As the old saying goes, “when something looks too good to be true, it usually is”. Business owners and marketers need to make sure that their promos and marketing campaigns, paint an accurate picture of what they’re offering to customers.
These days, customers are well-informed and can smell a false advert or promo a mile away.
For the past couple of weeks, a particular Nigerian internet service provider has run a promo that gives customers a sort of buy-one-get-one-free subscription.
So if you pay for a month’s subscription within the promo period, you’ll get a free month bonus.
As mouth-watering as this sounds, I was a bit sceptical because, in recent times, this particular service provider’s network has been having hiccups.
Their network is good, but during the promo period, it was apparent that their system was struggling to keep up with the demand.
The hiccups were becoming more and more worrisome, which made me remember the above proverb and not join the bandwagon.
Though I have no data as to how many people took advantage of the promo, I’m sure that I’m not their only customer who noticed the hiccups. This incident is what inspired me to write this post.
Business owners and marketers (in particular), need to make sure that we do our level best to make our promos and marketing campaigns more appealing.
Coincidentally this week is celebrated as Customer Service Week! This event inspires me to highlight who should be the primary focus of any promo or marketing campaign you embark on, i.e. your customers!
So, what can you do to make your promos and marketing campaigns more appealing? Here are four quick tips:
Focus on Your Customers
Many customers are tech-savvy and tough to sell. Customer service should no longer be viewed as a department but as an attitude.
Customers these days avoid pushy, generic, sleazy and sales promos and campaigns like the plague. Can you blame them?
As business owners or marketers, we need to be more creative and put the needs of the customers ahead of our own.
If the ISP mentioned above had put the needs of their existing customers ahead of their own, they would have ensured that their services could scale and absorb the influx of new customers without any negative impact in service quality for their existing customers.
Be More Creative
Brands need to be more creative in their promos and marketing campaign. Yeah, this is easier said than done. More so when you have several other things you need to do, to keep your business afloat.
Creativity is one of the reasons why you need to consider outsourcing your promos and marketing campaigns to a digital agency to leave you with sufficient time to focus on other areas of your business.
The level of creativity in promos and marketing campaigns these days is mind-boggling. Take Dove’s Real Beauty Campaign and the ALS Ice Bucket Challenge.
As you can see from the above, the most creative and successful promos and campaigns have used social media strategy to spread the word, with some incredible results.
To come up with a creative campaign, you need to focus on your ideal target audience once again. Gather as much information about what your target audience likes and what your target audience appreciates about your brand.
Also, you need to focus on what the goals of your promos and marketing campaigns are, e.g. driving traffic to your website, growing your email list, increasing your social media communities, etc. Use your goals to shape your campaigns.
In our digital age, there are a few ways you can be creative:
- Host a photo, video, voting or caption contest.
- Host a sweepstake.
- Join hashtag themes like #FollowFriday #ThrowBackThursdays, #MondayMotivation, etc.
- Host your free webinar. You can even partner with another business (not your competitor) in the webinar.
- Vouchers and Coupons: for your customers to redeem online on your website.
- Online sales and discounts.
The list is endless. You must strive to think outside the box.
- Promote your social media account on your traditional marketing materials.
- Go “old school” by strategically using flyers, posters, newspaper or magazine ads, billboards, tv and radio ads where applicable (if you’ve had success with them in the past).
- Publish physical books or digital eBooks.
- Causes and Charity. Look for areas where you can give back to your local community through sponsorships and other corporate social responsibilities. Sponsorships and CSR will help to get the word out about your brand while doing some good for your local community.
- Free product sample giveaways, Free branded promotional gifts, etc.
- Vouchers and Coupons: for your customers to redeem in-store.
- Customer appreciation parties or events.
Again, the list is endless, and you need to think outside the box to make old-school tactics work in our digital age.
Plan and Budget
Before you embark on any promo or marketing campaign, you need to take time to plan and set your budget according to what you can afford.
Business owners and marketers that fail to plan and budget have suffered significant losses due to the imbalance between the increase in sales from the promos or marketing campaign and the real cost of the promos or campaigns themselves.
I would suggest that it’s better to err on the side of caution! Don’t be like my ISP mentioned above, whose customers had to suffer poor internet connection during their promos because they had possibly signed up more new customers than their network could handle.
To this end, before you invest a significant portion of your budget towards a grandiose promotion, first test the waters with smaller, more cost-effective promotions.
You’ll get a better feel for how your potential customers might respond, and you won’t risk the future of your company to do so.
Integrate Offline with Online Campaigns
A strategic marketing campaign must integrate both online and offline activities for best results in boosting brand loyalty.
Also, remember that whatever promotion and campaign you embark on must adapt to mobile devices.
People spend a lot of time on their mobile devices, so it only makes sense for your promos and campaigns to be able to capture their attention on their mobile devices.
Regardless of whatever creative promo or marketing campaign you embark on, make sure you keep these four tips in mind.
If you do, you will make your promos and marketing campaigns more appealing. Creative promos will translate into happy customers and growing business — a win-win situation.
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Do you want to know more about how to make your promos and marketing campaigns more appealing? Schedule a meeting.