Read time: 5 minutes
In a fast-paced world that’s full of innovation and disruption, brands need to be more connected to their audience than ever. Getting hold of customer data has always been important but now, it’s crucial. Knowing information such as their name, where they hang out online, their birthday and where they live is key to staying relevant, and communicating with them effectively.
However, consumers are becoming more protective of their information – they are wise to the fact that companies are keen to get hold of their personal data and, rightly so. In a recent study by Salesforce, 62% of customers said they’re more afraid of their data being compromised now than they were two years ago. Everyone left, right and centre is keen to know more and more about you, including what you had for dinner for the last 3 nights, and who your mother used to date back in 1970.
So, how do you create brand awareness, audience engagement AND get your hands on that much-needed consumer data? It requires a clever solution. Enter, a digital promotion. We’ve put together our ‘6 Top Tips’ to make your next campaign a success.
From the creative, to the copy, to the information you decide to collect, to the prize you want to promote, to the execution and delivery, to the audience. Each and every stream needs to be aligned and in sync, so customers can land on the page, be instantly enticed by the incentive and understand and action what they need to do next. The more streamlined the process, the more likely they are to convert. That’s why it’s essential the whole process is mapped out from the beginning, and there has been careful thought put into what is done, and how it’s done – with optimisation every step of the way.
79% of customers in a Salesforce study said they “are willing to share relevant information about themselves in exchange for contextualised interactions in which they are understood.” In other words, consumers are willing to share relevant personal information if they feel it is going to be beneficial to them.
That means, choosing a prize and deciding what information to capture is hugely important. The consumer needs to feel that what they are giving away is relevant and that the incentive is worth it for what they are getting in exchange – careful planning needs to go into this part to ensure brand and audience alignment for maximum entries.
Did you see our campaign with Fox Sports where you could WIN the chance to commentate a BBL match? How’s THAT for value exhange…
Gone are the days when marketing campaigns are a case of stabbing in the dark and hoping that the increase in sales was thanks to a large amount of money thrown at a T.V ad. Now, it’s all about real-time data to drive decisions and response. You will have spent time making sure that all your channel tracking is really granular (or at least, you should have!), so it’s important that once your campaign is live you monitor exactly what is performing and what isn’t.
If you keep an eye on performance, you have the opportunity to reallocate funds from poorly-performing sources to those that are kicking goals, or alternatively to tweak and improve the poorly performing channels to whip them into shape. Have you set up your media and analytics in a way that makes that possible?
Most promotions require legally compliant Terms and Conditions outlining the specifics of participation – who can enter, how do they enter, what happens if they win a prize or how do they claim an offer? They outline the rights of you as the company running the promotion, as well as the rights of the consumer, and are vitally important if you want to minimise risk.
In Australia, Trade Promotion Permits are also often required for games of chance (where winning a prize is chance-based, rather than skill-based) when entry is open to residents of NSW, SA or ACT. Make sure you check up on this early, as applications can take a while to be processed, and if you are legally required to obtain a permit there are quite hefty fines for organisations who run their promotions without one.
It goes without saying that this is a big one, my friends. Whilst collecting the data might not always be your main objective, it will always be towards the top or a very, very nice accompaniment. You need to make sure that whatever your method, you are collecting the data:
So, the promotion is all ready to go. You’ve got amazing prizes that are sure to grab your target audience’s attention, data collection in the bag, an optimised micro-site and low barrier to entry – sorted. The next step though – and a crucial one – is making sure people to know about it. It’s not a competition without any entries!
Right from the get-go, you need to be thinking of ways you are going to promote the promotion – what channels are you going to utilise? What partnerships and sponsorships could you leverage to make sure people know about what’s happening? Dig deep, and always give good thought to this as a key factor in the whole process – you will need to target the right audience in order to get qualified leads, so having a strong strategy around this is essential.
Just like Cadbury’s who used multiple channels to bring their ‘a little way to say’ to life. The Peazie promotion was one part of this broader, nationwide campaign, and we were brought on board to help collect data on their customers for future marketing communications.
You might want to consider:
Remember, a holistic approach is better – the more touch points you have with your audience, the more familiar they are with the campaign, the more likely they will understand and trust the process, which will lead to a conversion.
We capture good data – on your current and future consumers – through exciting digital experiences. Get in touch today to find out how we can bring your idea to life.