All posts in “Promotion”

promotion-incentives

How to Choose Incentives to Dramatically Boost your Promotion Results

‘People respond to incentives’ – These four words have been spoken by every major economist that has ever lived. The concept of using incentives to motivate a certain action or behaviour has been around since time began. It has been a major cornerstone of many fields of study, as well as one of the most important elements that we use when devising a successful promotion. In this blog we explore how to choose incentives to dramatically boost your promotion results.

 

What is a Promotion Incentive?

An incentive is essentially the ‘prize’ the user has a chance of winning by entering your promotion (another way to think about incentives is the ‘carrot on the stick’ you use to get your audience to do whatever you want them to do). It’s important to remember every promotion is a value exchange between you and your audience:

  • Your business needs the user to perform some type of desired action in order for your promotion to achieve its objective.
  • On the flip side, the user will only perform the desired action because they believe there is enough value in doing so.

 

How to Choose a Promotion Incentive

Choosing the right incentive actually requires that you do the proper preparation for your promotion first. This includes understanding your objectives and target audience, as well how much of a ’barrier to entry’ there is to entering your promotion (discussed in our last blog about promotional mechanics). With that in mind we have included some concepts below to help make the process of choosing your promotion incentives a lot more clearer.

 

Freedom of Choice – The Allure of Cash

‘Cash is king’ and much more desired over types of class promotional prizes such as trips, cars and tickets to special events. What is the reason for this? Simple, cash gives freedom of choice which is a hugely influential factor.

 

Human beings are a broad bunch of people, and if the holiday or car offered in a promotion is not the ideal prize for a particular user the chances of them entering will diminish.

 

Does this mean you should only use cash for promotions? Well no, while this is an important concept to consider when your promotion is aimed at a broad audience it is not always the superior option.

 

Relevance is Key – Reflect your Brand and Target Market

Cash can be a very powerful incentive, especially when your promotion is aimed at the masses, however, the majority of brands do have a well-defined target market. Therefore the best prize is going to one that complements your brand and appeals to your target customer.

 

Remember the objective of your promotion to attract people who will be interested in your brand. If you appeal to the wrong target market you won’t attract the right kind of people. Therefore think like your target customer, understand their needs, wants and desires, and choose an incentive that they won’t be able to resist.

 

Once you can understand this concept you could use a range of different products or experiences as your promotion incentive to great effect. For example, if your brand is sporting related then tickets to a major sporting event or grand final would be highly motivating to any sporting fanatic. If your brand is fashion related then a new season wardrobe or tickets to fashion week would be an irresistible incentive to any fashionista.

 

Perceived Chance of Winning

Every promotion needs a major prize, it’s the lure we use to attract people to enter our promotion. However contrary to popular belief they are not the be all end all to what drives people to enter. Even if your major prize is great it still may not be motivating enough to get consumers to participate if they perceive their chances of winning are remote.

 

How to do you counteract this? Simple, offer multiple smaller prizes instead. Consumers are more likely to enter a promotion that has multiple smaller prizes on offer than one major prize simply because they believe they have a higher chance of winning.

 

One again these smaller prizes need to be on brand and suited to your target market. For example, if your target customer loves skincare products, a high chance of winning a small but desirable skin care relevant prize could win their affections over the slim chance to win a bigger generic prize.

 

Note: Instant Win mechanics are great for promotions when you have multiple smaller prizes on offer. They not only appeal to the consumers chance of winning but appeals to their desire for instant gratification.

 

Some Final Tips on Choosing Incentives

You may now be asking yourself what is the better incentive to use for my promotion? One (or a few) major prizes, or, multiple smaller prizes? Well, why not use both, using a major prize combined with multiple smaller is a great way to appeal to customers from multiple angles, and ensure a high opt-in rate for your next promotion.   

promotion mechanics - toy robots

How to Choose Promotion Mechanics that Drive Conversions

Over the last few weeks Peazie has been educating our audience on what are some of the most important elements used to devise a successful promotion, some of these elements have included mechanics, incentives and creative concepts. While you can argue that all the elements work hand in hand to create a successful promotion we believe there is still some value in examining them individually. So without further ado we present -How to Choose Promotion Mechanics that Drive Conversions.

