10 Expert Strategies for Building Hype Around Your Next Event or Launch

When it comes to planning an event or product launch, there are a lot of moving parts. Logistics around planning the occasion itself, getting the word out and ensuring you have all the resources you need for it to go smoothly can be a complex puzzle to solve — but one of the most important aspects of planning is getting people excited. Building “hype” around your big event or announcement is key to generating customer interest and buy-in for what you’re offering. Without it, you may not achieve the end result you were after.
Building excitement isn’t always easy, so to help, the members of Rolling Stone Culture Council offer 10 of their best tips — including insights into what’s worked well for them — for generating hype around a company event, product launch, piece of news and more below.
Start From a Place of Authenticity
The best hype is no hype — meaning that building anticipation for an event, launch, new artistic experience or brand should come from a place of authenticity. Focus on building community and making the best product, piece of art or event that resonates with the category design. Those super consumers and fans will follow you, and others will follow them. Have fun along the way! – Julie Zinamon, BURST
Tell Your Target Audience Why They Should Care
Identify your target audience — both likely viewers and viewers you are trying to reach — and reach out to them in a way that resonates with them. Build interest in your event, product or news by framing your communications in a way that answers the question, “Why should I care?” Use media sources that your audience gravitates toward and trusts as vehicles to share your value proposition. – Gail Gottehrer, Del Monte Fresh Produce Company, Inc.
Seek Input From Special VIP Participants
One of the best ways to drive hype and engagement is to take time ahead of the event to connect with specific participants — inviting them as VIPs, scheduling time to chat and get to know them and source reactions and input to the event agenda and flow. I have found that these participants are super engaged both by visibly asking questions at the event and also by posting during and after. – Marissa Andrada, Marissa Andrada
Highlight Your Work’s Impact
Highlight the impact of your work instead of fixating on hype. Campaigns that are too extravagant can cause mistrust in products, whereas quantitative data and authentic storytelling do the opposite. – Dustin Eide, CanPay
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Develop a Reputation as a Tastemaker
To build hype requires you, on some level, to be a tastemaker. And that’s because you are declaring to people, “You will absolutely love this.” That’s a bold, assertive thing to communicate. But if you’ve built that trust with your audience, then you can effectively make that promise. To get there, underpromise and overdeliver. Develop a relationship where audience members know you keep your word. – Jed Brewer, Good Loud Media
Leverage The Voice of a Trusted Influencer
I am a big fan of influencer marketing. It does not have to be the expensive A-list celebrity type, but it could even be the trusted local expert in your field — the one whom all your potential clients and customers listen to. Even if you do not pay them (although sometimes you need to), having them discuss your product favorably can work wonders for your sales and customer inquiries. – Zain Jaffer, Zain Jaffer Foundation
Tie a Well-Crafted Story to Your Campaign
Hype comes from having a good story tied to your campaign. When a launch is memorable, it’s far more likely to capture the attention of both the media and the target audience. The story itself must be well-crafted with timely delivery to ensure it ignites the interest you intended. Keep in mind that a strong narrative, timely execution and authentic calls to action are keys to success. – Jason Peterson, GoDigital Media Group
Find Niche Audiences to Carry the Message for You
Lean into channels where these audiences pay attention, play and show up to carry the story — even on non-traditional channels. I love seeing more brands understanding the value of authentic consumer conversations on Reddit threads. Build the hype! – Sarah Jenkins, The Romans New York
Use Countdowns and Exclusive Sneak Peeks
I create anticipation by teasing exclusive details and offering early access to a select audience. A tip that’s worked well for me is using countdowns and sneak peeks on social media paired with influencer partnerships. This generates excitement, encourages sharing and ensures a buzz around the launch, driving engagement and attendance. – Kristin Marquet, Marquet Media, LLC
Maintain Momentum With Follow-Up Content
Start by creating intriguing teasers and engaging content that sparks curiosity on social media and through email marketing. Hosting a launch event can create excitement and provide an immersive experience, while contests or giveaways can incentivize participation and sharing. Lastly, maintain momentum with follow-up content to keep your audience engaged long after the initial announcement. – Mark Paulda, Mark Paulda & Co.