This gradually unfolding 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.
Important Points
A few important campaign strategy points:
- Each touch should contain a part of the overall message that can both stand alone and work to make the whole more impactful. In other words, it needs to be a campaign that is the sum of its integrated parts and each part can stand alone.
- Be sure that each touch is through a different medium to maximize your exposure.
- Don’t be afraid to experiment. Consider using new or emerging marketing mediums.
- Make sure that after the campaign has reached its 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’ rather than a bang.
- Consider a Power Play campaign strategy at the end of the campaign to go out with a bang.
The Teaser Play can be a powerful strategy for the introduction of a new or emerging technology or service. Due to the nature of its slowly unfolding message, it’s also a very expensive strategy, but if you ask me, when it comes to marketing, if your hands aren’t a little sweaty—you’re doing something wrong.
More campaign strategies available. Check them out and comment your own ideas.