 

What is a Promotion Mechanic?

Put simply the mechanic is the ‘tool’ or ‘method’ you require a person to use to be able to enter your promotion. For example, the ‘Image Upload Mechanic’ (suitable for a brand engagement campaign) requires your audience to upload a photo to your promotion page (or social channel) in order to be allowed to enter.

 

How to Choose a Promotion Mechanic

There are many different types of mechanics you could choose for your promotion. To understand which one to use it is important to understand the characteristics of each mechanic, what is the objective of your promotion, and what action you require from your audience. We have provided a graph below to help better visualise how to choose a promotion mechanic.
Promotion Mechanic Matrix

Objective

Taking a step back and looking at the big picture you need to ask yourself “What is the reason I am doing the promotion in the first place?” My guess is you are trying to achieve some type of marketing objective. Objectives correspond with each part of the marketing funnel from database growth, to engagement, to sales.

 

Action Required

To accomplish the marketing objective of your promotion will require your audience to complete some type of action. For example, if your objective is database growth then the action you require from your audience is to provide some type of personal details such as an email.

 

Barrier to Entry

This relates to how much effort is required on behalf of your audience to complete the action needed for the promotion. For example, if the only action you require from your audience is to provide an email then your promotion would have a low barrier to entry, which in turn would result in a higher volume of entries. If the action you require involves more effort such as your audience actually going into a store to purchase a product, then this type of promotion would have a higher barrier to entry.

 

Mechanic Type

The above factors will give you a good understanding of how to structure your promotion, this in turn will influence what type of mechanic you use. The type of mechanics can be broken into three broad classifications:

  • Chance Based Mechanics: These require the user to only enter their details for a chance to win the promotion, but requires no further effort than this. An example would be an Instant Win Mechanic where the users enter their details and they instantly find out if they have won a prize (Low Barrier = Higher Volume).
  • Skill Based Mechanics: These require some type of active engagement on behalf of the user to be able to win the promotion, however the effort is related to getting them to actively engage with your campaign. An example would be an Image Upload Mechanic where the user uploads a unique photo to be able to enter the promotion, and therefore the prize winner will be judged by skill, and not by chance (Medium Barrier = Medium Volume).
  • Behavioural Mechanics: These require the user to enter their details, redeem some type of coupon or voucher, then complete the action required of the promotion. An example would be a Digital Coupon where the user presents the coupon in-store to purchase a product, usually at a discount (High Barrier = Lower Volume).

 

Some Extra Tips on Choosing Promotion Mechanics

By now you should have a better understanding of what mechanics are, the different types, and how they can be used in your promotions depending on what your objective is. However please note this has just been an overview, there are many complexities to understanding how to choose mechanics, such as how to use different mechanics in the same promotion in order to drive maximum results.

 

We have discussed how a promotion with a low barrier to entry will receive more entries than a promotion with a high barrier (and vice versa). However, keep in mind that promotions with a higher barrier are trying to achieve a higher value objective (eg. sales).

 

Another thing to remember about when choosing mechanics is they are directly related to the incentive on offer. This is because your audience will enter your promotion based on their perceived value of it which is made up of both the:

  • Ease of entry (i.e. mechanic), and the…
  • Value of the prize (i.e. incentive).

Therefore a promotion with a high barrier can still be very successful when paired with a high-value incentive. In our next article will educate you on how to choose the right incentives in order to get the most from your promotion.

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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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What Influences Consumers to enter Promotions

In today’s business environment marketers are under more pressure than ever to achieve their organisation’s objectives. With so many channels and tactics to choose from, combined with the sheer amount of media in market, never has it been harder to find the most effective way to:

  • Break through the noise,
  • Reach Consumers, and most importantly…..
  • Drive behavioural change.

 

Here at Peazie we want to propose how using Promotions and Competitions (or specifically promotion and competition microsites) can be one of the most single effective ways you can achieve your marketing goals and objectives.

 

What Drives Consumers to Enter Promotions

To understand why promotions (and competitions) can be so effective you must first understand what drives consumers to enter promotions in the first place. A promotion is made up of certain elements, and when the right promotion, with the right elements, is targeted to the right audience great things can happen. Consumers are engaged, delighted, and more importantly become willing participants to take the action the business requires (whether this be providing their email address, or completing a sale).

