Get the word out and create a buzz

Just as Apple did with the iPhone, create a buzz about your product before you launch, advises Manar Al Hinai.

One marketing approach many entrepreneurs now use is to create hype about a product or service before it has even launched. Apple's iPhone campaigns are a perfect example, with customers happy to wait for months to get their hands on the latest device.

Pre-launch campaigns and pre-ordering are creative approaches that can create a buzz about your business. Nothing saddens me more than seeing a business or a product that could have been something abandoned because the founder failed to create awareness about it.

I faced an annoying issue with my phone once and a friend of mine – a big iPhone fan – urged me to wait a few months for the newest model. “So you don’t mind waiting with a dysfunctional phone for months?” I asked her.

“Not at all,” she replied, “you should read up on its features.”

I decided not to wait. But that is how clients and those interested in a product often react to a successful build-up to the launch of a new phone, car or even a restaurant.

Some companies will opt for a creative marketing campaign with teaser advertisements posted on social media platforms months before they launch their products. I have seen this with fashion houses, restaurants and even events and marketing agencies. They might follow us on Instagram, then when we visit their page we notice they have a huge following of people all intrigued by the creative posts, teaser advertisements and videos they have been uploading.

There are many ways to create a buzz about your business before it launches. A writing coach once advised me to pre-sell my book to my friends and family. “Tell everyone you know that you are writing a book,” she advised. “You could have an order form on your website where people could purchase a copy in advance.”

That is one solution, and generating hype on social media is another. I have also found other online platforms that help to generate the interest needed, and they are highlighted below:

Beta List is an online platform that gives its members early access to more than 100 internet start-up businesses every month. It is free and only accepts businesses that have not been launched. Members of Beta List are usually customers eager to keep track of new trends. Approval on your business might take a while, so submission needs to be made weeks in advance before it appears on the website.

Another interesting online platform is Product Hunt. Launched in 2013, it started as a mailing list for users – alerting them to the latest and newest in the market. Now it has transformed into one of the top websites for online entrepreneurs to gain exposure. It highlights the latest apps, websites and online services. Registration is free, and registered users can vote on the businesses they like.

For those looking for PR exposure and finding relevant journalists to speak to before a product launch, there are a number of options. Firstly, you could hire a PR agency to guide you through the process and introduce you to relevant journalists and editors. While some would rather wait until a product is launched, this gives a heads up to potential customers.

If you do not have the budget to hire an agency, then do it yourself by compiling a list of journalists who write about businesses in your field. Approach them directly by email, making sure to have a biography attached and a brief about your business.

Another helpful tool is Muck Rack, a website that allows users to find relevant journalists by typing in keywords in its search engine. Users then receive a notification when a journalist tweets content that matches the search term. Muck Rack requires subscription fees, but allows you to build relationships with the media and to pitch your story.

Creating a buzz is a great way to boost a new business and have customers on board before you even launch. It is an investment worth putting your time towards.

Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai.

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