Advertising teasing is a marketing strategy that can prove effective… if it's well executed!
By definition, teasing is a commercial method that consists of luring your future customers with an initial advertising message: the teaser, to then encourage them to visit your e-commerce site.
But be careful, it's about creating desire and interest without being tacky! The line can be crossed quickly and that's a guaranteed failure! Discover how to create a product teaser in 8 steps!
Concretely, how does teaser advertising work?
Whether you want to launch your e-commerce site, a new product, or promote an event, like most marketing techniques, teasing has its rules.
First step: create a teaser
The goal of this first announcement is to arouse internet users' curiosity. Your teaser should sprinkle mystery and desire. This careful mix will take its time and draw its strength from consumers' impatient anticipation.
Second step: the announcement
It's time to lift the mystery! You've managed to keep your prospects on edge, now it's time to satisfy their curiosity and reveal the details behind your tease.
Nothing prevents you from building suspense by adding intermediate steps. The goal is to keep the consumer hooked. You just need to find the right balance to stay enticing without becoming boring!
E-commerce: how to create a teaser for your products?
Launching a new product is always a delicate step; you need to hook the consumer to generate excitement and stand out from the competition.
Here are 5 ways to pique consumers' curiosity through advertising teasing:
1. Identify a problem
You're not trying to launch a product on your e-commerce site, but the answer to a consumer need.
Once you've found your hook, you'll need to build your advertising tease around it. Evoking emotion and curiosity isn't easy, but the techniques storytelling will help you design a relevant teaser.
2. Design your teaser like a suspense series
For your teaser to be enticing, you must not reveal everything at once!
You have just created a story that addresses a specific need around your product; it would be a shame to tell it without adding a dose of intrigue and suspense!
3. Use video resources
Video is the perfect medium to project an imagined world that will cloak the product with a desirable aura and create a first bridge between you and the target prospect. "A picture is worth a thousand words," the saying goes. And it's even truer when the image is in motion.
By capturing the user's attention with a video, you instantly score points: video imposes its pace and can therefore "play" with the viewer's curiosity and emotions, who is more passive and more "available" than when reading a text they interrupt or resume at their own pace.
Don't think "product," think "customer." Indeed, the purpose of a teaser is not directly to sell. What a teaser seeks is that decisive minute of full attention that will then prompt the prospect to act (download, visit, call, sign up, etc.). The primary goal is therefore not to be informative, nor even sensationalist, but first to be interesting and entertaining.
Don't forget that competition is fierce, amplified by the internet and the globalization of commerce. You therefore need to stand out. Can't afford George Clooney? Then film yourself speaking directly to camera! In short, bet on simplicity and on humor!
Our eyes are so bombarded by images of stars, and our minds by ubiquitous advertising, that an internet user will always welcome the freshness brought by a minimalist, humorous ad.
When writing the script and determining the duration and pace of your teaser video, imagine the reaction you want to provoke in your prospect. Is it curiosity? In that case, consider a rather slow editing pace, a crescendoing soundtrack, and a gradual unveiling of your product that is at first barely visible…
Do you want to provoke thrills instead? From the very first second of your teaser, plunge your prospect into an extreme situation (a leap into the void, an explosion…) capable of "waking" them and triggering an adrenaline spike they will associate with the product by proximity.
4. Revisiting the classics: the benefits of an attention-grabbing email
The huge advantage of a "emailing hook" campaign is that you control the rhythm while making the reader believe they control it. Explanation: for example, you can plan 2 to 5 emails in total: one to announce a product launch without saying more, a second to launch a "coming soon" and reveal a few additional features, and one or two final reminders close to the actual launch date.
Thus, even if the user only reads the email subject without opening it, the dates will gradually imprint in their mind. Apple, for instance, plays with product renewal by announcing a "Coming soon" for the latest iPhone version three months in advance. But this is not the prerogative of big players!
Ubac is a small company from central France, specializing in durable, ecological and ethical sneakers made of hemp, linen or wool. Responsible consumption is very good, but it appeals to reason and doesn't necessarily increase desire on its own.
To counter this "reasonable purchase" effect, or rather to reinforce it by making it also a "desirable purchase," Ubac implemented an original hook email campaign.
- First email: You are informed about the launch of a new sneaker line next season.
- Second email: You are invited to share how you generally use sneakers, your style and material preferences, and any feedback on previous sneaker ranges — all to help define and improve the features of the upcoming sneaker.
- Third email: An authoritative tone that piques curiosity, with an enigmatic "See you tomorrow morning. We have a surprise for you."
- Fourth email: A reminder email one week before the launch of the much-anticipated sneaker.
- Fifth email: Invitation to learn more by clicking the link to the site presenting the new sneaker.
5. Launch your teaser on social media with the help of influencers
Influencers play a major role in e-commerce business strategy. They have become very influential ambassadors and will give significant visibility to your product.
Contact influencers in your field, offer them to test your product and include them in your advertising strategy. Mastering the art of teasing, they will reveal information about your product sparingly and heighten your audience's curiosity.
You immediately picture an overly young bimbo showing off makeup products? Move past that cliché. The use of advertising influencers now applies to many other areas.
Think, for example, of objects that seem purely utilitarian and not very "glamorous", like the traditional Bic four-color pen, relaunched in a new "Les Frenchies" collection.
Influencers have used all their creativity and popularity on Instagram to stage the product. A stylized cup of coffee, an open notebook, or an accessory evoking the French way of life can be enough to elevate this ordinary object that is the pen…
6. Start a dialogue to keep your audience hooked
You now have your audience's enthusiasm. Now it's about keeping consumers on the edge of their seats and growing your community. Build the suspense by encouraging exchanges on the social networks.
You can also launch contests and reward the person who manages to uncover what's behind your teasing.
It's an effective tactic on social networks in particular, using their viral potential to raise awareness and build excitement about a new restaurant, for example.
For example, the toy and childcare brand Vertbaudet is known for its photo contests featuring children (the winner receives the highlighted product).
This uses a very powerful lever: the pride of young parents and their constant desire to show off their baby. It aims to capture for itself the photo-sharing dynamics that already take place among young parents and that can be redirected to promote the brand.
The main thing is to involve your community in your communication strategy by creating a sense of closeness.
7. Create an effective landing page
A landing page is a separate web page on your e-commerce site dedicated to your product. It will allow you to collect your visitors' contact details by inviting them to sign up to learn more about your product.
Your landing page must be attractive and, like your teaser, pique curiosity.
Polish its design and emphasize the user experience to get people talking about your product online. If it's well done, you'll generate many leads and shares!
8. Leverage locality and seasonality
No more impersonal advertising! With the increase in advertising options, internet users have become more demanding and expect to be surprised as much as they expect to be understood. A geographically targeted teaser can therefore be a real asset.
To create enticing product teasers with captivating copy, we recommend having them written by Professional web writers on Redacteur.com.
