• Brands can use the “Keep them Waiting” marketing strategy to capture audiences’ attention and create a buzz. 
• The strategy is also known as “Wait Marketing.” 

The “Keep them Waiting” marketing strategy, also known as wait marketing, capitalizes on customers stuck in unavoidable waiting periods. Imagine you’re at a doctor’s office, waiting your turn, flipping through a magazine. The advertisements in the magazine are also a form of wait marketing, hoping to grab your attention while you are waiting for your appointment. 

Marketers must understand that the wait should be long enough to excite the customers but not so long that they give up. Remember that people want what they want when they want it, and if they do not get it from you, they will go to your competition. The “Keep them Waiting” strategy involves making them wait for the right amount of time and keeping them excited about the upcoming product or service. 

How Was Sony’s PlayStation 5 Reveal a Masterstroke in the “Keep them Waiting” Marketing Strategy? 

PlayStation 5, or PS5, was Sony’s highly anticipated gaming console offering. Its 2020 reveal is the textbook example of how the “Keep them Waiting” marketing strategy can be skillfully used to build excitement and buzz for a new product. The significant aspects include:

• Planting the seed.
• Using short and sweet teasers.
• Fostering community engagement.
• Controlling information leaks.
• Building anticipation for the event, which led to the grand reveal. 

Planting the Seed with Short & Sweet Teasers

Months before the official release date of November 1, 2020, Sony started dropping subtle hints about the upcoming gaming console. They also dropped subtle hints and registered patents for new controller designs, further enhancing the excitement. Sony also showcased powerful tech demos that hinted at the immense capabilities of the next-gen console. 

By skillfully laying this groundwork, Sony subtly planted the right seeds and cultivated the idea of a new PlayStation in gamers’ minds. They also released a series of short video teasers on various social media platforms like YouTube, Twitter, Instagram, etc. All these cryptic videos feature visuals like glowing lights, DualSense controllers with haptic feedback sounds, and glimpses of next-generation graphics. Interestingly, Sony avoided providing concrete details, piqued gamers’ curiosity and sparked engaging online discussions. 

Community Engagement & Controlled Information Leaks

During the launch, Sony actively engaged with the gaming community and responded to fan questions and speculations on social media without revealing many details. This further helped create a buzz around the launch, and this two-way communication kept the fans invested and engaged, making them feel like they were a part of something bigger. 

During the launch, Sony maintained an exceptionally tight grip on official information and skillfully used the “controlled leaks” concept to make their way through gaming publications. All these leaks showcased snippets of specs or design details, and they were carefully timed to keep the hype cycle churning without revealing too much information, hence keeping the games engaged. 

Building Anticipation with Events and the Grand Reveal

Leading up to the event, Sony managed to create hype about the product. Sony also hosted a series of online events focused on showcasing the game engine capabilities and developer partnerships surrounding the product. All these events focused on the future of gaming experiences, directly tying them with the anticipation of the upcoming PS5. 

After months of teasing the audience, Sony finally held a dedicated PlayStation 5 reveal event on November 1, 2020. The launch event showcased the PS5 console’s design, technical specifications, and a slate of upcoming games. The reveal eventually capitalized on the built-up anticipation and helped create a massive online buzz and positive reception. 

In conclusion, Sony’s PS5 successfully used the “Keep them Waiting” marketing strategy and leveraged months of speculation, leaks, and cryptic teasers, keeping the gaming community engaged and eagerly waiting for the reveal. Key takeaways from this include

• Keeping the audience engaged and intrigued over information. 
• Engaging with the gaming community as a partner. 
• Building a Strong Narrative. 
• Providing controlled leaks
• Eventually satisfying the audience with satisfying leaks.  Keep them Waiting

By masterfully using the “Keep them Waiting” marketing strategy, Sony’s PlayStation 5 reveal is a prime example of how effectively a brand can build excitement and anticipation for a new product launch. 

What Exactly is the “Keep them Waiting” Marketing Strategy? 

As already discussed with Sony’s PS5 case study, the “Keep them Waiting” marketing strategy is all about keeping the audience engaged and intrigued by your product or service. But before incorporating this marketing strategy into your business, it’s important to understand it first. 

