SM & TS Entertainment’s marketing tactics help new boy groups gain foothold

2012 will usher in an influx of boy groups, and many are looking forward to seeing which ones will come out on top. To stand out from the crowd, a strong marketing plan is crucial for success.  SM Entertainment and TS Entertainment seem to be well aware of this fact, as they’ve already implemented methods to promote their newly-formed boy groups.
SM Entertainment recently kicked off promotions for their new boy group, EXO-K and EXO-M, with a slick and sexy teaser of member Kai. In his intro clip, 17-year-old Kai (who has a height of 182 cm) showcased a variety of dance skills such as jazz, pop-n-lock, and hip hop. The video garnered over 800,000 views on YouTube, and was even listed under the ‘Most Viewed’ category on the 1st page.
This strong reaction (and subsequent level of anticipation) can be attributed to two marketing ploys: release a visually-appealing video with an exhibition of skills to draw interest, but keep biographical information to a minimum, so that the idol (and group) gains more attention through mystery.

TS Entertainment has also implemented a unique marketing method to spread awareness of their upcoming boy group, B.A.P.  Instead of releasing teasers one by one, the label has been promoting the group through individual member activities. For example, Bang Yong Guk was featured in Song Ji Eun‘s ‘Going Crazy‘ and drew much attention for his impressive rap skills. He’s also been guesting on MBC‘s ‘LalaLulu‘, to gain more TV air time.
TS Entertainment also formed a sub-unit group with Bang Yong Guk and Zelo, another member of B.A.P. They are currently promoting ‘Never Give Up‘ and are steadily gaining a large fanbase.
In addition, B.A.P plans to debut through a large-scale performance in a gymnasium that can hold up to 3,000 seats.
A representative of TS Entertainment revealed, “Although they are a rookie group, if we spread their awareness before the debut, it will help their promotion activities greatly.  Bang Yong Guk has already generated over 10,000 followers on Twitter and is becoming quite popular.  As the anticipation continues to build, a large-scale promotion is being put to use.”

So whose marketing technique, do you think is more effective?  SM’s release of teaser by teaser or TS Entertainment’s use of individual activities of their members?  Share your thoughts below!

Source + Photos: Osen