Campaign Strategy :: The Teaser Play

The Teaser Play 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 tantalize 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.

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.
• Be sure that each touch is through a different medium to maximize audience exposure.
• Consider any new or emerging marketing mediums. Don't be afraid to experiment.
• Make sure that after the campaign has reached it's climax there is some huge payoff (yes I'm still talking about marketing). The fastest way to waste all that teaser money is to end the campaign with a 'whisper'.
  • Consider a Power Play.

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