As a small business, there can be a lot of pressure to ensure a product launch goes well, writes Thomas Emmerson, instrumental in creating international marketing campaigns for Honda Europe and PR for Aston Martin.
Sometimes the fortunes of the business are directly linked to the successful launch of a new product or service, putting a lot of pressure on a communications team tasked with getting maximum reach and reward ahead of a launch.
Leading publications have a rendering specialist on hand to stitch teased images together into the final product, says the report, usually with mixed results.
Behind the teaser is the need for the brand to maximize conversation and reach through social engagement.
Some industries are more open to a teaser than others, says the report, but the industries that are open to a good teaser campaign are cars, motorcycles, video games, books, and films, all pretty obvious candidates.
How many of us have stayed past the credits at the end of a Marvel film just to see the teaser for the next film asks the report? These teaser campaigns, says the report, have dedicated fans that lap up the intimate details and enjoy the tease that only drip-fed information provides.
So, says the report, if your industry has fans who eagerly await every announcement, no matter how small, then chances are a teaser campaign will work well for your brand. From the outside looking in, some of these teaser campaigns look chaotic. But that’s not the case at all.
Having been on both sides, says Emmerson, I’d like to share a few pointers for maximizing a teaser campaign:
Think in Layers
A teaser campaign can last weeks or years. The hallmark of a good one is that it builds momentum as it gets closer to launch day. Knowing which content will be produced or available during the planning phase will help you get the most from each tiny morsel of goodness. Build a central focal point for information, then add communication channels, but make it so the foundation remains the main source for official news, says the report.
Be Ready to Rebuff
If your industry is blessed with savvy commentators (like automotive), prepare to have every exploratory question thrown your way. People with a passion for your industry will be desperate to read between the lines. Even a slight pause by the CEO in response to a question will cause the phone to start ringing.
Think About the Future
Ultimately, a successful launch is about how many units sell. Setting up a landing page where people can see official information, and sign up for more, will prove to be a valuable resource for sales teams once the product is in the market.
Massage Your Channels
Teasing releases is also a chance to reward publications and outlets that have been good to you in the past, notes the report. You need to engage new channels to tap new audiences, but you should also use the release of new information to thank those who already support your brand or product.
Who to Please
If you’re using industry publications to help tease the new product or service, then each will want a leg-up on their competition. Work out beforehand which outlets can help you achieve your goals and which are best to help at each stage of the teaser, says the report.
Don’t Forget the Advocates
Every brand has a secret weapon in their customers, says the report, who already love and support them. Giving those loyal customers exclusive previews, under the condition of nondisclosure, will help build hype.
Teamwork Makes the Dream Work
It is frustrating when a multinational teaser campaign fails at the first hurdle because the company can’t provide information in a timely manner.
Clear communication, backup plans, and fall-back assets will help keep your brand’s teaser campaign on-track and consistent increase reach by thousands, if not more, concludes the report.
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