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The "Teaser" Campaign Strategy
The "Teaser" marketing campaign strategy can be a powerful way to draw attention to a new offering even before the product or service is ready for mass production or distribution.
This gradually unfolding marketing campaign is intended to intrigue the audience. Utilizing a series of marketing touches, this play brings increasingly complete parts of the message with each passing touch until the climax and completion of the campaign.
Innovative Execution Recommendations:
Each touch should contain a part of the overall message that can both stand alone and work to make the whole more impactful. It's also important to be sure that each touch is through a different medium to maximize more than just frequency, but reach. To really kick it up a notch, consider alternative or emerging marketing mediums like mobile texting, personalized voicemails, out-of-home, etc. Don't be afraid to experiment.
Most important in the execution of a teaser marketing campaign is to make sure that after the campaign has reached it's climax there is some huge payoff (yes, we're still talking about marketing). The fastest way to waste all that teaser marketing money is to end the campaign with a whisper and not a bang.
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