All posts in “Digital Marketing”

rolls of blueprints

Perfect Planning: Before and After the Promotion

The success of a promotion in any industry depends on the implementation of some general strategies that are relevant in all corners of business. Here are a few vetted tips that you can use to help improve the viability of a promotional campaign.


Before the Promotion

Are you sending the right traffic to your promotion landing page? You must be sure that you are optimising your target audience by streamlining it directly at a single source. Believe it or not, this is the way to expand your reach. You can also employ a multitiered strategy by using Facebook Ads, a PPC campaign and an email campaign that will bolster your overall exposure if executed concurrently.
Make sure that your traffic is targeted; the wide net strategy is not viable in any market. The more precise you are in targeting your niche, the better your promotional campaign will be. Make sure that you find your first responders at their preferred location as well.


During the Promotion

You must set the key performance metrics that you are looking to fulfill so that you can properly direct your promotion when it is in its active stage. This will help you to strategise your concept, making it more appealing to the audience that will be most likely to act like you want to fulfill your business objective.
Your campaign should also take advice from your previous campaigns – there is no reason to overlook the lessons that you have already learned in the past. Finally, remember that one of the most effective ways to create a higher conversion rate is to choose an engaging incentive and mechanic. Pay attention to how your audience responds to your lead ins!


After the Promotion

Do your customers know exactly what you want them to do after the conversion action? Are the directions on your promotion clear? Continue to direct your customers after the initial conversion, and make sure they receive what they opted in for.


Also are you using social media or emails to continue to drive customer engagement after the active promotion is over? Target the most enthusiastic of your new converts and empower them to spread your brand like an informal PR team.


These tips will definitely give you a leg up for your next promotion. However, here at Peazie we have run a few campaigns in our time. To create the ultimate competition that delights your customers and brings a value there are a host of things you need to think about from creative and data-driven campaign concepts, administration and permits, design and building, to tracking and optimising. Peazie has a reputation for partnering with top brands in many industries for creating premium promotion campaigns. With over 250 clients on board, Peazie has experience across the board as well, ensuring that your promotional campaign is built on the successes of the past!


Compass on spreadsheet

Campaign Tracking: What it is & How to use it

What is Campaign Tracking?

The modern methodology of campaign tracking goes back to a company named Urchin Software Corporation, a data management company that was acquired by Google in the year 2005. Urchin created the standard known as the UTM, or the Urchin tracking module. This tracking module sets today’s standard for campaign tracking, which is the organization of relevant data that comes from your social media pages and other promotional efforts.

Campaign tracking can take on any form that you wish depending on the key performance metrics that you set. If you are looking for the answer for how to increase company revenue, you will track a particular set of data. If your goal is conversions or impressions, the campaign of data that you track will be different.

Basically, you are putting eyes on the money that marketing says that you should spend. R&D and IT might have a point – those guys DO get carte blanche to say anything they want. No more! The data never lies.


How Do You Use Campaign Tracking?

Use campaign tracking to quantify your assumptions about how your key performance metrics are being met or not met. For instance, if you are trying to find out which social media network deserves more of your marketing dollars over the new quarter, then you should probably determine the network that drives the most traffic to your landing page. The secret is to focus your efforts on the data that is most relevant to the goal that you are trying to achieve.

Use tracking for bragging rights. If your marketing guys get into a friendly competition about who gives the best predictive analysis reports, bet on the next data tracking campaign – loser has to set up every report in Excel for the next month!


Why Use Campaign Tracking?

Not only does campaign tracking give you a benchmark for future predictions that are based in data, but you also give yourself a more effective platform on which to move in your current business efforts. When you are trying to sell a business, your tracking will come into question. Investors are just as interested in how you gather your data as they are in the data itself. Each channel that you are comparing can have its ROI tracked, so you can compare apples to apples for whatever metric you are trying to find.

Tracking solves arguments. Forget about office politics – take it to the spreadsheets. Data will shorten the time that your people spend talking about empty strategy and move people towards a singular goal, one that is agreed upon by the dispassionate computer. Save the emotions for the happy hour bar!


When Should You Use Campaign Tracking?

