Whether you’re looking to launch a new website, a new product or even a new company, getting the word out is a critical first step and it will likely be your most difficult marketing challenge.
This week we’re going to be talking about teaser campaigns and how you can leverage excitement and secrecy to get the most out of your launch. A teaser campaign revolves around engaging with customers and can be a powerful tool to grab attention and generate anticipation.
To help your new idea launch successfully, we’ve put together 3 tips you can use to plan the perfect teaser campaign; check out the list below.
Develop a campaign with some mystery
As the name implies, a good teaser campaign is all about giving a little without spoiling the surprise. Some companies end up treating their teaser as the reveal and actually end up damaging their launch.
Whether you’re launching a new product, website, or business try to focus on the impact it will have, rather than the product itself. The above example is a teaser video for Microsoft’s HoloLens that does exactly that. Note how the video limits specific details and instead encourages viewer to imagine their lives with the product. When done correctly a good teaser can produce movie-premier type atmospheres.
Be aggressive across multiple channels
How you share your campaign will depend on the resources you have available, but it is important to be active across as many channels as possible. Social media has become a particularly powerful tool for sharing teaser campaigns as it allows for large reach and lots of interaction. Email is also a long-time favourite allowing you to share even more details with users that take the time to sign up for updates.
If you want to get more tactical, you can look into using Google Adwords to promote your campaign. This type of advertising allows you to place you campaign in front of highly target users who are already searching for topics related to your launch. Take the above example which sees Samsung stealing some of the spotlight away from Apple’s iPhone 6S.
Finally content marketing (blogs, infographics, microsites, etc.) can be an excellent addition to you teaser campaign providing additional assets that can be shared with your audience.
Be unique… but don’t ignore what works
When working on a teaser campaign (or any marketing campaign for that matter) it’s important to be unique and focus on creating a story that is relevant to your brand and to your upcoming launch.
With that said, don’t be afraid to do some research and find out what has worked for other organizations in the past. For every successful marketing campaign there are dozens that didn’t perform well; understanding why the failures failed can save you a lot of time and effort.
So there you have it, three simple tips you can use to get your audience excited about your up and coming launches. Let us know if you’ve run a successful teaser campaign and if you haven’t already, be sure to follow us on LinkedIn, Twitter and Facebook.