A teaser campaign, as with most marketing campaigns, aims to arouse consumer interest in the product. In some cases, companies try to do so by flooding the market with information about what they offer. In the world where everyone wants to have everything here and now, is there still room for understatements and mysteries? Get to know the method that proves that in marketing it is not only possible, but also effective.
Arousing your curiosity can be very inspiring. Especially that today's consumers require more than traditional forms of encouraging their involvement. Putting the currant higher up expect that brand by trying attract their attention, they will entertain and entertain them at the same time. The teaser campaign perfectly meets these expectations.
What is a teaser campaign?
A teaser campaign is also known as a pre-launch campaign because it is used before the product is launched on the market. What exactly is this type of activity? Simply put it the art of arousing interest enough to make people want to know even more. It is a marketing technique by which advertisements appear, barely revealing the secret about a new product or service. The more intriguing the better. Their purpose is usually to create a buzz around product launch. Teaser campaigns can actually generate a lot of public interest and even excitement. This is possible, as long as they are done correctly. Popular teaser campaign platforms may include printing. Some information may appear on billboards or be communicated via social media platforms in the form of photos or videos.
An effective marketing campaign is an engaging campaign.
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Teaser campaigns work because they are based on one of our human inclinations. Well, when something interests us, we feel an almost inner compulsion to know the ending. Teaser campaigns are a great way to raising the rank of the company before embarking on a broader campaign. They reveal enough to grab your audience's attention, but no detail. The key to success is not just brand attention, but keeping your audience interested until big disclosure. Even though different audiences want to know different things, everyone wants to KNOW. This works for everyone and makes teaser campaigns very effective. Imagine you see some kind of teaser ad. What you see probably gives food for thought. What's behind it? What's the next tip? Where's the next clue? That was what it was about. The fish swallowed the hook.
How to create an effective teaser campaign?
Whether you want to launch a new website, launch a new product, or even a new business, how you do it is the most important first step. It will probably also be the most difficult marketing challenge. A successful teaser campaign is engaging advertising campaign. Knowing what it is characterized by, first of all, you need to create an atmosphere of mystery around it. People love to solve puzzles, and the teaser campaign is using this to get them hooked preparations for the premiere. So make your audience curious. Make them believe that solving the mystery will pay off. Then you can be sure that they will want to come back to you for more. If everyone's eyes are on your brand already, don't reveal too much too soon.
In the teaser campaign, you have to build up the tension like the author of a good detective story. Create tension. Release the veil of secrecy by revealing only one clue at a time. To increase the engagement of recipients, you can invite them to take part in the competition. Who will guess what product will be premiered soon? Constantly keep your audience's attention high by providing them with information that will allow them to speculate on what will happen next. Try to be unpredictable. If there's something people love as much as a secret, it's a surprise! The more interest and emotions a teaser campaign arouses, the better. Remember to get accepted communication strategy it harmonized with what the company expects from the teaser campaign. Encourage your audience with appropriate language that creates an aura of mystery, creates tension and a sense of urgency.
Teaser campaign - advantages and disadvantages
The example of the iPhone 5 suggests that in the field of consumer behavior, people sometimes show overstated interest and prefer future products to those currently available. Sounds illogical? One of the reasons may be the so-called positive uncertainty related to the upcoming product or service. Uncertainty gives consumers the opportunity to imagine the potentially positive qualities or effects that, for example, the use of a product will bring.
Most economic and marketing research explicitly or implicitly defines uncertainty as something negative for consumers. Other studies have found that uncertainty, when phrased positively, can bring more pleasure than certainty. For example, when people do not know exactly what they could win in the lottery, they usually enjoy the experience more than when they know exactly what is possible to win. The same thing happens with movies. People have higher expectationswhen movie trailers leave them in the dark as to what exactly the movie is about. The teaser campaign fits in perfectly with this. Why else is it worth using teaser ads? Research also suggests that they can help reduce consumer resistance to persuasion by encouraging openness to products through surprise.
Many brands want to arouse interest long before the launch of their products. For a long time before, too long to put it simply. While there is nothing wrong with running your marketing and promotional activities before your product goes to market, trying to generate interest with teaser campaigns becomes more and more difficult. Unless you are an Apple company or the producer of the next Star Wars game. In both of these cases, customers are true fanatics, following any information that comes up on the topic of their interest. However, if you are trying to promote a new drink or have a new perspective on your old product, the teaser campaign will no longer be able to do what it did before. Why? Increasingly it comes to media fragmentation. Nowadays, brands compete for customer attention in so many different places that it is less and less common to hear about a teaser campaign that has produced truly effective results.
Teaser campaign - examples
An iconic example of a teaser campaign in Poland was the one carried out by Heyah. Many of us remember July 2004 and the ubiquitous red paws that could be seen on billboards, on balconies and in public transport. Soon, disturbing slogans appeared in their place, such as "don't go to Masuria", "don't leave home" and "watch out for carriers" (did someone from Heayh responsible for marketing predict 2020? 😉 Colors straight from a horror movie in combined with threatening-sounding warnings, aroused great interest. The campaign's resolution revealed what was hidden behind these slogans. The "threat" was Heyah itself, or more precisely, the users of phones in the operator's network, who were spreading like an epidemic.
Another interesting example is the teaser campaign of Carrefour hypermarkets. It was created in response to the outflow of customers, in connection with the revolution in food trade in Poland by discounters. The image of Napoleon was used to show what changes took place in Carrefour stores in response to the needs of consumers. This charismatic strategist liked by Poles also emphasized the French origin of the brand. The campaign started with the teaser "What is Napoleon up to?" It soon turned out that the chief intended to take care of the brand's stores in Poland and to ensure the highest quality of the products offered there. Was this teaser campaign successful? In addition to the fact that the word "Napoleon" was a more popular search than the 2016 Oscars, Carrefour's super- and hypermarkets saw a noticeable increase in the number of transactions.
Are teaser campaigns still running?
Teaser campaigns made sense when people watched every episode of a certain TV show - on a specific date and time - or when they bought the same magazines every month. Today, linking a teaser campaign with a product in the web, mobile and touch world is much more difficult. Consumers have undergone a revolution, and with them traditional patterns of media consumption have changed. Hardly anyone goes to work reading the newspaper. Most digest digital content while standing in a crowded subway. If you don't have millions, you can spend on promoting your brand in all the media available, a teaser campaign will be very difficult to carry out in today's marketing world.