In short, use tracking whenever you can. It always costs a company less to analyse data than it does to play trial and error with marketing and development strategies. “A stitch in time saves nine,” as Aesop might say, meaning that “an ounce of preparation is worth a pound of cure.” Yes, it is bad form to define one pithy, taboo quote with another pithy, taboo quote, but you get the point.

Peazie is fast becoming an industry choice for promotional campaigns because of its ability to quantify analysis through quality campaign tracking. We organise campaign tracking for each promotion and competition we create. We manage the campaigns from end-to-end and advise how to optimise your traffic during the campaign to ensure the best quality leads, and highest amount of leads.    


perfecting your promotion

6 KEY takeaways from ‘Perfecting your Promotion’

A couple of weeks ago Peazie had the pleasure of presenting at the ‘Perfecting your Promotion’ event held by our friends at Plexus. It was a great turnout with many insights into how to leverage data to improve your promotions. For everyone who couldn’t make it here are the top 6 key takeaways from Peazie’s presentation:


1. Lead with the benefit

“Win XYZ” (what you win) should be your headline act, not “Buy XYZ” (the behavior you want to change).

Peazie has run thousands of campaigns, so we know what works and what doesn’t when it comes to writing headlines for a promotion. Clearly stating what a person will be gaining from entering the competition always works a lot better than using a headline that states why you want them to enter your competition. Remember everyone’s favourite radio station: WiiFM (What’s In It For Me)


2. Simple entry mechanics

Remove as many barriers to entry as possible. Do NOT run games of skill. You can ask for more effort or data from a consumer, but make it simple and fun otherwise your audience will ‘bounce’.

This is very simple to understand, the more barriers and friction there is to someone entering your competition, the less likely they will enter it. Our job as marketers is to design a promotion that removes as many barriers as possible.


3. Perceived attainability outweighs total prize pool

Counter intuitively, 10 x $10 performs better than 1 x $1,000… And instant win out-performs grand prize draws every day of the week – because we humans are impatient.

Having a large grand prize drives a lot of attention for a promotion, however we have examined the data from running thousands of campaigns and it consistently shows offering multiple smaller prizes actually gets more conversions. Reason being when people think the odds of winning is in their favour they are a lot more likely to enter a competition


4. Decide what’s more important – quantity or quality

Whilst cash drives the highest quantity customer acquisition, an incentive that is only of value to a good customer will drive better quality customer acquisition. If possible, measure the quality of your acquisition in real-time and optimise against it.

We have tried many different prizes over the years, we know cash works well with a mass audience. The freedom of choice that cash brings leads to a higher conversion rate. However when working with a niche target market, choosing the right prize, that is highly valued by the entrant will give them the incentive needed to supply their personal information to enter the competition.


5. Measure everything and optimise

3 banner ads targeted at 3 different audiences driving people to 3 pages = 27 campaign variants. Without exception, One of those variants will work MUCH better than another. Tech has made this level of real-time optimisation easy.

One of the biggest advantages of being a marketer in the digital age is that there are multitude options for advertising platforms. Platforms such as Facebook and Google Display Network allow great targeting, great reach, and multi-variant testing options. Ads should be tested, measured, and then optimised for ultimate performance to drive the best quality of traffic to ensure a highly successful campaign.     


6. Repeat your successes

Again, modern tech has enabled us to step-and-repeat great promotions. As marketers, we also know that frequency drives recall and saves us cash – so if you can avoid building a new promotion, step and repeat an existing success.

The reason Peazie can give any business a competitive advantage is that we have collected data on every single campaign we have conducted. We know what works, and what doesn’t, and you can be rest assured any campaign we create for you will apply the latest in data-driven promotion design.


Network servers racks with skyline

4 Classic Ways to Use Customer Data

Here at Peazie, we’re a big bunch of data nerds – we LOVE it. We use insights from the data we have collected from running thousands of campaigns to continuously create high converting promotions for our clients. We also strategise what type of data our clients should be collecting from their promotional landing pages in order to achieve the best result.

You may already have some great data that you are not taking advantage of. All of those names and addresses that you have sitting in your database are actually a treasure trove of information that you should be using to expand. Here are the top four ways that the random customer data that you accumulate without even trying can help you.



The data that you collect can help you to create a more personalised experience for your customers. Your customers will spend around 13% more money with you if they feel closer to you, a study by Infosys shows.

