Expectations and Teaser Marketing
When launching a new product or service to the market, using Teaser Marketing is a strategy that is gaining popularity. Read on to discover how to create this.
What is Teaser Marketing?
A couple of days before the launch of the international clothing store About You in Spain, Spanish social networks were filled with publications from influencers, athletes, actors, etc. asking us “Who the f *** is About you?”. This created a huge expectation among the public to discover what everyone was talking about.
This brand, like many others, managed to go viral thanks to the use of anticipation as its marketing tool. We define teaser marketing as type of advertising campaign that is based on the publication of segmented information about a product that will be launched soon.
The objective of this marketing technique is to get a large number of people to talk about your brand and, in this way, make it known to a greater part of the population through word of mouth.
For this to be successful, the company must present a thread around the product or service that the public will want to follow due to the curiosity that the small doses of information will create.
Reasons why Teaser Marketing is efficient.
1. Belongingness.
All of us seek to feel that we belong to something. Be it a group, a collective, a fashion, etc.
A successful teaser campaign must create this feeling among your viewers. This allows to create a stronger relationship between the consumer and the company and, we’ll also make them remember the brand for longer.
2. Anticipation.
Another feeling that a good teaser campaign should create is that of anticipation.
We all look forward to the big day, like Christmas, the day we go on a trip, a birthday, etc. The days leading up to that big event are always the most exciting. In teaser campaigns, this is a very important factor.
3. Curiosity.
This is another of the ingredients that a teaser campaign should have. This type of strategy should leave users with the need to know more, wondering what is next, where can they find more information, etc.
Curiosity is one of the most permanent and certain characteristics of a vigorous intellect.
Samuel Johnson
With this, the company achieves greater fame over its competitors, since it will be more recognizable. In addition, it will also mean a bigger flow of users in networks looking for more information, creating, that way, a viral effect.
4. It’s not me, it’s you.
A teaser campaign should put in the first place the consumer experience rather than seeking to get more likes or subscriptions. It must make users feel that it is about them and not the company.
By providing them with this “experience”, you also provide them something to talk about, thereby promoting your company or product by talking.
How to create a good teaser campaign.
Innovative product
Although it is not an essential requirement, the campaign will have a greater impact if it’s a new product.
Attractive message
The message you send is the heart of the campaign since it will be the element that attracts viewers.
It is about giving a little information, but at the same time not revealing anything important. Keep the most interesting details for the last moment, just reveal small portions during the campaign to keep consumer interest.
Suitable channels
The channel used is very important, as it must be adapted to the Brand Persona.
Currently, the use of the Internet and social media have become the most used mediums for this type of campaign. The use of influencers to promote a product or service is of great help since your consumers will trust their opinions and will want to imitate them by buying your product.
Also, you can use social networks to launch contests, surveys, etc. In which you reveal small doses of information, it will keep your audience waiting for more events.
Establish an agenda
For the campaign to be successful, it is necessary to establish key dates that are not very distant in time, as this can generate a loss of interest among users. It is for this reason that establishing a release date is a primary point.
A period of one to three weeks is the perfect interval to keep the audience intrigued.
Find an attractive name
This is very useful since a name that attracts more public will also be easier to spread. Look for a name that is easy to remember.
Be active
Try to interact, as much as possible, with your consumers once the campaign is up and running. Observe the comments that are made about your product or service and evaluate the result it is having.
If the campaign is unsuccessful, do not abandon it, as that would annoy the consumers who were attracted by your campaign and, in addition, it will give your company a bad image and will mean a greater number of losses.
To conclude…
Humans are curious beings from the moment we are born. We constantly try to find answers to things that we do not know yet.
That is why, generating expectations and mystery around your new product will attract the attention of a large number of consumers. However, once the product or service is available on the market, it must meet all the expectations previously created.
Sources
Antevenio (2018), 5 Examples of Internet Teaser Campaigns. Available: https://www.antevenio.com/usa/5-examples-of-internet-teaser-campaigns/ [April 2021].
Dutton, D. (2017), The art of the tease: How to launch a marketing teaser campaign. Available: https://www.beeliked.com/blog/the-art-of-the-tease-how-to-launch-a-teaser-campaign#:~:text=A%20teaser%20campaign%20is%20a,and%20excitement%20when%20done%20right. [April 2021].
Swarner, E. (2019), What you need to know about teaser campaigns and why they work. Available: https://launchmedia.tv/why-teaser-campaigns-work/ [April 2021].
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