Combining coupons with marketing

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I was surfing around the web and I came across a really interesting tip-article -as I love naming them. It’s written by Drew Hendricks. The main idea presented in the article is that people no longer wait for coupons to randomly be found in their hands like it used to be. Instead, they are trying to find new ways to have more coupons on mobile apps and other digital media.

Few of the ways that are mentioned in the articles are:

– Using e-mail as a channel to communicate with the customer as well a way to provide the initial coupon with a code.

– Make the coupon visually appealing! Yes even if the customers do not realize it, they like good designed thing and the same applies for coupons.

– Deliver localized offers by using geo-targeting.

– Texting is still cool! “To ensure text campaigns are as effective as possible, create a feeling of exclusivity. Let customers know that by receiving these messages, they are privy to discounts not offered to those who aren’t a part of the text list.” Drew Hendricks notes. 

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More channels & closer to mums

Thérèse Mulvey, vice president of marketing intelligence, Valassis gives a really thorough point of view of mothers and their community. I quote as an introduction to this post: “…Marketers should take the opportunity to not only appreciate moms, but also reflect on and learn from what makes them so special. As it turns out, the same things that make mothers so important are also responsible for making them the ideal multichannel demographic.”

We have discussed in various posts the importance of listening to mothers, the power of their opinion which can be the major input for all of us who create content for them. Of course when we produce content we want to serve it wherever our receivers are, which means we will have a multichannel approach.

Below are few key points we need to keep in mind while designing and creating for mums:

– “Moms are a powerful economic force—in the workplace and in the household.”

– “The effort that moms put into planning their purchasing decisions also makes them especially important to marketers.”

– “Moms are the ideal multichannel consumer”

Read more on DM.

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Global and local at the same time

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Thinking about expanding your business? Going global includes the most important challenge: Understanding deeply every single country you are in. Localization is the key for success for global brands.

shutterstock_144900949“Since the Johnson & Johnson-owned site claims to reach 40 million moms across 14 countries, BabyCenter’s editorial and tech teams craft unique content to target each of its markets.”

We are following the same strategy for our own content site Babyspace.gr. It’s a really creative process during which we learn new things everyday about different cultures and places.

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Linda Murray, svp, global editor in chief of Babycenter states that “It’s important to have someone in the country and a native speaker who understands the mindset of the market and the very practical differences of health systems, legal systems, culture and tradition,”.

Below you can read some really interesting statistics as mentioned by  Lauren Johnson.

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Database Marketing Tips

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 writes down some really useful tips on how to keep your database like a treasure and make the more out of it. 

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  • 1. Keep Your Databases In The Right Format
  • 2. Organise Your Databases Properly
  • 3. Create The Right Messages
  • 4. Assign Salespeople To Prospects Close To Buying
  • 5. Stay In Touch
  • 6. Analyse Your Activity
  • 7. Replenish Your Databases
  • 8. Collect The Right Information
  • 9. Use The Right Tools
  • 10. Don’t Forget About Existing Customers

You can read more here: Social Garden

Innovating while keep sending e-mails

 presents some great tips and statistics to keep in mind while organizing and managing e-mail campaigns during 2015.

1. According to MarketingProfs , 122,500,453,020 emails are sent every hour So we can say that people actually use their e-mails for multiple purposes. The e-mail inbox is a great personal channel –I see the things I really want to see. 

2.  Email is nearly 40 times better than Facebook and Twitter at acquiring customers. (McKinsey & Company). Working with an e-shop in the past I can tell that email campaigns was the most successful way to communicate offers, great deals and new products. While on Facebook you see a post among too many other fancy things, when you are in the mailbox you know for sure who is the sender so you open it to see specific things.

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3.  The volume of email marketing rose by 15.5% in Q1 2015 compared to Q1 2014. (Experian Marketing Services). Well this is good news, we should consider being more creative with email marketing.

4. Seventy percent of people say they always open emails from their favorite companies. (Exact Target). Even if I am not ready to buy something, I will always open emails from my favorite brands and e-shops, because I want to see what’s going on and make a list for future purchases.

5.  Sixty-one percent of shoppers say they like to receive promotional emails weekly; 28% want them more frequently. (MarketingSherpa) I receive emails in various frequencies, once a week once a day, one every two days but I am ok with that since I get used to it.

6. If an email does not display correctly, about 71% of recipients will delete it—immediately. (BlueHornet) This is true, because I feel that the company doesn’t pay enough attention to me and they don’t create a good-working communication.

7. 53% of emails are opened on mobile devices; compare that to less than 20% about three years ago. (MNSearch Summit) I think this is a result of the general shift to mobile devices and since it’s a result of statistics it’s good keeping it in mind.

“Physical ads held that attention longer”

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When we watch an ad on the street or on a printed paper, even if we like it or not we take some time to process it. And if it’s left on the table for a while, we might look at it again and think about it a little bit more.

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I had some flyers in my car and one day I realized one of them was actually interesting and I was thinking about it. A Temple University neuromarketing study comes to inform us that, “direct mail tops digital media for engagement time, recall, and ultimate purchase.”,  presents in his article.

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“Digital ads seized the attention of consumers quicker, but physical ads held that attention longer, elicited a greater emotional reaction, and played a more direct role in ultimate purchase decisions.” 

Digital Social & Direct

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The brand Z Gallerie sells chic furniture in her 60 stores across the United States. What can we include in a campaign in order to create a perfect combination of a tangible and digital experience? “The majority of our brand perception exists offline and in our stores, yet we have an incredibly powerful and engaged social audience as well—especially on Instagram,” says member of the Z Gallerie team.“We’re always [looking for] new and exciting ways to bring our offline customers into the social experience and vice versa.”

Screen shot 2015-06-22 at 1.41.21 μ.μ.The final idea idea was #PagesofStyle: “a campaign with several moving parts that mixes the power of print with the impact of digital.”

I thought the idea of an imagery circle was the best way to go. You have the printed book you sent to you, you take pictures of it because it is really cool and you want to share it and then this keeps going on.

To drive awareness, we used all of our marketing channels; we featured it in email, on our homepage, on social, and in our physical catalogs. We partnered with six influencers and superfans to get involved in the campaign to get some social buzz from the get-go.”

More here: Dmnews article by 

Make it a coupon launch!

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Finish QuantuMatic: Launch

Following the initial launch of Finish QuantuMatic, which was heavily led by in-store marketing and discounts at shelf, Finish kept up its campaign momentum by activating its various digital channels (media, brand site, content marketing & consumer database) with a digital printable coupon. The coupon was used to both encourage initial purchase but also encourage product advocates to spread the word and recommend it to others.

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Why Extend An NPL Campaign Beyond Initial Trade Promotion?

Once initial trade promotions and in-store launch activity have ended, there can often be a lull. Cost efficiently using the buzz and hype of initial launch, and keeping its momentum going whilst at the same time driving initial advocacy, can help ensure that you continue to shift product off shelves as well as help drive re-purchase and subsequently loyalty. (Source: Coupons.com)