Marketing that runs ahead of a rollout or release to warm up the market, so demand is already waiting on launch day. 'Coming soon' teasers, waitlists, previews and early access build awareness and anticipation before the product is available.
Before product launches, new locations, rebrands, events, seasonal offers and price changes; whenever a cold launch would waste the first weeks of spend.
Apple's event invitations and teaser cycles; a restaurant's 'opening soon' signage and soft-opening list; a SaaS waitlist with early-access invites; a film trailer released months before opening.
A strong play for launches in every category. Flagged when the build-up promises more than the launch delivers, or the launch date keeps slipping.
