Selling the Invisible // Vaporware Marketing Deconstructed

Quantum Identity Group
7 min readAug 4, 2023

By Von Grant // CMO // Creative Director // Quantum Identity Group

Photo by Juskteez Vu on Unsplash

The idea of marketing something that is yet to be created may appear contradictory, even illegal. However, “selling the invisible” is a proven set of strategies used by today’s top brands to build interest and excitement for products and services — that don’t yet exist.

Vaporware, a term coined in 1982 by a Microsoft engineer, refers to products that are announced or promised to be released but some never actually materialized.

To keep it simple, “vaporware marketing” refers to pre-pitching any number of products or services that are still in the early development stage of the product lifecycle, ranging from music to fashion to technology and beyond.

For example, a new tentative food menu item expertly teased by a fast food restaurant chain to determine interest. Or, a highly-promoted sequel to a anticipated popular game series that is years in development. These are some of the ways companies concept test to gauge potential customer reactions to experimental offerings before making a full commitment.

It may sound like a dubious strategy, but when executed effectively — with honestly and integrity — can create a buzz and anticipation like no other.

Vaporware marketing deconstructed

Vaporware marketing, most commonly associated with building “pre-launch buzz” is a unique strategy that revolves around generating excitement and anticipation for a product or service that is still in its early developmental stages and not ready to be released commercially. (Often confused with Minimally Viable Product (MVP) marketing.)

Rather than focusing on the features and benefits of an existing product, the campaign taps into the power of imagination and the possibility of early adopters.

By creating an expertly constructed narrative around the product or service and teasing its potential, businesses can build a dedicated following and generate valuable pre-launch excitement, even feedback, before developing the first prototype or working example.

The history

The basis of vaporware marketing can be traced back to the early days of the technology industry. In the 1980s, software companies would often announce upcoming products to generate interest and secure pre-orders.

However, due to various reasons such as technical challenges or changes in market demand, some of these products would never see the light of day. This practice led to the term “vaporware” being coined, as these much anticipated software products seemed to “vaporize” into thin air.

Common tactics used

Successful pre-launch buzz campaigns rely on a combination of strategies to capture the attention and imagination of their targeted audience.

One common tactic is the use of teaser trailers or sneak peeks that offer glimpses of the product without revealing too much. This creates a sense of mystery and intrigue, fueling more anticipation and generating more buzz.

Another tactic is the cultivation of a “member’s only” community around the product.

By offering Beta, early access, or limited edition perks to a select group of individuals, businesses can create a sense of exclusivity and generate a dedicated following.

This community can then become brand advocates, spreading the word and building excitement for the upcoming release.


Vaporware marketing taps into several psychological principles to capture the attention and interest of consumers. One of these principles is the fear of missing out (FOMO).

By creating a sense of scarcity and limited availability, businesses can trigger the FOMO response, urging consumers to act quickly to secure their spot in owning the product once it becomes available.

Another psychological aspect at play is the power of anticipation. Studies have shown that the anticipation of a reward can be more pleasurable than the actual reward itself.

Moreover, building anticipation through teaser campaigns and sneak peeks, businesses can tap into this psychological phenomenon and create a strong emotional connection with their audience.

Case studies

Numerous businesses have successfully utilized this form of marketing to generate buzz and drive sales. One such example is the video game industry, where companies like Blizzard Entertainment have mastered the art of building anticipation for future game releases — years in the making.

Games like “Diablo III” and “Overwatch” were announced years before their actual release, creating a dedicated fan base eagerly awaiting their arrival. This allowed Blizzard to leverage the pre-launch excitement to drive sales and create a strong community around their games.

Another successful example is Tesla’s approach to unveiling its new car models. Tesla often announces upcoming vehicles with limited details, generating widespread speculation and anticipation.

This strategy has proven effective in generating media coverage, attracting potential buyers, and driving pre-orders.

Ethical considerations

While vaporware marketing can be a powerful tool, it is important for businesses to consider the ethical implications of such campaigns.

Creating false expectations or misleading consumers can damage a brand’s reputation and erode trust.

It is crucial to strike a balance between generating excitement and providing transparent and accurate information about the product or service.

Strategies for implementing

If you’re considering implementing a promotional campaign for a product or service still in development, there are several strategies you can utilize to maximize its effectiveness.

