• Brands sometimes tease the customer to create buzz around the product. 
• But it’s a double-edged sword and must be used cautiously. 

Marketers often try to tease their customers in a marketing campaign, but it’s a risky tactic that can create wonders or backfire. It can be understood as a make-or-break scenario; marketers can either skyrocket the sales or ruin the brand image by using this tactic. Hence, they are highly advised to be careful and intelligent in teasing their customers. 

The main intention behind adopting the teasing your client marketing technique is to create a buzz or generate enough interest in the message. But the problem here is that sometimes shouting the message louder than the competition can be counterproductive. Also, if brands exaggerate their claims, it’s even more ineffective. 

Another problem here is generating enough interest in the message. Prime examples here are billboard advertising and press advertising. They strategically try to convey the message with only a few or no words. Interestingly, they use bright colors, unusual writing, etc. Who can forget the famous BMS vs. Audi billboard war? 

How did a textbook publisher tease lecturers into recommending them?

It is well-known that the textbook publishing market is pretty cutthroat, where every publisher tries to persuade lecturers to recommend their books. A good adoption from students can be a long-term income stream; there’s a cutthroat market, especially for introductory texts. 

Here, a marketing manager of a publishing company adopted the teasing your customer tactic strategically. He began mailing a set of chopsticks to every marketing lecturer out there. These chopsticks were packed in a metallic silver envelope with the message “First You Eat.” This directly intrigued the lecturers and made them curious about what came next.

Next week, he again mailed these marketing lecturers a tea bag with the message “Then You Drink.” This second message further increased the anticipation of what would arrive next. Finally, he sent them a fortune cookie with the message “Then You See the Future.” It was an award-winning campaign, and the lecturers naturally felt obliged to recommend the book. This principle can be applied to any situation if used intelligently. 

Pros & Cons of Teasing Your Customer

The above example places “Teasing Your Customer” as a great marketing tactic. But it is also considered highly risky with a solid potential to backfire. However, if used strategically and intelligently, this tactic can effectively boost brand awareness and increase sales and revenue. 

Benefits of Using “Teasing Your Customer” tactic

The two main benefits of this tactic are humor and engagement and creating a sense of mystery while intriguing your audience. In some rare cases, slight teasing can be beneficial if the tactic is used excellently and targeted towards the right audience. It can create a playful and humorous atmosphere, foster engagement, and create a buzz around the product or service. 

Teasing your content can create a sense of intrigue and mystery. It makes the audience curious to learn more about what’s coming next. It can also lead to frustration if the result does not meet the expectations. Hence, marketers are highly advised to use this tactic intelligently. 

Drawbacks of Using “Teasing Your Customer” tactic

There are a few drawbacks to using this tactic, such as offending customers and creating an unprofessional brand image. Plus, there’s always a risk of unpredictable outcomes. Teasing your customer can easily be misinterpreted if the message is not delivered correctly. 

Sometimes, the message might be mean-spirited, disrespectful, or even bullying. It could lead to negative word of mouth and brand boycotts and damage the brand’s reputation. Teasing can also portray an immature or unprofessional brand image if the target audience leans towards a professional or established brand. 

Moreover, the tactic’s success greatly depends on the context, audience and execution. It is challenging to manage all these three variables simultaneously, plus no one can predict how people will react. Hence, the risks sometimes outweigh the benefits of using the tactic. 

Significant Risks of Using the Tactic

Sometimes, teasing your customer can be easily misinterpreted as mockery or insensitivity. This leads to negative feelings towards the brand and might lead to brand alienation. Remember, customers want to feel respected and valued and not belittled. 

It’s a fact that negative experiences create a lasting impression. A failed teasing tactic can tarnish the company’s reputation, making it harder to attract customers in the future. 

What might seem playful to one group could be highly offensive to another. If the marketer tries to be edgy with humor or intended puns, it can lead to disastrous PR situations. 

For example, in 2017, Fyre Festival promoted heavily curated media posts that featured celebrities and influencers. It promised a luxurious music festival experience on an island. 

However, the reality was far from the truth, and the event fell dramatically short of the hype it generated. It also landed the organizers into legal trouble, highlighting the dangers of using this tactic. A careful analysis of this marketing campaign points out the risks of over-teasing the customers and failing to deliver on the promises. 

