ADVANCED TIPS FOR A SUCCESSFUL CAMPAIGN

KNOW YOUR TARGET GROUP

Addressing everybody and everywhere is inefficient and ineffective. And costly. Make sure you know who your target group is - the more you know, the better. The more accurately you choose your target group of customers the less money you will have to spend. Being precise with setting up your campaign will enable you to create more personalized campaigns. You can have one campaign with universal message or you can have several campaigns simultaneously with more specific copy, based on gender, age, location etc. You can analyze results from each segment and know more than ever about your most effective target group.

5 0 %

Marketers modify materials
based on demographics

The 2016 Channel Report - Back to Basics:
Retailers Are Not Ready for Cross-Channel Integration

FIND A WAY TO TRACK

Depending on your goal, tracking may be more or less accurate. If it's awareness you can see indirect impact in your sales or in your website visits. If you are aiming for purchase as a result of the campaign, you need to know more. TASIL makes it possible to include interactive elements - such as links. We recommend you include them, so you are able to tell if the message triggered and action. If your call to action was to visit the point of sale, make sure you track customers that showed up. The more details you are able to gather the more effective you become in your next campaigns.

E-MAIL
SMS
28 % - 33 %
99 %
AVARAGE OPEN RATE
2 % - 6 %
36 %
CLICK THROUGH RATE

Conversational Advertising, Single Point

INCLUDE LOCATION BASED CREATIVE

Research shows 22% of customers are more willing to react on a promotion that is specific to their location. Use it in the copy of your message to make sure the customer knows he did not receive the message without a reason and it is not a coincidence. Make sure you phrase the message in a way that the customer does not feel intimidated or spied on.

7 4 %

LOCATION-DRIVEN
LIFT IN TRAFFIC

Mapped Out - Location
Data Explained,
Mindshare

5 6 %

GAIN IN
VISIT FREQUENCY

Mapped Out - Location
Data Explained,
Mindshare

GIVE SOMETHING OF REAL VALUE

No matter if your goal is awareness or sales, the customer always feels pleased when he receives something. Think of it as a barter - your customer gives his attention to your message when the two of you share virtual time together - he should get something in return. A voucher, a coupon, a discount, something he can physically pick up at your point of sale - let it be something that holds some real value, even if it's not worth much. Do not disappoint the customer by wasting his time on reading your message and you will build loyalty for your brand.

6 0 % - 7 0 %
THE PROBABILITY OF SELLING
TO AN EXISTING CUSTOMER
5 % - 20 %
THE PROBABILITY OF SELLING
TO A NEW PROSPECT

Customer Loyalty, Marketing Metrics

CLEAR CALL TO ACTION

A precise call to action is especially important if your goal is to sell. Make sure you give your customers clear instructions. Let them know what they have to do to complete the transaction - visit your store, download voucher, buy online. It should be simple and encouraging.

7 %

UPLIFT IN RESPONSE DRIVEN
BY ATTENTION GRABBING PHRASING

Mapped Out - Location Data Explained, Mindshare

LEVERAGE MULTICHANNEL, THINK OF YOUR CUSTOMER'S JOURNEY

If you have some more tactics that target the same customers, use it in your copy. This does not have to be something big. Imagine you have printed leaflets in your shop. You can include that information in your message, so that the customer is aware. You may also have a bigger campaign, ATL, with city lights. If your customer is somewhere near one of them you can let him know where to look to see it. You can create a multichannel experience on your own for your customers. Try to look through their eyes and design the possible touch points they may have with your brand. Then just use TASIL to connect the dots.

9 4 %

LOOK FOR LOCAL
INFORMATION
ON THEIR
SMARTPHONE

Mapped Out - Location
Data Explained,
Mindshare

9 0 %

TAKE ACTION
AS A RESULT
OF WHAT THEY FIND

Mapped Out - Location
Data Explained,
Mindshare

MAKE USE OF DATA FOR NEXT CAMPAIGNS

TASIL gives you a possibility to analyze performance of your campaigns thoroughly. Try to understand the data and make conclusions that will fuel your assumptions for the next campaign. Each new campaign gives you more knowledge about your customers, what do they react well to and what they don't like.

ADVERTISING EFFECT: THE LONG AND THE SHORT OF IT

For Special K, the long-term ad effect paved the way to bigger sales over an extended period of time.

1.0

SHORT-TERM LIFT

$ 0.14

1.8

LONG-TERM
MULTIPLIER

2.8

2.8

Total
Multiplier

FULL ADVERTISING
EFFECT

$ 0.39

Read as: The short-term advertising effect drove the first sale, or 1.0, while the long-term advertising effect drove $ 1.80 for each short-term dollars sale. The total multiplier is 1.0 + 1.8 = 2.8.

Nielsen Catalina Solution

TRY A/B TESTING

Setting up a couple of campaigns depending on a specific of your target group (age, gender etc.) is one thing, but you can also test the power of different text in messages (copy). Address the same target group but with small changes in the message, start those campaigns at the same time and observe which is performing better. Stick with the better one. Or try once more. You will see how satisfactory A/B testing may become.

EXAMPLE:

A. 25% OFF ON SELECT ITEMS WHEN YOU BUY NOW
AND PICK UP IN STORE THRU MONDAY!

Message A had a 40% open rate and a 20% conversion rate.
For every 100,000 messages sent, 8,000 led to an in-store sale.

B. NOW THRU MONDAY!
SAVE 25% ON SELECT ITEMS WHEN YOU BUY NOW AND PICK UP IN STORE!

Message B had 30% open rate and a 30% conversion rate.
For Every 100,000 messages sent, 9,000 led to an in-store sale.

Mapped Out - Location Data Explained, Mindshare

PERSONALIZE - SMALLER CAMPAIGNS WITH DIFFERENT COPY

A/B testing for optimization gives you an incentive to create more smaller campaigns, but personalization is another argument for the Keep It Small and Simple rule. Research shows 26% of customers are more willing to respond to a message that is tailored to their personal interest.

2 6 %

IS MORE LIKELY TO RESPOND
TO PERSONAL INTEREST MESSAGES

Mapped Out - Location
Data Explained, Mindshare

CHOOSE THE TIMING WISELY

Again, be thoughtful when setting up timing for your campaign. The customer may be around your store at 1 AM, but for sure he is not in the mood for shopping, and your store is probably closed. Make sure you send your message in a convenient and actionable time.

2 1 %

IS MORE LIKELY TO RESPOND
TO CONTEXTUALLY RELEVANT PROMOTIONS

Mapped Out - Location
Data Explained, Mindshare

TASIL PLUS

For marketers who wish their campaigns were even more targeted, specific and advanced, TASIL PLUS offers a set of additional, comprehensive services that will maximise the campaign results.

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MORE

PRICING

TASIL will adapt to your needs - you can make your campaign as small as you wish or as big as needed. Pricing is simpler than you might have thought.

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MORE