Creating a buyer profile from customer data allows you to create personalised recommendations for your best customers and provide geo-targeted promotions on the mobile platform.


Offer Customisation

If you already know who is buying from you, then you can customise your loss leaders specifically to their needs, following closely in the footsteps of top enterprise companies who are already doing this such as HP. Your most loyal customers are the ones who deserve the most customised offers anyway, and their data is the key to creating that offer for them.

If you have real time data, you are in a privileged position. You will be able to watch your targeted promotions move directly to the channels that work best for that audience. Watch your engagement and conversion rate soar as you directly answer the call of your most loyal clients.



In today’s highly competitive and instantaneous market, each iteration of your products must outperform the last. Your customer data can speed up the feedback that you get on your current product line, allowing your R&D to move more quickly in the direction that your customers demand.

If you apply the proper analytics to your customer data, you will be able to specifically identify the products that your clients will pay for, as well as the price point that will maximize the effort for you. You can direct R&D in a way that focuses on improving the most salient aspects of your products.



Your best prospects are always moving between channels, and your customer data is the best way to follow them. You will be able to more closely monitor the journey of a prospect that becomes a customer, focusing more of your efforts on the campaigns that were most effective for you.

Customer data also allows you to find the behaviour patterns of your highest value clients. With this information, you can take full advantage of Pareto’s 80/20 rule (you get 80% of your profits from 20% of your customers), reducing your marketing costs while improving your ROI.

This list is only the beginning, make sure to contact Peazie to learn how to create a promotion that captures the right type of data, from qualified leads, to help you achieve your business objectives.

Horn speaker for public relations sign symbol, vintage color - sun with blue sky

How to Promote your next Competition

Social media gives marketers more leverage than ever when promoting a competition. Organisations now have the ability to precisely target their audiences and present them with quite a compelling case for attendance complete with audiovisual advertising options and real time, two way communications. Here are some of the best modern platforms for promoting a competition.


Advertising on Facebook

As the number one social media network online with 1.5 billion profiles, Facebook is a must for any promoter. However, Facebook also allows promoters to drill down quite deeply into a niche audience using Facebook Groups and Pages. On Facebook, a promoter can set a budget and the target audience for a campaign with incredible detail, ensuring the highest ROI for the money spent.
Facebook also allows a promoter to build an audience organically based upon the success of an ad campaign. Not only can a promoter drive attendance for an individual event, but that promoter can also build a page of constituents that can be accessed directly, without any additional marketing spend.



Remarketing is a relatively new yet very popular technique that allows a promoter to “stalk” a potential customer online using the cover of anonymity. Remarketing actually ensures that your ads are placed on the other pages that a potential customer visits after leaving yours. This is a great way to follow up on people who bounce away from your website without purchasing a ticket to the event.
Remarketing is shown to save up to 90% when compared to other marketing techniques. Potential customers with initial interest but who do not convert simply need more time in some cases, and remarketing allows you to stay on their minds while they gather their funds, set their schedules, etc. Best of all, the ads are completely innocuous – they show up in the same places that ads normally show up on the pages that your potential customers visit. You also are relieved of the responsibility of following these people around the Internet – the algorithm does it all for you.


Email Techniques

As taboo as email may seem, it is still one of the most reliable forms of promotion available today. The response rate for email campaigns across the board is incredibly consistent. You can perform very precise calculations based upon your outreach, and you may even be able to predict turnout to a degree for potential investors to your company or sponsors to the individual event.
Emails are also more robust than ever. It is quite an easy thing to put in audio clips or video snippets alongside engaging text to draw attention to an event. You also have the ability to automate email campaigns more than perhaps any other type of campaign, meaning that you can set follow up emails to send themselves at a later date without using any additional manpower.


Social Influencers

Social media has bred many popular characters who cultivate their own audiences. In many cases, engaging the “social influencer” gives a promoter access to an entire audience. The social influencer is known for his or her discernment, and a word from that person usually carries more weight than a traditional ad. Some forward thinking companies are even inviting social influencers to host or MC competitive events, bringing attention to the event through the performance of the host.

Source of Strength.

4 Ways to Supercharge your Startup Marketing

For startups, finding budget friendly ways to supercharge your marketing strategy is crucial. Very few startups have the luxury of a big budget, and navigating the minefield of marketing buzzwords can lead to a whole lot of wastage, and very little ROI.

