Question

Topic: Strategy

Teaser Campaign Design

Posted by Anonymous on 12/10/2004 at 3:50 AM ET 250 Points
I am the marketing manager of a Shopping Centre in South Africa. We just received the news that we will expanding the mall with +/- 80% in the comming year. The real building and breaking will only start around March but no time frames have been comfirmed as yet.
I would like to introduce a teaser campaign at the beginning of next year announcing the expansion. As the year progresses and we have a better idea of dates, designs and new tenants we will make announcements.

My concern is the teaser campaign as I have never written one before. Is there any rules, guidelines I can use?
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RESPONSES

  • Posted by Peter (henna gaijin) on 12/10/2004 at 1:32 PM Member
    I don't think there are any rules. Just figure out what you want to say, and then try to think of ways that would make it interesting/enticing (which is what a teaser should do).

    You may also want to use part of the program to mention that construction will be going on and that the rest of the mall will still be open for business during construction.
  • Posted by Janet O. on 12/10/2004 at 1:44 PM Member
    You may want to develop your teaser campaign based on what the benefits are for the shoppers/consumers. Will it be a one stop center where they can get all of their shopping needs met? Is it an upscale centre where there are no other centres like it near by? Will there be new tenants in your centre that are not in other centres?

    You could do a series of campaign pieces that show the progress of the centre, with the last one being the grand opening piece. In each of the campaign pieces, leave the consumer with anticipation of what's coming in the next campaign. So when the grand opening happens, they will feel compelled to go.
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