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The 6 Step Guide to Devising Your Promotion: PART 2

Welcome to our Part 2 of our ‘6 Step Guide to Devising Your Promotion’. In our previous article, we discussed the first three steps that included (1) campaign objectives, (2) campaign dates, and (3) incentives, now let’s get right into by discussing the next three steps. By the end of this article you will be well on your way to devising your own perfect promotion.

 

Step 4. Mechanics

The mechanic is the method that you will use to allow consumers to enter your promotion. There are dozens, if not hundreds of mechanics you could use. Some classic promotion mechanics that you may have seen both from online promotions as well as in-store include ‘Enter to Wins’ or ‘Instant Wins’.

 

When choosing what mechanic to select for your promotion make sure to choose one that aligns with the marketing objective you are trying to achieve, for example:

  • Database Growth Mechanics: The objective here is to get the user’s details such as name and email into your database. There is a broad range of mechanics that could work with this objective as most promotions require the consumer to enter their details, just make sure the incentive is motivating enough.
  • Brand Engagement Mechanics: One of the most popular ways to create brand engagement is on social media. Therefore mechanics such as a ‘#hashtag upload’ or an ‘image upload’ promotion are perfect for this. Peazie’s ‘canvas tool mechanics’ that allow for interactive promotions are great for this as well.
  • Sales Mechanics: When trying to push someone in-store a good type of mechanic to use is some type of ‘digital coupon’ mechanic. It should offer some type of free trial or discount and should be able to be tracked so you can assign attribution.

 

Step 5. Campaign Design and Creative

Once you have planned all the objectives and elements of your promotion it is now time to design it. When designing your promotion it’s imperative that you use a good graphic designer. Having great visual elements that are on par with your brand makes all the difference when grabbing the attention of the consumer.

          

While the campaign visuals are extremely important the magic is in the copy. Make sure your promotion clearly communicates the following to the consumer:

  • WIIFI – What’s In It For Me? (The Incentive)
  • Who is the brand giving this prize away (Your Company)
  • How to enter the promotion (The Mechanic)

The more clearly you communicate the above 3 points the higher your conversions will be.

 

Step 6. Promotion Traffic

Everybody has heard the saying ‘build it and they will come’. Well, that’s not true in the online world. Once you build your promotion, you must send traffic to it or else no one will know about it. There are many different options to chose from when deciding the best way to send traffic to your promotion, here are some of the most effective ways:                         

  • Social: Do you have a large social following on Facebook? How about Instagram? Spread the word through your social channels.
  • Paid Social: Social is great, but engagement can sometimes be low. However using paid social options, especially Facebook Advertising provides plenty of opportunities to advertise to a highly targeted audience.
  • EDM: Do you have an existing database or email list? Then emailing your existing contacts about your promotion is a great way to target interested consumers.
  • Influencer Marketing: The appears to be the new buzz word at the moment, however, it can produce great results (especially if you’re targeting a younger demographic). Getting an ‘influencer’ to spread the word with their followers to enter your promotion can result in huge traffic to your campaign (Keep in mind usually you might need to find a way to incentivise an influencer to do this for you).
  • Partnerships: This is one of our favourites here at Peazie. Find a partner company that has a similar demographic and do a joint promotion together. This enables you to share the costs and leverage each other’s audience.
  • Traditional: Depending on the budget you have you could benefit from using traditional forms of advertising such as radio and billboards. This works best if your promotion has mass appeal.

 

Final Notes

Well there you have it, the 6 steps to devise a successful promotion campaign. Implement these right and you will be well on your way to achieving your marketing objectives.

 

Of course there is a lot more that goes in devising a promotion, such as the legal and permits side. Also knowing how to select the right mechanic and incentive is a science in itself. That’s the whole reason why Peazie created a custom platform to run its promotions through. Apart from being able to dramatically increase the time it takes to implement a campaign, we now have a database of thousands of campaigns where every element of the promotion has been tracked. We built a tool to query the campaign data to inform us of what types of mechanics, incentives and other elements to use to design the perfect promotion no matter what the marketing objective and situation may be.

 

We hope you found the tips in this blog to be helpful. If you need help to create you own highly successful promotion make sure to get in touch.

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The 6 Step Guide to Devising Your Promotion: PART 1

If you have read any of Peazie’s latest blogs you would definitely be starting to understand the huge benefits of running promotion campaigns, and how they can be one of the most effective ways for any organisation to achieve their high-level marketing objectives. For all the converts out there who do understand the power of promotions but are just a little lost in how to get started this blog is dedicated to you. We present the 6 step guide to devising a successful promotion (Part 1).

