There is one marketing strategy that I’ve seen pop up a bit more often as of late.

It’s the marketing teaser. It’s suggesting something is coming before it does. It’s dropping hints without dropping the news with a reminder to keep your eyes peeled.

Big news coming out tomorrow morning! Stay tuned.

— Breckenridge Resort (@breckenridgemtn) July 9, 2013

We have an exciting announcement coming tomorrow! Stay tuned for details!

— Big White Ski Resort (@BigWhite) May 2, 2013

Exciting announcement coming soon…. Stay tuned. #fernie #ferniedeep #fernielove pic.twitter.com/ExBe012u52

— Fernie Alpine Resort (@SkiFernie) November 19, 2013

I absolutely love it.

And I love it absolutely love it because it absolutely works.

#1) Create’s a Mental Bookmark
I don’t know any other way to say this other than when I see stuff like this, especially if the teaser hints at something more than just the typical news, my brain makes a mental bookmark and nags me every now and again with:

“Did you ever see what so-and-so was teasing yesterday?”

A small thing, but it can make a big difference.

@Snowbird drop, drop, drop!!! pic.twitter.com/TvBqqlAQuf

— Bart Zienda (@bzienda) April 20, 2017

When I’ve used this idea on email marketing, I’ve had people who miss the actual announcement email me wondering where it was simply because they’d been waiting for it after seeing the teaser.

Every had people waiting for your marketing? Pretty cool stuff.

#2) Curiosity
And the difference, as far as I can tell, is that insatiable aspect of human nature called curiosity.

@cannonsburgski water park? Cable park? Zip lines? Mountain bike trail? What could it be!?!?

— Larry Enticer Lefty (@SkiLefley) March 19, 2015

We can’t stand not knowing something.

So the idea that a big, important bit of info is sitting on the horizon is tough to shake.

#3) Proactive ICYMI
But at the simplest form, it’s just a way to give important news a better chance of being seen before you actually drop it.

All systems go! That special announcement is coming soon! :) pic.twitter.com/ZVLPJapLS3

— Whitetail Resort (@whitetailresort) January 4, 2016

Like the classic #ICYMI (“in case you missed it”) retweet, it does the same on the other side of the release.

Like a tour guide helping to see important things you wouldn’t notice unless you were looking for them, these teasers give your audience something to watch for.

Simple, Easy, Effective
I love this strategy because it’s a combination of three great thigns:

1. It’s simple, very little in the way of planning or approvals required.
2. It’s easy, once you decide it’s extremely easy messaging to create because the lack of details is what makes it work.
3. It’s effective, from my own experience and the engagement numbers of the bits of news.

Whether it’s an opening day or a new product or an event, the next time you have something exciting to share, why not try getting the excitement party started a little early?

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.