Case Studies on Brands Using the Tactic

Many case studies highlight how some brands successfully used this tactic, while some have had mixed results. We’ve already discussed how this tactic could lead to failure and other trouble if misused. Some of these case studies are discussed below. 

Success Stories

OnePlus, the Chinese smartphone company, is seen as an Apple rival and has built a reputation for using this tactic successfully. They send cryptic teasers on social media, slowly revealing the features and specifications of the upcoming phones. Here, the brand is teasing the customer by creating a sense of exclusivity and anticipation among their fans. It directly leads to increased pre-orders and significant launch-day hype. 

Apple is considered the world’s leading smartphone manufacturer and is adored by marketers globally for its marketing tactics. The company might not directly tease its customers but subtly teases the upcoming product through press releases, event invites, and store visits to influencers. This strategy keeps the brand relevant, fans engaged and on their toes without being overly revealing about their product. 

Dunkin’ Donuts (South Korea): In 2017 the company launched the limited edition “mystery donut” campaign. Throughout the campaign, they would release a picture of a blurred doughnut with a cryptic message. It helped generate excitement and social media buzz while boosting sales and brand engagement. 

Mixed Result Stories

PlayStation: In 2013, Sony was about to launch the PlayStation 4, but they teased the console with cryptic videos featuring some shapes and symbols. Although the campaign gained initial traction, it slipped when fans weren’t provided concrete details, leaving them frustrated. 

Wendy’s: The fast-food chain is famous for its intelligent social media presence; it uses humor and playful teasing intelligently. While this strategy often garners the brand with loyal fan followers, sometimes it has landed them in trouble when some audiences find it offensive and unprofessional. 

Things to Consider While Using the Tactic

The discussion on the pros and cons of using the teasing your customer tactic and a few case studies are complete. It becomes clear that using this tactic is like fighting with a double-edged sword. Before incorporating the tactic, marketers must clear the basics. 

These could include details like knowing their audience deeply, understanding the type of Tease, being considerate about the platform and context, and having a solid exit strategy. Plus, there are legal and ethical concerns along with internal alignment. If used correctly, it can slice the competition like butter or harm the company’s reputation like an untrained person fighting a double-edged sword. 

Know Your Audience

Brands must conduct a thorough study to know whether their target audience appreciates playful teasing or they have a similar sense of humor. Careful consideration of age, cultural background, and related demographics is also crucial. If the brand has already established a solid and playful relationship with its customers, it could help in the success of the tactic. 

Understand the type of Tease Teasing

The spectrum of teasing is tricky; it can sway from gentle to edgy in a matter of minutes. Marketers must understand if the Tease is lighthearted, a playful nudge, pushing the boundaries, or potentially offensive. They should also understand the difference between mystery and mockery. 

There’s a fine line between creating mystery around the product and mocking your customers, ensuring the campaign does not cross that. The duration of the Tease and its timing is equally important. Shortening a period fails to generate the required buzz and anticipation. If it is shorter, people will remember the previous message. Also, sending too many messages to tease your customer can backfire. 

Understand the Intricacies of Platform and Context Teasing

Teasing on social media allows the brands to engage with the audience directly. But things can also escalate quickly if they fail to hit the right spot. In comparison, teasing them in traditional media like the press, billboards, or TV ads solves the two-way communication problem. 

Some industries, like entertainment and gaming, are more tolerant and playful about teasing. In comparison, sectors like healthcare and finance are considered more serious. Marketers must understand this before indulging in the tactic. 

Have an Exit Strategy

While incorporating the tactic, marketers are highly advised to closely monitor audience response along with Key Performance Indicators (KPIs). There must be ample room for altering the message if there’s the slightest sign of a negative sentiment. Keeping the ego aside, brands must be ready to apologize if things turn out badly. 

Brands should also consider that the teasing does not violate the target country’s advertising laws or ethical standards. They must avoid making any promises they can’t keep or using deception. Plus, the whole marketing team must be on the same page about the message’s tone, type and intent. Misalignment could lead to a mixed message and a lost opportunity. 

It can be clearly said that teasing your customer can be like a Schrodinger cat; you never know what’s inside the box without opening it. It can create wonders in many senses or destroy the already attained brand image and market position. Hence, using the tactic at your own risk is highly advised.