All posts in “Lead Generation”

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The Marketing Case for why Businesses should be doing Promotions

In our previous article, we discussed the different elements that influence a consumer to enter a promotion. These are the mechanic, the incentive, and the creative concept. In this article we will discuss how crafting a promotion campaign (with attention paid to these specific elements) can be the single most important activity a business can do to achieve their marketing objectives.

 

Let’s take a look at some of the hard hitting marketing objectives that businesses need to achieve in order to continually to grow and thrive:

 

Each of these goals requires an action on behalf of the user. To get them to perform these actions requires them to be motivated, and/or receive some type of reward or value for doing so.

 

Creating a promotional landing page that incorporates the following elements makes it possible to get consumers to perform any action you want them to:

  • Mechanics match the campaign goals and are easy to use,
  • Incentives that are relevant, provide value, and are attainable, and
  • Creative Concepts that resonate and inspire action.

 

Why Promotions are needed in today’s Marketing Environment

Any marketer understands the difficulties of standing out from all the ‘noise’ in consumer advertising today, and how imperative it is to break through. There are many different types of marketing activities that can be used, and they each come with their own set of challenges:

 

  • Social Media is effectively free, however engagement is at an all-time low, as there are simply too many brands vying for attention, and only so much content a user can consume.
  • Digital Advertising (PPC) can be an effective way to guarantee your message gets in front of consumers. However it can be extremely expensive and difficult to convert.
  • Outdoor Advertising has always been a cornerstone of marketing, however measuring it’s effective and the results it drives has always been difficult to track.  

 

How Promotions can achieve Marketing Objectives

The solution to achieving your businesses marketing objectives is to use promotion and competition landing pages that are creative and data-driven, and use conversion-design driven principles.

 

The other marketing tactics that we discussed previously (ie. social, PPC, outdoor etc.) are not replaced by promotions but are used in a more effective way. These channels are used to send traffic to what works, and that is a page that is designed to convert the user and achieve the marketing objectives of the organisation.

 

‘Pandora in the Grass’ Promotion Campaign

To better understand how elements of a promotion can be crafted to achieve any marketing objective, it might be easier to look at an example of Peazie’s ‘Pandora in the Grass’ promotion campaign.

 

pandora_showcase_cropped

  • Objective: The internet radio service Pandora needed to grow its database (Note: Ad revenue is dependent on the size of an audience) and increase brand awareness to its younger demographic.
  • Incentive: 2 X tickets were on offer to the sold out ‘Splendour in the Grass’ music festival – A prize that was highly coveted by the younger demographic that Pandora was targeting.
  • Mechanic: The ‘Buddy Builder’ mechanic was used, a custom mechanic created by Peazie that requires a users to nominate a friend, and then for that friend to validate that entry for the pair to be entered (Note: This is a very powerful mechanic as it has the potential to double the amount of entries).
  • Creative Concept: The creative incorporated the fun and eclectic design elements of the ‘Splendour in the Grass’ brand with copywriting to match.
  • Why it Worked: This campaign lead to an on-page conversion rate of 66%. Usually a simple mechanic that requires less effort on behalf of the user works best, however understanding your target market, and incorporating the right incentives and creative leads to amplified results.

 

Of course there is more that goes into crafting a campaign (You can read more about our case studies here) however an understanding of the basics can make crafting a promotion more clear.  

 

How your Business can craft the perfect Promotion

How can a business like yours learn to create the perfect promotion? You start off researching your target market, understand what influences and motivate them. You can then craft different promotion concepts, testing out different mechanics, incentives and creatives (Making sure they always align to your overall marketing objectives). You can track and measure all the elements, see what contributes to the success of the promotion, see what doesn’t, and then use these learnings next time round.

