How to build hype around your brand

When you are starting a business, it is essential to create hype around your brand. But what is the meaning of “hype” in marketing. In general, the word hype is something cutting edge fashion or trendy. In marketing, it is known as a strategy of using extreme publicity. Its purpose is to add value to the brand’s products and to be seen as an attractive brand for your customers. Building hype is an easy way to sell your products more rapidly and to create a strong and loyal customer’s base. Let’s get now to the main topic which are the tactics and tips to build hype.

Scarcity: a meaningful tool in marketing

Did you know that reducing the quantity of a product sold or reducing the selling time will add value to your product? It’s exactly the aim of scarcity. Indeed, according to the NYU Professor Adam Alter:” To create a scarcity frenzy, an established brand needs to release a limited number of different products, frequently”.

Think about:

  • limited edition products (like limited color or design drops)
  • limited brand collaboration

Compulsive purchases happened when the product is soon out of stock or when it’s available in the shop for a limited time. Don’t hesitate to set up an alert of an upcoming stock shortage on your website, Instagram story or your daily email newsletters.

Signaling: improve the value of your product

You need to signal the extraordinary value of your product. Fans are willing to give up: time, money, possessions to get a product.

Think about:

  • competitions
  • waiting lines

Indeed, certain shops manage to create a constant outdoor waiting line to attract new customers. In France, well-known bakers use this strategy like Pralu and Aux Merveilleux de Fred in Lyon. The small size of these shops makes it possible to create queues outside without long waiting times. Therefore, the customer won’t have to wait too long.

Several research in social psychology highlight the fact that waiting lines creates excitement and purchase intention. Moreover, according to Koo and Fishback’s article: “Consumers infer that product are more valuable when others are behind them”.

Credibility: make your customers believe in your brand

First, use credible and consistent sources to demonstrate your capacity to provide a good product to your customers.

Think about:

  • experts and ambassadors
  • existing brand reputations
  • demonstrations / product tutorial
  • credible collaborations

Credible brands usually have customers with a tendency to be loyal by always choosing the same brand.

FOMO (Fear Of Missing Out)

Fear of missing out knows as FOMO is a modern phenomenon born with the era of hyper connection. Indeed, we find this phenomenon on social networks because ephemeral content like stories and lives are three times more visible compared to pre-recorded content.

Think about:

  • sneak peaks to select groups
  • media influencers first-in
  • voting and polls for user generated content

Focus on Storytelling

If you to connect with your community, storytelling is here for you! People wants to know more about a brand. They want to know why you create your brand, what is its positive impact in our society and so many other questions. Many successful brands concentrate their effort on providing a consistent and powerful storytelling. Storytelling’s goal is to be seen as an authentic and transparent brand.

Think about:

  • tell the origin of the brand on its website
  • providing a specific purpose (educating, informing, entertaining) when creating brand content
  • have a mission that align with your ideal customers (actively participate to

If you apply these tips in your communication and marketing strategy, you will see a significant brand’s attractiveness evolution. Indeed, building hype around your brand allows you to stay relevant in someone life, establish repeat purchases, make word of mouth your best communication channel.

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