How Hype and Pre-launches work.....by Andy Barnes Kaizen: Continual Improvement
Hype culture isn't all terrible.
It keeps supporters enthusiastic for the future, assures them that there will be a future, and provides them with topics to debate during dry seasons when new product launches are few.
Many of us have learned to dislike hype culture because of how it relates to its older brother pre-launches.
The basic notion of pre-launches is a nice one. It all boils down to a basic supply and demand equation. Companies don't want to overproduce a new product and wind up with millions of dollars of stock that no one wants, but they also don't want to drastically sell out and irritate customers by forcing them to wait. Pre-launches or pre-orders inform a corporation of how much stock is required to fulfil demand at launch.
For a long time, pre-orders served their function and were mostly used by die-hard fans to secure future fulfilment. Then marketing experts began to see a pattern. They obtained more pre-orders when they advertised a product. When developers and marketers of digital products and online services realised they could use this formula as well and that they could make an entire product's budget back at launch, before word-of-mouth ever became a factor in whether a product failed or succeeded, the market took a turn for the worse.
How to Get a Foot in the Door.
Pre-launches typically succeed by capitalising on the "foot in the door" phenomena. They encourage you to join up and occasionally even pay a small fee up advance to reserve an impending product or service, which does not appear to be an unusual request. You're just being asked to demonstrate that you intend to buy and/or promote the product. This, however, is a frequent, well-known psychological phenomena and sales ploy.
Anyone who has worked in sales for any length of time is familiar with the foot-in-the-door strategy.
The goal is to receive a little positive reaction initially, even if it's as basic as'sign up for free!' You persuade the consumer to agree to a little request in order to increase the likelihood of them agreeing to a larger request.
We used to call this yessing your way through a no in sales.
Putting Everything Together.
It all starts with the hype train, which makes you desire something you can't have while connecting positive feelings with their offering, such as the utterly fictitious DFY Website service we discussed previously. The publisher then asks, Remember that service you want? before the service is even finished and before anybody has seen the final result. For just $5, you can guarantee that you will be among the first to launch!
Activating the reaction stimulus they began developing when the service was initially introduced, you think, 'Oh yah! That sounds fantastic. I'm absolutely interested in participating. So you put down a tiny deposit and agree to the marketer's minor request.
They are no longer required to sell you. To get the remaining funds, the individual in question must not make any mistakes before to launch.
Remember, we haven't even mentioned the pre-launch bonuses and incentives, which encourage even more individuals to sign up and exacerbate the problem. Remember, if they can obtain a little money early, you're twice as likely to make the buy. Do I really need to point out how much more manipulative the system becomes with bonuses?
But Hold on, There's More!
The confirmation bias that hype and pre-launch culture generates is one of the most serious crimes perpetrated.
People dislike having their opinions questioned or proven incorrect. They despise it so much that it is one of the most prevalent causes of war and genocide.
Confirmation bias refers to the propensity to seek out, analyse, and favour information that supports your own personal opinions while disregarding information that contradicts them.
While not as deeply held as religious views, we all prefer to believe that our judgments are justified and that we are correct in how we spend our money.
Not to mention that they have already began to devote time and maybe money in publicising it and adding to the buzz. They're not going to squander all of that by admitting that maybe it was just hype!
The Final Outcome.
In the end, buyers are tricked into purchasing a product that they are naturally more predisposed to appreciate at launch, regardless of the product's total quality. Regardless of how wonderful or horrible the product is, the publishing business makes a profit on day one of launch and laughs all the way to the bank.
This implies that quality is not a priority. All a firm needs to do is provide a minimal apology if customers are dissatisfied with the finished result and focus on pre-selling them the next product in the pipeline. They've already guaranteed that there will be a sect of mindless zombies with confirmation bias who will support their product regardless, which lessens the fallout they could suffer if the product turns out to be less than they initially claimed.
That is how it works from beginning to end. Repeat the announcement and hype. Do you really want to support this blatantly anti-consumer system? As is usually the case, the final decision is yours.
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Created on Aug 1st 2022 10:34. Viewed 207 times.