Should Your New Product Involve a Teaser Campaign?

New product marketing campaigns generally focus on the product being released. Now and then, however, a teaser campaign will come along. A teaser marketing campaign is meant to get attention and build curiosity and does so without revealing the product or the company producing it. Sounds like a creative, innovative idea but should you launch your new product with a teaser campaign?

A teaser campaign is spread over various advertising media including print (poster), television, radio, internet, or bill board. Each method is cryptic, only conveying that the product will be revolutionary, life changing, perhaps a single word or phrase to that affect with a blank background. High visibility is a must which requires a large budget.

Many times a teaser ad, whether through poster printing or t.v. or radio commercial, will point viewers to a website. The problem is the anonymity required by the teaser campaign often leaves those who go in search of more information disappointed and frustrated. Once the product is finally revealed, it had better live up to the hype or viewers will be downright disgusted.

Teaser ads tend to work best in the motion picture realm. There teaser ads can easily be created in a variety of media formats including previews, a print poster, t.v. and radio ads that all hint at the great movie to come without revealing the plot or characters until later on. In the motion picture industry, the element of surprise is a good thing.

In many other industries, however, teaser ad campaigns generally fall short of their goal. Products are not able to live up to the hype. One reason for this is the follow up campaign touting the product is not strong enough. If you do decide to use a teaser campaign to launch a new product, make sure the supporting product advertisements are compelling and maintain the momentum started by the teaser. A print poster, t.v. commercial, radio spot, websites, and internet ads should all build on the life changing potential the teaser ads hinted at, siting specific benefits the product offers.

Since the success of a teaser campaign is so heavily dependent on the follow product campaign, it makes sense in many instances to skip the teaser campaign and save those funds for more effective marketing avenues. For instance, a print poster campaign using two or three designs combined with radio or television commercials to reinforce its message can be equally if not more successful than a teaser campaign.