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When recently asked about the most effective way for a small business to launch either a product or an event, I directed the person to consider an industry that has mastered the technique: Hollywood.

Movie makers are the best at getting their target audience excited about an event that they can’t even attend yet, and when they finally can, they are willing to pay for it the very day it’s available because of the anticipation their marketing strategy has built up. Want to make your event or product launch like that?

Here’s how:
To make this work effectively, the most important thing that you will need is “The List.” This is a list of customers, members, followers, subscribers, etc. People that your business has already established contact relationships with. Building your list is one of the best ways to use social media. Your existing email list or even the “old school” newsletter mailing list help to build this as well.

Using The List, let’s approach the launch of one of your products or one of your events like Hollywood would handle it:

Create the Buzz
Long before the event or product launch is close to being live, create anticipation within The List with teasers, like the movie industry does. Get the folks on The List talking about the event or product months—or at least weeks—in advance. For example, this summer I’ve seen promos of movies that don’t open until Christmas. I even saw promos this summer for movies not due
until early next year.

Get the Response Tools in Place
Make sure that people can respond to pre-launch and follow up marketing. For an event, Facebook’s event tools are great because people can select “Attending,” “Maybe,” etc. No need to promote if they can’t sign up on the website or on Facebook.

Partner with Those That Also Touch Your Target Audience
Why did the most recent Twilight film have branding all over Burger King? Event the animated Despicable Me had it’s little “minion” characters connected with Best Buy and IHOP!

You can do the same: What other Facebook groups or other businesses also touch those on “The List” Reach out and partner with them.

Testimonials
Notice how movies always have critics’ reviews prior to launch and even interview movie goers afterward. Use brief quotes or even videos of those that attended last year’s event, bought the pastor’s book or whatever the product or event may be. Word of mouth is a powerful tool—use testimonials to harness it.

Showtime!
Launch day is the day that you make sure all methods of connecting with buyers/attendees are in place. Be prepared to fix links, sign up pages and anything else you’ve been using. So the next time you want to launch the latest project, event or anything that your business produces, the model to get the word out (and your prospects excited) is as close as the nearest movie trailer.