The Importance of Hype in Marketing


Hype, a word derived from the Greek hyper and bole meaning over or excess, is an important part of marketing. It helps attract attention to a new product, event or service and can turn potential customers into super fans. It can also make an already-existing brand more memorable and successful.

Create hype around a product or event using the right channels. Social media is a great place to start. Follow hashtags, share a teaser video and create content that is geared toward hype. You can even use a countdown timer to help your audience get excited for the event.

Saturate your market with hype through media advertising, public relations campaigns and coupons. You can also hire celebrities to represent your demographics.

In the case of a mobile app, it might be a teen celebrity or a young adult who can personify the brand and gain the hype it needs. For a service aimed at older consumers, hiring a local coach or an elderly celebrity weatherman can get the job done.

A good example of hype is Supreme, a streetwear brand that started with basic T-shirts and a simple website. Today, it’s valued at $2.1 billion and has 12 stores around the world.

Its marketing strategy focuses on the hype surrounding its brand and products, as well as the quality of its clothing. The brand has limited the quantity of its merchandise and only releases a small amount at a time, creating an air of exclusivity that helps sell the product.

There are many ways to promote a product or event, but you should remember that hype is best when used correctly and ethically. If you over-hype your product or event, it can be damaging to your company.

The Gartner Hype Cycle is a tool that can help organizations determine the maturity of a technology or innovation. It can be used to gauge whether a new technology is ready for commercialization or has to go through more development before it’s reliable and effective enough to be profitable.

By following this hype cycle, organizations can avoid investing in technologies that are not yet ready for primetime and instead focus on those that are likely to be more viable. They can also better understand how their technology investments will impact their business in the long run and make more informed decisions about their technology investment strategies.

This cycle can help media outlets and industry analysts more accurately report on new technologies and their potential applications by providing context and insight into their commercial viability. As an added benefit, the hype cycle can help ensure that media outlets provide accurate information about emerging technologies by helping them distinguish between those technologies that are in the technology trigger phase and those that are still in the trough of disillusionment or peak of inflated expectations stage.

As a bonus, the hype cycle can also be useful for companies that are considering investing in a new technology or other innovation. It can help them identify when it is time to reassess their technology strategy and consider other factors that could influence their future investment decision.