Understanding the Psychology Behind the Wait

Understand that boredom breeds curiosity, and when people are stuck waiting for something, their minds tend to wander. This waiting period makes them more receptive to marketing messages that can potentially pique their interest and offer the distraction they need. Marketers must craft messages that cater to this requirement.  Keep them Waiting

Waiting creates a sense of urgency and anticipation that something good might be waiting on the other side. Consumers can be more invested and excited about what’s coming as they wait for the reveal or launch. This allows the marketer to capitalize on the psychology behind waiting. 

By providing limited information, availability or exposure to required information during the waiting period, brands can create a perception of scarcity and exclusivity. For example, early screening of anticipated movies. All these tactics can be skillfully used to make the product or service seem more desirable.  Keep them Waiting

How to Implement the “Keep Them Waiting” Marketing Strategy? 

Here are some ways to implement the “Keep them Waiting” marketing strategy, which revolves around the following key points.  Keep them Waiting

• Plant the Seed Early

Brands can start by subtly hinting to their audience that something new and exciting is happening. Marketers can skillfully use social media posts and blog articles, register relevant patents and trademarks, etc. All these tactics skillfully plant the early seeds that keep the audience engaged and waiting for the upcoming offerings.  Keep them Waiting

• Teaser Campaigns

Marketers can strategically use short, cryptic video teasers or captivating visuals that have the potential to spark curiosity without revealing too much about the upcoming offering. Let the audience fill in the blanks and generate their excitement around the revelation.  Keep them Waiting

• Controlled Leaks

Brands and marketers must control leaks about upcoming products or services and strategically release small bits of information through trusted sources. They must also remember to keep the conversation going, keeping the audience engaged without compromising the big reveal. This is like leaking the details in a controlled way so the audience knows only what they are expected to know.  Keep them Waiting

• Community Engagement

Brands must actively engage with the target audience during the whole waiting period. They should actively respond to comments, answer questions, and foster a sense of community around the upcoming product or event. However, the team must keep crucial information private after the launch.  Keep them Waiting

• Stage Events and Countdowns. 

Marketers can work on hosting online events and live streams aimed at showcasing related content about the upcoming offering. This can help build anticipation before the reveal. Countdowns on landing pages or social media could also help create a sense of excitement and anticipation around the upcoming event or product. Keep them Waiting

• The Grand Reveal

When it’s finally time, brands must focus on delivering the satisfying reveal that leads up to the built-up hype. Use this chance to showcase the product’s features, benefits, or events in detail in a way that excites your audience. Remember that the grand reveal must live up to the hype. 

While applying this marketing strategy, some important points are that the key lies in creating a sense of urgency and intrigue, not frustration. Long waiting times with minimal information can backfire. The reveal or launch must be impressive and justify the anticipation. 

Remember that transparency is the key; while creating mystery is a part of playing the game, it should not be misleading. Maintaining a level of transparency builds trust with your audience. Marketers must ensure the “wait” strategy aligns with the brand image and target audience. 

Pros and Cons of “Keep Them Waiting” Marketing Strategy

Like every other marketing strategy, this “Keep them Waiting” strategy has pros and cons, as discussed below.  Keep them Waiting

Pros

People waiting for something are less likely to actively avoid your brand message than traditional advertising messages, which they can easily switch to. They are stuck in the moment and might be more receptive to new information. With limited distraction, potential customers are more likely to pay attention to the information they are presented with. 

By understanding the context of the waiting period, marketers can tailor the message to a specific audience. This could increase the relevance of the advertisement and its potential impact. The format for wait marketing opens the window for some creative freedom, and short, engaging videos or interactive elements could grab attention to leave a positive impression. 

Cons

If done incorrectly, wait marketing could feel intrusive and annoying as people are already frustrated by waiting, and being bombarded with irrelevant or loud ads can backfire. Just because someone is stuck waiting doesn’t guarantee they’ll pay attention to your message. Also, keeping them short and sweet could make the audience lose interest entirely. 

If the waiting period is already long and unpleasant, your ad might be associated with that negativity. Wait marketing typically offers one-way communication and limited opportunities for immediate interaction and feedback. Measuring the effectiveness of wait marketing can be challenging. 

In conclusion, if used correctly, the “Keep them Waiting” marketing strategy is a powerful marketing tool. The key here is to balance capturing audiences’ attention and respecting their time. By skillfully using this marketing strategy, brands can use the time to refine the product or service to create a buzz before its launch.