 

Promotions done correctly create win-win scenarios for both the consumer and the business.

 

Elements of a Promotion

When we analyse a promotion from the consumer’s point of view there are three elements that will decide if they will engage with it, but more importantly, decide if they enter it. These elements are:

 

Elements of a Promotion

 

INCENTIVE

Prize: This is what the consumer has the potential to win for entering the promotion. The prize has to be highly relevant or compelling to the target audience, if not they will not see enough value in it to make it worth entering.

 

Chance of Winning: This is huge and often overlooked by marketers who run promotions and competitions. It’s not enough to have a great prize that is relevant, the consumer needs to believe they actually have a chance of winning. (eg. Having multiple smaller prizes can often be more effective than having one major prize).

 

MECHANIC

Entry Mechanics: The mechanic is the ‘tool’ that determines how the user enters the promotion. There are many different types of mechanics that can be used for a promotion. At Peazie we should know, we have used dozens of different mechanics when creating successful campaigns (We have even created a few innovative mechanics ourselves).

 

Mechanics can include:

  • Enter to Win: Simply enter your details to win a prize.
  • Instant Win: Instantly find out if you have won a prize or not.
  • Refer to Win: Refer a friend to both be entered into the promotion.
  • #Hashtag/Media Upload: Enter the promotion through a #hashtag or image upload.
  • Game of Skill: Enter through completing a game, quiz, essay etc.
  • Plus many, many more… just ask us

 

When choosing the mechanic you need to make sure you don’t make the consumer work to hard in regards to how they enter the promotion. If the effort is too high this will distract from the perceived value of entering (eg. Game of Skills require more effort, and without the right incentives and creative the promotion will struggle to be successful).

 

Using an entry mechanic that is suited to your target market is also hugely influential to the success of your promotion (for example you wouldn’t get seniors to enter a #Hashtag competition).

 

Don’t make it difficult: If you want to make someone to take the time out of their day to actually enter your promotion or competition remember KISS (Keep It Simple Stupid). The simpler it is for a consumer to enter a competition, the more likely they will do it. This goes for the method of entry, but also what details you require from the consumer.

 

Remember these simple conversions principles:

  • The less effort required from a user (eg. form fields to enter)……
  • The more likely they will enter your promotion.

 

There will be times due to your marketing objectives that you will require more effort on behalf of the consumer entering the promotion. This could include:

  • Giving their phone number (objective: lead generation)
  • Downloading Coupons (objective: to drive in-store sales)

 

If this is the case remember the perceived value they will receive from entering the promotion needs to match (or exceed) the effort you require of them.

 

CREATIVE CONCEPTS

Understanding the ‘science of acquisition’ as we preach here at Peazie, is knowing how and when to use certain mechanics and incentives to create promotions that are hugely successful. However when crafting the campaign we can’t forget creative. The proper creative ‘wrapped around’ the campaigns mechanics and incentives is a sure fire way to create a successful promotion.

 

The creative concept is the overarching ‘idea’ of the promotion that ultimately:

  • Captures the audience’s interest,
  • Influences their emotional response, and
  • Inspires them to take action.

 

Creative concepts are embodied in the promotions:

  • Copywriting, especially in the headlines and call-to-actions used, and the
  • Visual Elements, such as the imagery and design choices made.

  

Great creative concepts can make the connection between the brand, the promotion, and the target audience. They drive people’s attention, engage the consumer, and how you resonate with your target audience.

 

In this article we discussed the different elements that influence a consumer to enter promotion. In the our next article we will discuss how crafting a promotion campaign, with these specific elements in mind can be one of the most effective ways for your business to achieve its marketing objectives.

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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.

 

Personalisation

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.

 

R&D

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.

 

Marketing

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.

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The Top 3 Benefits of Event Marketing

In a nutshell, event marketing is when a brand hosts, sponsors, or takes part in some form of offline or online event, exhibition, or presentation. Here at Peazie we love event marketing, this year alone we have sponsored many events such as Mumbrella360, and the Rakuten Marketing Symposium just last week. These events have been a great opportunity to meet a lot of interesting people, amazing brands, and create relationships for years to come.  

