Putting the hype into the buying cycle
Marketing Week is a great resource for finding out how brands are leveraging their marketing activity, so I read with interest a story about how marketers are starting to use the ‘hype cycle’ as a shortcut for expressing where new technologies are in their lifecycle and basing business decisions on what they find.
It will be interesting to see how Gartner’s well established ‘hype cycle’ model will be more widely adopted by marketers as a tool to develop and launch new products and services in a timely manner.
For us, it will be fascinating to see whether it can be used to gain a better understanding of the stage that a ‘live injection’ will be most effective.
We work on the cusp of technological innovation, whether incorporating advancements into new campaigns or supporting clients who work at the hub of the sector. So, each year we watch with interest the new technology that emerges from the Consumer Electronics Show and Mobile World Congress.
Of course, while some immediately hit the headlines others fade away soon after the print has dried. But those with compelling products that hit consumers at precisely the right time, stand the test of time.
As the ‘life cycle’ suggests, being first to market isn’t always the road to success. But once you’ve decided on the best time to launch a new product or service one way of driving hype and getting a proposition directly into consumer hands is to take to the road in a roadshow truck.
We manage B2B and B2C VIP events daily, all over the world, and on behalf of some of the world’s largest global brands. By placing a new product or service directly into the hands of the customers it ensures a personal experience and lasting impression, ultimately triggering the final purchase.