The document discusses how suspense marketing can effectively engage customers by building anticipation for new products and services, using examples from film marketing. It emphasizes the importance of an editorial calendar to strategically reveal hints about future offerings and maintain audience interest. The text also highlights the necessity of aligning marketing hype with actual brand performance to ensure the success of suspense campaigns.

1. SuspenseMarketing:
How to Make
Customers
Desperately
Follow Your
Brand

2. • Nearly a decade after The Lord of the Rings
hit theaters, Warner Brothers released the
first installment of The Hobbit. It was the 15th
film to gross over $1 billion worldwide.

3. • Despite all the hype and marketing,
the filmmakers went through
extraordinary lengths to hide the
film’s antagonist, Smaug. We never
saw him on film!
? ?
? ?
?

4. By using suspense,
you can:
• Capture audience
attention
• Build tension
• Create anticipation
for new
products/services
•So what does this have to do with
content marketing?

5. To successfully build suspense, you
should use an editorial calendar. Only
with a long-term plan can you build up
future events, products, and services.

6. • Alluding to something in the future will catch
your audience’s attention. Be sure to be unique
with each hint, as repetition causes boredom.

7. • You are in control of your brand’s story and
image. Create a narrative that lifts the
audience along and keeps them waiting for the
next big announcement

8. • It’s vital to live up to your own hype. If your
brand can’t match marketing hype, then
future suspense campaigns won’t succeed. Be
realistic with your advertising, then exceed
expectations!
LiveUptoExpectations

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