July 3, 2012
I have to acknowledge Gazala's restaurant in New York City. As I walked by their place last week, a big sign in the window caught my eye immediately. It read, "Gazala's mom is coming to New York City to cook her home spun recipes."
Visit the site here to read the details around an extraordinary August promotion.
This idea illustrates something I teach to all of my clients; the key is to great social, marketing, content and so on is to build anticipation. It's the secret sauce. The research shows that over 70% of people who "like" a brand page never return a second time ... and that's no surprise to me when most brands have no idea how to build anticipation. They only understand how to launch campaigns.
The power of anticipation creates a fear of missing what you'll do or say next ... and that creates an appointment to come back again and again. It's why Gazala's restaurant will be packed in August because people wouldn't miss it for the world.