Have you ever sat back and thought about the next big thing? Maybe you are thinking about the new phone coming out next month; maybe you have been waiting for that new movie to reveal what happens to your favorite characters; or perhaps you have been looking forward to the upcoming total solar eclipse.
Dr. Frank-N-Furter from The Rocky Horror Picture Show says it best, “Antici…” Add a brief pause for effect. “…pation.”
The moon will move in front of the sun creating a total solar eclipse on August 21st, 2017. Those in the path of totality (where the eclipse will be experienced to the fullest degree) will see something that has not happened in mainland America in decades; and for some, it will be a once-in-a-lifetime experience. Imagine the buildup of anticipation for such a spectacle.
Anticipation is a powerful marketing tool.
It gets you thinking about an event and builds a strong desire to participate when the event comes. It creates the dissonance that we feel the need to resolve. In music, it is a V7 chord going back to the I chord. In the movie industry, it is the gradual release of new trailers and information teasing the audience about the movie’s plot. In astronomy, it is the result of the mathematics that predicts when the next rare event will be.
For a financial advisor’s clients, it is the communication strategy promoting the next wine tasting, cooking class, or football party. The best part is that the focus is always on the most positive side of the event thus enhancing the experience overall when it happens.
Word-of-mouth may be the best form of advertising overall, but anticipation helps creates it.
As you get ready for the awe-inspiring total solar eclipse on Monday, remember to take a second look at your marketing events and communication strategies. Are your clients eagerly anticipating your next big event? If not, give us a call, we can help.