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A Marketer’s Guide to Tentpole Marketing

A Marketer’s Guide to Tentpole Marketing

Tentpole marketing is about centring your promotional activities around big events. The term was first coined in Hollywood to describe the hype surrounding popular movies, as interest levels peak over opening weekend. In an effort to secure bums on seats, marketers devote big bucks when release dates near, and this spike in engagement is said to represent a tentpole propping a canvas of anticipation.

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