To point you in the right direction, here are 4 ideas to help supercharge your startup marketing.


1. Create regular, useful content to help, not sell.

Content marketing is one of the most consistently misunderstood elements of a marketing strategy. Traditional sales techniques and ideologies suggest any “content” should show off the best features of the company, the product, and the brand. But in this day and age, that’s simply not effective anymore. In a world where a quick Google can give you pages and pages of data on an individual, it’s more important than ever to cut through the sales talk and aim to help prospects and readers.

To find effective and impactful content, you need not hire a copywriter or professional writer. Instead, use the knowledge and expertise of your existing team to develop content that matters to your customers, and can position your team members as experts within the industry.


2. Use video to engage customers and leads

Video is one of the most versatile ways to engage with your customers and leads. The great news is, video has never been more accessible than it is right now. Whether it’s posting regular vlogs on YouTube, Stories on Snapchat and Instagram, or live streaming a Q&A, exploring video platforms is a great way to both engage your existing community and provide value to others.


3. Use competitions to drive awareness and build your database

When it comes to generating leads, and increasing brand awareness, few ways are as effective as giveaways, promotions, and competitions. Historically, if you wanted to build a database it would have cost you the earth, and taken a whole lot of manpower. The good news for startup marketers is those days are behind us, and with promotions and competitions, it’s now easier than ever to collect data and drive leads in your marketing funnel.

For us here at Peazie using competitions and promotions are some of our favourite techniques. We have used our platform to power thousands of successful promotional campaigns, helping companies across Australia to reach their database growth, lead generation and sales goals.


4. Be part of the conversation

One of the most effective and valuable marketing strategies to drive both brand awareness and trust is to engage in real conversations with prospects, leads, and customers.

Whether it’s commenting on customer’s blog posts or engaging in a discussion around one of your expert topics, your goal should be to have valuable conversations with the individuals who ultimately make up your community. There is no hard and fast rule here, and no secret to success. Simply be authentic, be yourself and genuinely want to have a two-sided conversation.

Group of people at a business meeting

Inbound vs. Outbound Marketing: Pro’s and Con’s

The debate of Inbound vs. Outbound marketing has become increasingly one-sided over the past few years. Many marketers across the globe have all but jumped ship on the traditions of Outbound marketing, instead placing the Inbound method at the core of their strategies.

Is it smart to ditch Outbound marketing? Should marketers be focusing solely on bettering their Inbound successes, instead of sticking with the dwindling ROI Outbound is reportedly providing?

The answer is quite a complex one. Although experts and gurus are readily pushing Inbound like glowsticks at a 90s rave, the truth is it varies from business to business, and from strategy to strategy, while the line between both methodologies is not as polar as one might expect.

To help you decide if Inbound or Outbound are right for your campaigns, here’s a quick rundown of a few pros and cons.


What is Outbound marketing?

Outbound marketing is any type of marketing that reaches out to prospects and leads, more often than not with the specific intention of closing a sale. Traditionally, these have included things like TV, Radio, direct mail, and event marketing, as well as telesales, door-to-door canvassing, and general cold calling. In the digital sense, this also covers things like PPC, email blasts, and banner ads.


  • Deliver a single message en masse: Whether it’s a commercial, banner ad, or email blast, being able to get a single, concise message to a specific audience is a huge benefit.
  • Quick results – easier to optimize: In the digital sense, it can be quite easy to know when outbound marketing is working, and therefore easier to see where improvements can be made.
  • Potentially generate a huge amount of brand awareness: One of the biggest plus points to Outbound marketing is it gets your brand in front of eyes. After all, one of the main goals of outbound is to get more eyes on your brand.


  • Often feels less authentic: The main gripe that marketers have with outbound, is the sense that it is not as authentic, and thus less appealing than inbound.
  • Expensive to succeed: Mass audiences and fast results don’t come cheap. Without plowing a decent budget into your outbound efforts, chances are your single message will reach fewer eyes and ears than you need it to.
  • One and done: Reliance on outbound methods can mean that once this advertising stops, so does the attention and sales it generates. In many ways, adopting a completely outbound approach can make it harder to focus on anything else without taking an initial hit on your conversion rate.


What is Inbound marketing?

