Six suggestions for promotion planning – part 1
Consumer promotions — such as premiums, rebates, sweepstakes, contests, games, and loyalty programs — are all great methods of engaging with consumers, attracting new customers, and enhancing brand loyalty. Consumer promotional marketing works to raise a customer’s interest in a brand and influence a purchase (or future purchases). They also work very well to make a brand or company stand out among its competitors. Such offers and incentives can become so popular, or stir up enough excitement, they become “trending” events on social networks such as Facebook, Twitter, LinkedIn, and Instagram.
As important as these programs are, if it is not something you do on a regular basis (sometimes, even if it is!), consumer promotional planning and management can be overwhelming. If you’re looking to get started on your next big consumer promotion, check out our six tips to guide you in the right direction.
- Start with a goal in mind
Are you interested in promoting brand awareness? Do you want to get more people to try your products? Are you looking to retain loyal customers? Is it important to build your 1st party data list? Setting a goal early in the process will help you design a promotion that is beneficial for both your company and your participants.
Pro tip: Make it SMART – Specific, measurable, attainable, relevant and time-based.
- Choose the right [promotion type] for your audience
There are so many types of promotions. It’s important that you choose one that not only aligns to your goal, but also is right for your audience. If your primary audience is made up of elderly consumers, an online or social media entry is not likely to be valuable for you.
Pro tip: Budget can also play a huge role in promotion design. Consult with a promotion party early and often to maximize ROI.
- Choose the right reward
For businesses, running promotions is all about the moving pieces – we forecast rates, track participation, measure ROI and manage all the intricate details to ensure regulatory compliance. For consumers, participating in promotions is all about the prizes. Whether you’re offering exclusive merchandise, big ticket items or an experience-based prize, make your choice relevant to your brand and exciting to your customers. Rewards can be a win-win – excited winners will spread the word. Keep an eye out for opportunities to brand your prizes and help share your name.
In part two of our blog post, “Six Tips to Promotion Planning,” we will discuss the remaining steps in the process and offer suggestions on how you can get started, immediately.
As a marketing services company our range of in-house capabilities includes premium US-based call center services with highly trained and knowledgeable staff. Our staff becomes an extension of your organization, deeply familiar with your products, culture and organization, and capable of managing the most critical consumer interactions. Schedule your free consultation today to discover how EPI can work with you to ensure your next successful rebate program.
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