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Build the hypeBefore the doors open

A drop starts the day you announce it. Plan the messages in the same place as the drop: the announcement, the reminder, the doors-open call and the follow-up.

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Walk the week

One drop, four messages. Scroll down the week and see what goes out, when, and what it's tied to.

  1. Tue 10:00
    A fixed time · Email

    Announce it and start taking names

    Every drop comes with a waitlist. Open it the day you announce, and the buzz turns into a list you can message.

    Email from Moss Running
    Moss

    Drop 08. Friday. 300 pairs

    Soft Launch “Highlighter”. Doors open Friday at 10:00. Get on the waitlist and we'll shout before they do.

    Join the waitlist
  2. Fri 09:00
    1 hour before doors · Text and email

    The reminder sends itself

    Tie a message to the doors and it goes to the waitlist an hour before them. Move the drop and the message moves with it.

    Text from Moss

    Moss: Drop 08 opens in 1 hour. The line gets shuffled at 10:00, so there's no need to hover. moss.example/drop-08

  3. Doors · Fri 10:00
    At open · Text and a post

    Doors open, and they know

    A text lands on the waitlist's phones the moment the queue opens, and a post goes up on your Instagram, Facebook, Discord and Telegram for everyone who follows along.

    Post on Moss's accounts
    mossrunningNow
    Doors open
    2,481

    mossrunning Doors are open. Soft Launch “Highlighter”, 300 pairs, one each. Link in bio.

  4. Sun 10:00
    1 day after it closes · Email

    The follow-up, the day after

    Tie the last one to the close. It goes to everyone on the waitlist once the dust has settled.

    Email from Moss Running
    Moss

    Drop 08 is done

    That went quickly. If you got one, it ships Monday. If you didn't, Drop 09 is already on the calendar.

    See what's next

Pick the channel. Pick the crowd

Each message goes by email or text to a list you pick or to everyone on the waitlist, and posts go up on your own Instagram, Facebook, Discord and Telegram.

Fanfare admin · Announcements
A drop's announcements in the Fanfare admin: an email at a set time on Tuesday, then an email and a text one hour before Drop 08 opens, a text as it opens and an email a day after it closes, going to an audience or the waitlist.

The hype leaves receipts

Who signed up, who came back and who showed up on the day all land on the fan's profile.

More on fans and loyalty
NextDropThen the doors openScale

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