First, focus on creating a compelling narrative around your product or service. Tell a story that captivates your audience and highlights the unique value proposition of your offering. This narrative should serve as the foundation of all your marketing efforts.

Additionally, to secure your audience before launch, implement these proven strategies:

  1. Identify and engage with your target audience — early on. Building anticipation and excitement begins with understanding your audience’s needs and interests, typically through a landing page and email opt-ins.
  2. Start early with pre-launch marketing efforts. Giving yourself ample time to create buzz and build momentum is crucial to a successful launch.
  3. Release teasers to pique interest and create a sense of mystery around your product. Share sneak peeks, behind-the-scenes content, or teaser videos to captivate your audience.
  4. Run contests and giveaways to engage your audience and encourage them to share your soon-to-be-released product with their networks. Interact with potential customers in a meaningful way and reward their enthusiasm.
  5. Leverage influencers in your industry. Partnering with influential figures allows you to tap into their audience and expand your reach.
  6. Create a comprehensive press kit. Equip journalists and media outlets with valuable information about your product, brand story, and value proposition.
  7. Organize a launch party to celebrate or demonstrate your product. Invite local media, business partners, and potential customers to create a memorable event.
  8. Develop a content strategy that educates and informs your audience about your product. Engaging content such as blog posts, articles, and videos keeps your audience interested and invested.
  9. Extend your social media presence. Utilize various platforms to share updates, teasers, and other content related to your product launch. Engage and interact with your audience regularly.
  10. Conduct an email marketing campaign to keep your audience informed about your product launch. Deliver targeted emails that build anticipation and excitement.
  11. Leverage technology to create interactive experiences that allow consumers to engage with your product conceptually. Virtual reality, augmented reality, and interactive demos can help potential customers visualize the future product and build a stronger emotional connection.

Measuring success

Measuring the success of these types of marketing campaigns can be challenging since the ultimate goal is often to generate anticipation and buzz rather than immediate sales.

However, there are several key metrics that can indicate the effectiveness of your campaign. These include the number of pre-orders or sign-ups received, engagement on social media platforms, website traffic, and media coverage.

By tracking these metrics, you can gain insights into the impact of your pre-launch buzz efforts and make informed decisions for future campaigns.

Avoiding pitfalls

While vaporware marketing can be an effective strategy, businesses must be cautious to avoid common pitfalls. One of the main challenges is managing expectations. It is crucial to be transparent about the timeline and potential risks associated with the product’s development.

Failure to meet expectations can lead to customer dissatisfaction and damage to your brand reputation.

Another pitfall to avoid is overpromising. It is important to strike a balance between generating excitement and setting realistic expectations. Be clear about the features and benefits of your product, and avoid making exaggerated claims that may not be met in reality.


As technology continues to evolve and consumer expectations shift, “vaporware marketing” will likely remain a relevant “behind-the-scenes” strategy for businesses looking to generate excitement and anticipation for their products.

By understanding the psychology behind its success and implementing effective strategies, businesses can leverage “pre-launch buzz” campaigns to drive brand awareness, customer engagement, and ultimately, sales.

As long as ethical considerations are taken into account and expectations are managed, this type of marketing can unlock the secrets to capturing the imagination of consumers and turning concepts into conversions.

AI Cookbook

  1. Google Bard (Market Insights)
  2. Perplexity AI (Topic Research)
  3. Sharethrough (Headline Ideation)
  4. Grammarly (Copy Editing)
  5. PaperRater (Proofreading)
  6. RateMyContent (Content Analysis)
  7. Unsplash (Image Library)

About Von

I am a C-level marketing communications executive with a 20-year-plus proven record of driving business process improvements. I have extensive experience in branding, interactive media, marketing, advertising, communications, PR, creative services, business development, fund development, and IT.

With a global client base, I serve both large and small B2B/B2C clients directly, provide white-label services to larger ad agencies, and perform subcontract work for many Fortune 1000 companies with marketing budgets exceeding $400 million. Notable past clients include Samsung, McDonald’s, Honda, and Toll Brothers Luxury Homes.

To learn how Quantum Identity Group can help build, brand, or grow your organization to its full potential, visit us online at

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