Inbound marketing is the golden child of the marketing elite. Essentially, it is any type of marketing that improves the likelihood of attracting prospects and leads to your brand, including things like blog posts, SEO, ebooks, and more creative content, and more recently app-based marketing.


  • Cheaper to succeed: Inbound marketing is not always cheap, but improving the chances of success can be more cost effective than with outbound. SEO, blog posts, and content marketing, for example, are all cost effective to produce and implement.
  • Ongoing success: Inbound isn’t “one and done”. Over time, the more effort and focus you place on creating content, the more likely your brand will continually show up in search results as a source of reliable information.


  • Success is not simple and takes patience: Although success with inbound is cheaper than outbound, it can take a lot of time to see any substantial results. In many cases, this can lead marketers to abandon their inbound strategies before they have a chance.
  • Lots of noise: By far the biggest downfall of inbound marketing is its popularity. Most marketers are already making a huge impact with their inbound strategies, which in turn makes it harder for new brands to rise above the noise.
Pretty woman is working in a café

Understanding On Page Optimisation

In the world of Search Engine Optimisation (SEO), the dream is to have your website appear on page one of Google’s search results for search words or phrases relating to your business. There are a few things you can do to your whole site which will help Google understand that your site is top-notch. User experience plays a big role, however, if you want to draw users straight to a particular page (such as a product listing or article), you’ll need to know how to optimise that page. 

Here are a few ways to do just that:


There are a LOT of websites out there and even the all-powerful Google doesn’t have time to read every word of every single one. So, you’ve got to give it some pointers so it can get the gist and move on. Headings (and heading tags) allow Google to skim read your pages and establish what they’re all about. 

See here for some more SEO tips on headers!

Long tail search phrases

What is a long tail search phrase? Well, Google is increasingly becoming a question and answer engine. That’s to say, people are searching less for “CrossFit” and more for “Will CrossFit help me lose weight?”

When writing headings or headlines, think about potential questions people might type into Google in relation to your product or service. 

The great thing about long tail searches is that they tend to be less competitive. Sticking with the CrossFit example, if you search the word “CrossFit” in Google, you’ll get 72,700,000 results, but if you search “CrossFit routine workouts”, you’ll get 749,000 results. This would translate into a better chance for your website to come up higher in the search results if you have used that longer tail as one of your headings.

Links (internal and external)

Links are another way to help “signpost” Google to the relevant parts of your website and to let it know you’re a credible source of information. There are three ways you can use links to optimise your pages:

  1. Link from one page to another page on your site (internal links) – This lets Google know that there’s more content on your site relating to the topic on the page it’s currently reading.
  2. Link from your page(s) to other sites with relevant information (outbound links) – This tells Google you’re getting your information from other credible sources and that you’re “sharing the wealth” when it comes to information online.
  3. Getting other websites to link to yours (inbound links) – this is the big one. If you can get other high quality, relevant websites to link to yours, this shows Google that you’re website is awesome by association.

Image markup

Image markup is important because it’s another opportunity to grab Google’s attention by putting a search word or phrase in a specialised bit of code. However, it’s also important to consider users who may be blind or partially sighted and use screen readers to view web pages. 

In this case, a screen reader will often read the “alt text” in the code behind an image which will tell the user what the picture illustrates. This not only benefits the user, but Google looks favourably on sites which have taken this sort of thing into consideration.

Have you got a page you really think people should see? Have a go at implementing some of the techniques in this post and see if your search traffic increases.

Beadred guy working in his office

Tips to Reduce ‘Form Friction’

If you want more conversions, ask fewer questions. It’s one of those no brainer best practices we’ve had drummed into us since taking that first job as the intern. It’s basically a fact, often recounted among marketing and lead gen professionals as the quickest way to boost conversions.

“Having fewer form fields leads to increased conversion rates”, we’d say. “The problem is we’re causing too much friction by asking too much of prospects”. It’s a logical idea, to say the least. But is it true? Well, not exactly!

Though this idea that “less is best” has made it’s way to the core of modern marketing, research has indicated it’s not how much you ask, it’s what you ask that’s important. But don’t worry, I won’t dispel the myth and leave you hanging.

