how you can, too.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m excited. Really excited. Like, I-wish-I-had-a-time-machine-so-I-could-make-May-21st-get-here excited. Why, you ask? Two words: Daft Punk. For the uninitiated, Daft Punk\u00a0is an enigmatic French duo that dresses like robots and manages to make the beeps and boops of house music palatable \u2013 nay! \u2013 infectiously catchy. The exciting part? They\u2019re releasing their fourth full-length album \u2013 and [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[6],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Art of Anticipation - REMANU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/etereman.com\/remanu\/2013\/05\/02\/the-art-of-anticipation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Anticipation - REMANU\" \/>\n<meta property=\"og:description\" content=\"I\u2019m excited. Really excited. Like, I-wish-I-had-a-time-machine-so-I-could-make-May-21st-get-here excited. Why, you ask? Two words: Daft Punk. For the uninitiated, Daft Punk\u00a0is an enigmatic French duo that dresses like robots and manages to make the beeps and boops of house music palatable \u2013 nay! \u2013 infectiously catchy. The exciting part? 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