 

Step 1. Campaign Objectives

A promotion, like any good marketing campaign, starts with understanding your objectives. What is your business trying to achieve from doing a promotion? Here are some typical marketing objectives to help you decide:

  • Database Acquisition: Building your ‘owned’ audience is one of the smartest and high leverage activities a company can do. It gives you access to a list of subscribers who you know are interested in your business as they voluntarily opted into receiving messages from you.
  • Brand Engagement: In today’s media landscape getting consumers to engage with your brand is harder than ever. If your brand engagement is at an all-time low the right promotion could re-ignite that emotional attachment you want your customers to have with your brand.
  • Online and Offline Sales: Sales is usually one of the most important objectives for any organisation because at the end of the day this is what drives profits. Promotions can be effective for both online and offline sales.

 

Step 2. Campaign Dates

Choosing a date for your promotion may seem obvious, however carefully planning when all the major milestones will be for each stage of the promotion is extremely important to setting clear timelines for you (and your team), as well as making sure the promotion runs smoothly.

 

Important dates to set in advance to create your timeline include:

  • Start Date
  • End Date
  • Prize Draw Dates

 

Depending on what your marketing objective is your promotion may need to coincide with a certain holiday period, special event, or maybe a product launch, therefore make sure to take this into consideration when planning your promotion timeline dates.

 

Step 3. Incentives (Prizes)

Without the right incentive consumers will not be motivated enough to enter your promotion. Remember it’s a value exchange between what you want (eg. an email address for your database) and what the consumer wants (e.g. a prize). Here are some considerations to keeping in mind when deciding your promotion incentives:

  • What is your major prize going to be? Every promotion needs a prize that is highly relevant and compelling to your target audience. The prize should also align to your overall brand offering. For example, if your audience is ‘youth-oriented music fans’ the perfect prize could be ‘2 tickets to an exclusive music festival’.
  • What are your minor prizes? Minor prizes aren’t something that everyone decides to add to their promotion, but most times it’s something they should be doing. Everyone loves a great major prize, but what else everyone loves is the feeling they have a high chance to win something. How do you achieve this? Supplement your major prize with multiple minor prizes, giving users a higher chance to win. Perfect prizes could include giveaways of your product or service.
  • Prize Distribution? This one goes back to campaign planning. Make sure you decide in advance how you are going to distribute your prizes (eg. Post, Email). Organising distribution in advance ensures happy consumers as everyone gets their prizes in a timely manner.

 

Well there you have it, Part 1 of our ‘6 Step Guide to Devising Your Promotion’. We look forward to seeing you next time next time where we will go through the final three steps.

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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.

 

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  • 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.

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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!

 

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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.    

 

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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.

 

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What’s A Good ROI?

Whenever we are asked to illustrate the success of marketing campaigns, we are often met with the fear inducing acronym, ROI.

 

Return-on-investment (ROI) is commonly used in business terms to prove the success of financial investments. Simply, how much ‘return’ a single investment makes.

 

When it comes to marketing, it can get a little more complicated. In our world of relationships, community building, brand trust and lead generation, the term ROI has come to mean so much more.

 

In the traditional sense, ROI is focused on financial gain. In marketing, it gets quite murky. What is the gain/cost of developing a brand ambassador? Is your social community providing provable financial gain? Did your Twitter conversation lead to a sale, or was it the email?

 

The truth is that trying to measure the financial ROI on individual elements of your marketing campaigns is kind of ineffective. But don’t abandon all hope of using metrics and KPIs to measure the success of your marketing campaign. You simply need to understand that revenue and gross profit is not necessarily the right metric to be tracking.

 

Of course metrics and KPIs are more crucial than ever. But instead of revenue and profit, marketers should turn to goal based KPIs. Metrics that illustrate the success of campaigns in relation to the overall business goals.

 

For example, If your business goal is to grow your customer base, chances are your marketing goal is lead generation. As such, look at the number of leads your marketing campaign generated as your ROI, don’t look at the number of sales.

 

That being the case, there are no pre-existing average benchmarks, other than those relevant to the history of your business. If you have previously converted 100 cold leads to warm leads at a cost of $500, use that as a benchmark. Or perhaps your goal is brand awareness. Use the current reach and visitor stats as benchmarks alongside the cost of pay-per-click campaigns. Aim to optimize your campaign and increase on your chosen metric, at the same cost or less. It’s that simple!

 

Some businesses focus on growth, others on community, and some simply want to exist. Whatever the case, your campaigns should be judged on how they help the business meet their goals.
The truth is every business has unique goals and targets, and should have unique metrics relating to their business goals, to measure ROI.