Do loose lips always sink ships?
We do a lot of design communications work related to future automotive products, so I regularly read several industry publications and blogs. Recently, some of the media have pointed out the differences between manufacturers’ strategies related to when they dispense information on upcoming offerings.
Is it best to release info early to gradually generate interest, or to hold it tight-to-the-vest to try to create a big splash?
Certainly this question doesn’t apply exclusively to the automotive business. Companies all over the world must make decisions daily as to when would be the best time to “show their hand.” Apple, a historically tight-lipped company, made recent news for both an apparently choreographed product reveal, as well as an allegedly unplanned leak of information related to an upcoming version of another highly popular current product. Some contend that both strategies were carefully planned and implemented.
In the auto world, the overall trend has decidedly been moving toward early release of information. Many companies believe that this will help media have sufficient time to become familiar with what’s coming, and help create a “buzz” with consumers. On the other hand, some contend that this strategy lessens the impact and importance of key international auto shows and other media events.
So the question remains: how much is too much? Does being a bit secretive in a tasteful, teasing way increase the desire and anticipation for more?
I admit that at times I absolutely miss the excitement – the P.T. Barnum – of many of the product reveals. Most of us remember when car dealerships around the country would cover their windows in the fall each year – teasing the public to come see the all-new model year lineups. I’m not sure the tactic increased sales, but it absolutely increased floor traffic for that period of time.
Although the strategy has changed in the car biz, other industries seem to bask in the attention. Apple recently had people all over the country waiting outside in lines for days to purchase their new iPad, and Nike continually creates huge public demand to be among the first to own their hot new products.
On the “strato-meter,” I decidedly lean toward the Top Secret side, but fully understand that every situation has its own unique conditions that dictate the approach. Personally, I like surprises, and have never wanted to open all the presents the week before Christmas (my version of the Big Bang theory).
What about you?
