subject: Building Hype Online [print this page] Building Hype Online
You've got your product and now you need to sell it. Selling, in simplest terms, is the process by which you get someone to do something, to take an action. This can be achieved in a variety of ways. Depending on your budget, restrictions, audience and product, the online sales process can be very creative. For instance film production companies that try to build online hype in the months leading up to their films can do so in fun and current ways. They might choose to build an entire website into a YouTube video for instance. Or they might create a hide-and-seek game within a tab page on Facebook, where players have to first Like the page and then enter codes to get to the next clue. Every time they pass a clue, it comes up on their Wall, thereby promoting the film aggressively. I saw one examples of this the other day, where mini-trailers were shown between each clue, this was again, a tactic to get people to become excited about the film and go and see it. One of the brilliant parts about the internet, and social media in particular, is that you can easily lead people from one site to another, one platform to another, where they have to do, or see a variety of things. If the development of this path is seamless, it offers marketers the chance to interact with their audience in so many different ways- through video on YouTube, through geographical location on Google Maps, or through conversation on Twitter. Moreover, because most individuals have a profile on at least one of these sites, it's easy to leverage their fan base. So, if one of the actors in an upcoming film has 100,000 followers on Facebook, he can launch a competition or start generating hype by leading his fans to an app or a tabs page, or just by generally discussing the film and getting people excited about it. One of the elements to using social media marketing tools successfully is understanding which channels work for which type of people and how they like to interact when on them. When launching a product that will appeal to millions of people like a film, you'll want to use as many channels as you think your fan base uses. By creating a campaign that moves participants from one channel to another, marketers can avoid having to create a unique campaign for each.
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