Here are 4 top tips for reducing form friction:

Ask the right questions in the right order

A split test carried out by Truckers Report saw the website hosting 2 landing pages, identical but for the number of form fields. Form A asked only for an email address while form B requested preferred job information, locations, driving experience, and then, finally an email field.

The result was that while form B contained 3 additional fields, it converted 31% better than form A.

What’s important here isn’t just the number of fields, but the progression from a fairly ambiguous, impersonal field, to one that is 100% personal, and thus likely to cause more friction.

This type of staging and timing plays on the commitment and consistency phenomenon discussed by Robert Cialdini in his book, Influence: The Psychology of Persuasion. It is the idea that “Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

Offer a worthwhile incentive

We’ve often spoken about the impact incentives have on conversion rates, and they can also play a huge part in reducing form friction. When it comes to your form, your incentive must outweigh the data you’re requesting. For example, if you’re incentive is a white paper or discount code, chances are I’m not going to feel comfortable handing over my social security number.

Research, optimise, test, repeat

Many of us can throw together a lead generation form in hours, if not minutes. Often turning to our extensive experience and vast knowledge of our respective industries.

The truth is, while this knowledge and experience might help inform our choices, it does little to help us understand what the right questions actually are, and even less to understand the “right order” to ask them. This, in turn, results in unnecessary form friction.

To figure out the right questions, turn to the data. Look at what your visitors are engaging with, and where they’re dropping out, and use A/B testing to optimize and understand the best order.

Use the right words

One of the most crucial elements of your form, that is so often overlooked, is the copy asking the actual question.

Most of us wouldn’t give a second thought to spending hours writing page upon page of crafted sales copy, to try and entice visitors to the conversion stage. Yet once they are primed and ready, we leave them to flounder, potentially confused by questions that have been hastily written.

Click here for some examples.

Take time to think about your form from your visitors perspective. Are the fields optional? Can they select more than one checkbox? Is there a character limit on text inputs? Clarity is crucial to creating a friction free form.

Start-up agency. Multi ethnic team of designers - caucasian and afro american - meeting in an office, sitting at the table, brainstorming, using a digital tablet together.

What Impact Do Influencers Really Have?

If you’ve paid attention to the marketing world over the past few years, you’ll probably have heard all the talk about the rise of influencer marketing. Social media Influencer marketing is huge, and according to a variety of sources, around 60%-70% of marketers have even suggested they’ll be boosting their influencer marketing budgets in 2016.

So with all this excitement and energy around it, how can we know what impact influencers actually have on our campaigns?

Here are some helpful tips for getting involved in the influencer marketing game:

Track, track, and track some more

If you want to measure the impact an influencer has had on your campaign, the first step is to be tracking everything. Looking at the before, during, and after data might seem like a fundamental step, and it is. Which is why it’s surprising when marketers overlook it.

Know your purpose from the start

Knowing what you want to achieve with both your overall marketing strategy and your influencer marketing campaign, is the only way to put a measure of success in place. Do you want to increase brand awareness? Do you want more leads? Or do you simply want to grow your audience?

Disregard the vanity, unless it’s relevant

The bigger social media has become, the more consumer-focused vanity metrics have seeped into the marketing world. Likes, shares, followers, and favorites are often misused as measures of success on marketing campaigns. Although these metrics can sometimes indicate audience affinity, they are easily gamed, and should only be used if they are absolutely relevant to your objectives.

Check your influencer’s data

Social media influencers are usually not exclusive to your brand. Chances are they are working with several top brands, a couple of smaller names, and then there’s your brand. To see how well your influencer is doing with your brand, check out what they are doing with others.

Bonus! Here are a couple of top influencers marketing campaigns to inspire yours:

Shonduras – Taco Bell

Brands using Snapchat is a growing marketing trend that is erupting in 2016. Taco Bell saw the value in the platform long before most other brands. They soon enlisted the help of the rising Snapchat influencer Shonduras, inviting him to their HQ to create a brand new burrito, for one of his many creative Snapchat stories.

See an example HERE!

Casey Neistat – Nike: Make it count

When Nike asked YouTube sensation Casey Neistat to help them with their Make It Count campaign, the filmmaker did just that. The resulting video depicted Neistat with his friend Max, using Nike’s budget to travel the world. The video has been viewed over 19 million times since 2012.

See a video for the Make It Count campaign HERE !

Thanks for reading and good luck!