You found the perfect host for your next Tee Party. She is motivated, communicating with you the entire week leading up to her party. If you assign a task, she knocks it out of the park. You have scheduled your entire party and curated the perfect products for her. She invites her friends. First scheduled post rolls out explaining what a Tee Party is... crickets. 🤔 (Maybe all the guests are still working). The second scheduled post hits the party, asking them a fun question... crickets again. 🤔 (Maybe they are already in bed). The next morning rolls around... still crickets. Your host messages you and is upset about her friends not participating.
*insert instant panic*
Time to ⚠️ activate ⚠️ the Hype Team! Better yet, I want you to embed the Hype Team before they are even needed (think of them as secret Tee Party submarines in hiding). But, first, let me provide some context...
What just happened?
"The bandwagon effect is a psychological phenomenon whereby people do something primarily because other people are doing it" (Hagan, 2017).
There was a sense of FOMO (Fear of missing out) if you and your friends didn't join. Also, the dance set the social stage for what was acceptable to do at the dance. Imagine if you showed up on a dance floor that was already busy, you wouldn't have wasted time standing off to the side; you would have joined in right away.
This is the atmosphere you want to create in your Tee Party. Your guests may wish to engage or support the host but aren't exactly sure what they should be doing (yes, even sometimes if you have a call-to-action that tells them what you would like them to be doing and they still don’t act). Your hype team will start strong by liking and commenting on your posts to set the social norm for the party. However, the other party guests will *think* that your Hype Team is just another customer.
Build your Hype Team
I recommend building a hype team of 3-5 ladies to keep in rotation. They can be consistent customers, top contributors or friends, and family. Many of you may already have a brand rep program in which it would be great to dual use your reps as your Hype Team. Assign 1-2 Hype Team members to a party. Inform your host that the Hype Team is there to help get the party going. I suggest doing this, so she isn't thrown off by these seeming wedding crashers who are strangers in the middle of her party.
Rewarding your Hype Team
Your Hype Team should be your All-Star team. You have to take care of them. They need to know they are valued. While it seems steep, I recommend giving them a free tee for every party they hype, if they are active on every post and every day of the party. Potentially, six days of hype for a $10 cost to you for the tee; I don't think it is a bad deal at all. Your fan girls make up your Hype Team. They love your brand, so getting a free tee to show up to help a business they support is a no-brainer for them. Remind them of the requirements if you notice a Hype Team member's participation is slacking. Remember that your Hype Team has a life outside of social media. Don't overbook them. Two parties a month is plenty per Hype Team member. This will keep them fresh, energized, and ready to show up to the party!
Need help building your team?
I don't recommend making a public post in your group to recruit members for this role. To start, you don't want everyone to know this program exists. It should be invite-only. Further, you know who supports your business, no questions asked. Pull your top engagement metrics to see who is already active in your VIP group. Making a post to offer FREE tees typically only attracts freeloaders whose efforts are short-lived. 🥺 We want those who are genuine and already doing what you need them to do without being asked. As a bonus, now they will be rewarded.
Some things are quite frankly out of your control and your host's control... the party guests' engagement being one. You can alleviate a slow party start or a party going sour by preparing your team to take action. If you walk into a party with bomb decor (graphics), catchy music (captions), and fun attendees (hype team), it's somewhat hard not to want to get involved.