 

However are looking for a better, quicker and more effective solution? Talk to Peazie, we have executed thousands of campaigns, and we have collected data on each and every one of them. We craft promotion campaigns based on the ‘science’ or data of what works. We have a huge database that we can query, it allows us to identify what are most effective elements to use for any nominated marketing objective. Make sure to get in touch, we would love to have a chat.

event marketing

How to use Event Marketing to Explode your Lead Generation results

Ask any marketer what the most important marketing objective they need to deliver for their organisation, and up on top of the majority of lists would be effective Lead Generation. There is a multitude of marketing tactics we can use for lead generation (at Peazie we should know, we created a platform to deliver the most innovative and effective conversion campaigns). However sometimes in marketing, especially for those us in the B2B space, you just can’t beat the personal effect you get from Event Marketing.     

 

What is Event Marketing?

Event Marketing is the process of developing an exhibit or display (eg. trade show), or presentation/speaking event, or a combination of both as a way for a business to promote their service, product or organisation. Event Marketing is super powerful as it allows a business to leverage in-person engagement.

 

How Does Event Marketing Work?

Events usually have participants, a host, and sponsors. As explained below each play an essential role in the execution of the event:

  • Participants or attendees are ideally the final consumers of the product or service that is being promoted through the event. Attendees to an event can be:
    • Individuals making a purchase for themselves (B2C), or
    • Representatives of a company making a purchase on behalf of the business (B2B).
  • Hosts can be defined as the owner of the organiser of the venue. You can host or attend an industry event with a third party host.
  • Sponsors can vary depending on the type of business event you are attending:
    • Trades Shows Sponsors are the companies that bring a product to sell and help to pay the expenses of the event.
    • Presentation/Speaking Event Sponsors pay to be featured in the promotional material, event banners and are usually mentioned by the organisers to the attendees sometime during the event.  

 

If you are hosting the event, you will likely be a sponsor, but you can also solicit other sponsors and limit attendance only to companies who choose to help with your budget. We actually did this ourselves last year when we sponsored and presented at ‘Perfecting your Promotion’, a fantastic event held by our friends at Plexus.

 

Why is Event Marketing Such a Powerful Tactic for B2B Lead Generation?

Event Marketing is the is the bread and butter of the startup or growing B2B-based company. The more that you get in the field, the better your sales will be. Most B2B reps like to create a personal connection to ensure the longevity of a relationship before committing.

 

Each type of event has different strengths as to why they are so powerful for lead generation:

 

Trades Shows:

  • At Trades Shows businesses send representatives to events for the express purpose of meeting good partners – there is usually no such thing as a window shopper at events that cost money to attend.
  • You also have a chance to really spread your message far and wide. Big banners, loud displays and expansive promo efforts work well at trade shows.

 

Presentation/Speaking Events:

  • At Presentation/Speaking Events if you happen to be one of the presenters you have the amazing opportunity to have the whole room of people attention focused on you. (Make sure to provide lots of value with your time on stage, and NOT be too salesy)
  • If you are not a presenter there are still plenty of lead generation opportunities open to you at these types of events. You can sponsor the event which is a great way to get your brand’s name out.
  • Make sure to take advantage of the networking opportunities. Networking is key, make sure to talk to the person sitting next to you, talk to people between breaks, and also make sure to mingle at the after event drinks.

 

At these events make sure you have a plan of how you are going to collect your leads contact information. Are you going to give away a free trial or sample of your product or service? Maybe you can give away a small gift, or give people the opportunity to win a major prize. Remember in order to receive a leads contact details like a name, phone or email you need to offer value in return.    

 

What Goals Should Your Event Marketing Strategy Have?

You are likely spending money when you engage in event marketing. Your number one priority should be extracting a return from the experience. Set a budget and an expected return, and stick to your plan so that you will have the best chance of meeting your ROI.

 

ROI does not have to be revenue generation; as a matter of fact, redefining ROI as a certain level of lead generation is usually a better strategy. Bigger sales usually have a longer sales funnel.

 

In summary, event marketing is great for lead generation as it allows you to gain clients more quickly, and you create a more personalised relationship. Not only that, but you end up spending less money generating leads because you can focus on business reps who are showing real interest instead of waiting on clickthroughs. Nurtured right these leads can turn into long-lasting relationships.