10 steps to running an epic consumer promotion
TRANSCRIPT
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10 Steps to Running an
Brought to you by
ConsumerEpic Promotion
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The buyer’s journey is affected by both physical and digital promotional marketing techniques and requires an understanding of:
The shifting needs of an audience
The impulses of individuals
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STEP 1
Define your Demographicin Detail
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Tailor your promotions around your audience, including their age, gender, lifestyle and location
And ask these three essential questions…
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WHOdo youwant to
Engage?
WHATkind of prize do they
Enjoy?WHERE will you
Connect?
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STEP 2
Align your Promotion to your Brand
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& are a far-fetched attempt to lure [people in]
“ I find most promotions
”
do not align withbrands
Promorati’s 2016 Shopper Survey
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Inconsistencies can: Damage your reputation
Cause a lapse in engagement
Make you forgettable
Blur the values of your brand
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STEP 3
Ensure Real Value & Clear Communication
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Grab the consumer’s attention!
Avoid Ambiguity
Offer a Memorable Prize
Keep it Simple
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STEP 4
Be Transparent
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Modern consumers are
cynical & savvy with promotions
Be honest & upfront
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STEP 5
Up the Odds of Winning
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Strike up a balance
attractive,premium
prizes
obtainable, lower value
prizes
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STEP 6
Don’t be Lazy
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Give consumers something to talk about...
Be creative
Mix it up with
money can’t buy offers
gamification
user generated content
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STEP 7
Influence Shoppers at Different Touch Points
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Engage at every stage
Touch Pointsusing different
to answer...
DecisionAwareness Consideration
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WHAT are you trying to
Achieve?HOW are you
going to
Achieve it?
WHY should consumers buy from
You?
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STEP 8
Encourage People to Share
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as well as exciting!
“ [Promotions] can be
”fun interesting &
money-saving,
Promorati’s 2016 Shopper Survey
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Word of mouth generatestrust and credibility
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STEP 9
Aim to Build Long Term Loyalty
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Build long lasting relationships
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STEP 10
Be Responsible with Consumer Data
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S P L LE
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10 essential actions...
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Make it worthwhile & download our
FREE guide on What Shoppers Think in 2016?