Aiming to become the global leader in chip-scale photonic solutions by deploying Optical Interposer technology to enable the seamless integration of electronics and photonics for a broad range of vertical market applications

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EileenTeahon

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Re: Well done Eileen!

in response to

Well done Eileen!

Klompen

posted on Feb 02, 2015 10:53AM

Thank you Klompen

We have to look at the situation this way.

The video is but a plank or component in an overall plan to educate the executives of the technology (and other) sectors, the investing sector, the professional investment sector, the general public, and in a smaller way the government and military industrial complex. Now granted, some of these sectors (and individuals) already know we exist. However, they don't know the full story. Whenever your trying to change a persons thought process (smoker to non-smoker, procrastinator to action taker, or even INTEL to POET), for greater success and dependent on task size, it must begin with education in small steps. To get your attention it could/should begin with teasers.

Teaser Advertising

Teaser Advertising is exactly what the name implies: an advertisement or series of advertisements designed to:

create awareness
arouse interest and curiosity
to forestall the target audience from making a purchase from the opposition. It is most effective just before launching a new product or announcing a sale.
to alert customers to a forthcoming promotion or competition.

As with most kinds of teasing, it’s the final act that determines whether the campaign is successful or not. It must never leave the audience unsatisfied or with the feeling they have been cheated, as everything can fall flat unless the end lives up to expectation.

The campaign has to be thought out and carefully planned:

Do you need to place more than one advert?
If only one advert, how must the final announcement be made so that readers recognise it as flowing from the teaser advert? Are you still sure you need only one advert?
If there is more than one advert, can they all be the same, or should each advert build on the previous one, taking the tease a step further until the announcement is made?
If more than one, should you place them over succeeding newspaper issues or spread them throughout one single issue?
Should the advertisement(s) be identified or remain anonymous?

The course of action you choose will depend on:

the type of announcement
the amount of time before you can make it
the general market situation. Taking motor cars as an example, the opposition is sure to be very active in the month or two before you are due to launch a new range, as they know that once it appears the pure news value will overshadow much of what they might try to do. You can counter customers being lured to their showrooms by placing a series of teaser adverts that will help stall such purchases without giving too many of your away.

A word of caution: teaser campaigns should not run for much longer than two weeks, else curiosity can change to irritation. This needs to be considered when you deal with local or regional newspapers that might be published once or twice a week only.