ADVANCED MARKETING 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 is one of marketing tips that 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.

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 marketing tips possible. You can try including interactive elements, such as links. We recommend 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%	Average open rate
02% - 06%	36%	Click through rate

INCLUDE LOCATION-BASED CREATIVE

Research shows 22% of customers are more willing to react on a promotion that is specific to their location. So, here goes one of our marketing tips – 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.

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. So, our marketing tip is simple – do not disappoint the customer by wasting his time on reading your message and you will build loyalty for your brand.

60% - 70%	The probability of selling to an existing customer
05% - 20%	The probability of selling to a new prospect

CLEAR CALL TO ACTION

When talking about marketing tips, we cannot forget to mention a good and clear message. 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.

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. How's that for the marketing tip?

MAKE USE OF DATA FOR NEXT CAMPAIGNS

TASIL gives you a possibility to analyze performance of your campaigns thoroughly. Our marketing tip for you is to 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.

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). Testing is crucial while setting up a campaign, but our marketing tip proves that it also matters while thinking solely about the content. 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 one of marketing tips and an 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.

CHOOSE THE TIMING WISELY

Another one of marketing tips that you should think about is to 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.