You've heard of "striking while the iron is hot." But it's important to look at the other side of the strategy when trying to make an impact. How will the audience react based on their level of anticipation?
Beyonce is a prime example. Her latest release was never leaked, teased, or announced. It was just released. Of course, the results are skewed due to the fact that she is one of the most popular female vocalists in history, but the element of surprise fueled the virality of the release.
Then everyone called the marketing move genius.
The general assessment of laying down a level of expectation is necessary with every release. Products that come alongside a larger learning curve or higher price points should be marketed early and often. But if part of the value proposition is based on surprise and the timing, consider the opposite.
Shout out to 104.3 The Shark, who successfully launched an alternative music station without warning this weekend. The unexpected move had everyone talking - and when they checked out the station, it hasn't been disappointing. They have been celebrating the launch with 5,000 songs uninterrupted. In other words, they're taking care of customer service before they were even asked to.