 

Event marketing is so powerful because they offer brands the ability to meet often huge numbers of high-quality potential cliental with the hope of making a lasting impression, and building a strong foundation. Traditional advertising takes a more “spray and pray” approach, often sending a general message to millions of consumers via wider reaching methods such as billboards, magazines, and television commercials.
The benefits of event marketing, cover every aspect of the marketing process, from brand awareness through to sales, and even retention. So, no matter what your goals are with your marketing strategy, chances are event marketing can significantly increase your chances of hitting your targets. Here are some of the biggest benefits of event marketing.

 

1. Brand awareness

Hosting, sponsoring, or even simply taking part in an event places your brand in front of a primed, high-quality, often purchase-ready audience of consumers. Sponsors and hosts can obviously benefit from a hands-off approach as their brand identities are often plastered over the event paraphernalia, and sales representatives can also benefit from the increased exposure by taking the opportunity to network in a more natural, “in-person” environment.

 

2. High quality lead generation

All marketing roads lead to sales, even those with noble intentions. Of course, we all want to “provide value”, and “build trust in our communities”, and at the end of the day, the overall goal of marketing is to generate more high-quality leads, with significant potential to turn into sales. Without leads, there are no sales, and without sales, there is no business. The vast increase in brand awareness offers an equally vast increase in the number of potential leads. Unlike traditional advertising methods, the leads generated by events are, more often than not, significantly higher quality, consisting of like-minded people, or consumers who have actively sought out your brand.

 

3. Build long lasting relationships

By far the biggest benefit of event marketing is that it has the potential to introduce your brand to a vast audience of eager clientele. The audience in event situations has already chosen to engage with your brand, so rather than talking at them, like you would with traditional ads, events offer the opportunity to have valuable, in-person conversations.
Trust is the most important asset any brand can build with their potential, and existing customers. Above all else, if a client trusts your brand over another, there is a significant probability they will choose you. Event marketing offers the opportunity to build trust in your brand, and can result in significant, long-lasting relationships.

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Digital Marketing – Our Top Tips

The digital marketing landscape is constantly evolving. So much so, it often feels like as soon as you start making progress with one area, a new one shows up.

So if you’ve ever felt pressured and stressed by the sheer speed that Digital Marketing changes, don’t worry, you’re not alone. In fact according to AdWeek, 80% of us feel like we’re “Overloaded and Understaffed” – though that same number also love their work! We’re a strange breed after all!

Although the landscape is unstable, focusing on a few key areas can help you find your way through, and make the digital marketing world a lot easier to deal with. Here are our top 4 top tips to guide you through the digital marketing landscape.

 

1. Be authentic

 

We seem to spend a lot of time talking about the importance of authenticity when it comes to branding and marketing, though many brands and small businesses seem to have this notion that ‘authenticity’ and having a voice only applies to individuals. It doesn’t. Particularly in today’s marketing landscape.

People buy from real people. As a brand, being real and authentic is as simple as having a voice, having an opinion, and acting in ways people expect your brand to act. In ways that align with, and reinforce your brand purpose, vision and values.

 

2. Value > Promo

 

Believe it or not, nobody likes being ‘sold’ to. In fact, according to Michael Brenner, CEO, Marketing Insider Group and Author of The Content Formula,“Straight promotional content simply doesn’t work. We ignore it and have become amazing filters of any content that is trying to sell us something.”

Offering valuable, actionable advice and tailored promotional content not only helps build trust in your brand, but it also positions you as a thought leader in your space.

 

3. Engage to boost engagement

 

Interactions and engagement are some of the most commonly tracked KPIs in digital marketing, covering everything from engagement on social media, or comments on blog posts, to message and email replies.

If you struggle to drive engagement through digital marketing, try engaging with your fans and followers. Share, like and comment on their posts. Add your voice and opinion and be present in their conversations. Nothing drives engagement like engagement!

 

4. Engage and reward communities

 

Arguably the most important aspect of modern digital marketing is community engagement. It doesn’t matter how amazing your product is, without an engaged community you are doomed to failure.

One of the biggest failures when it comes to community engagement boils down to simple recognition. Engage with your active community, reward the ambassadors and active members, and recognise the energy they place into your brand.