Beat the Summer Shutdown: How to Campaign Online

Beat The Summer Shutdown: How to Campaign Online

© RapidCampaign 2014


Q&A

Your questions arewelcome!


Let’s Talk About

How summer changes theconsumer behaviour

How to create successfulonline campaigns

How to drive traffic to your onlinecampaigns


”Everyone’s on holiday, how canwe reach them?”

”Only ice-cream sells in summer”

”Where did everyone go?”


High Season for Retail in…

• Gardening

• Renovation & Hardware

• Jewellery

• Gas

• Books and education

• Household appliances

• FMCG

• Clothing

2014RapidCampaign 6© RapidCampaign 2014


By SurveyMonkey, August 2013

From Stable to Mobile


From Stable to Mobile


On the Go

Tourism, travel

Family, friends

Outdoors

Mobile

Mobile Search up by

35%

80% usageFacebook is

mobile

Desktop usage down

by 14%

Fluctuation

Seasonalitems

Weathersensitivity

From Known to New


From Known to New


Change fromEveryday

Change of landscape

Free fromroutines

NoveltyValues

New, butfamiliar

New thisseason

Sense of Urgency

Limited bytime

Limited byplace

Limited bychoice

From Purchase to Experience


From Purchase to Experience


Events

Sports, sports, sports!

Music & culturalfestivals

Local events

Friends & Family

Re-unions, weddings,

garden parties

Relationshipbuilding

Eating & Drinking

Sharing

Rise of video

Content creation

Reviews, comments, check-ins

Key Takeaways

Be active and campaign

Re-focus your campaign for the summer

Be mobile, social and in the moment


Building Blocks of anEffective Campaign

Clear Objective

Relevant Content

Activation


All roads lead there,

when you don’t knowwhere you’re going to.


What is your

objective?

Collect leads or marketing permissions

Activate current customerbase

Boost sales of a certain product line

Collect feedback

Reward loyal customers

Promote a new product or product range


Call to Action is

defined byyour

objective

Leave contact details

Take part in activation

Get a good deal

Give your feedback

Get rewarded

Find a new, relevant product



Success factors:

• Attractive main prize, fitting theseason

• Limited by time• Simple mechanics• Clear call to action

Created with RapidCampaign Landing page and Formtemplate.

Win a Scooter! Retail Chain to Build Marketing Database


Clear Objective

Relevant Content

Activation



By SmartInsights, May 2012

Relevant content

CONTEXT• Consumer need and state of mind• Season, timing and topical issues• Channel

TARGETED• Specific and addressed to the target group

INSIPIRING• Interesting, branded, on the brand



Success factors:

• Understand and answer consumerneed

• Seasonal fit• Easy to browse,

easy to purchase• Sharable in social

media

Created with RapidCampaign Multi-section template.

Summer Souvenirs All PackedInterior Design Company to Boost Sales


Success factors:

• Relevance and timing

• Simplicity• Mobility• Added benefit for

newsletter sign-up

Created with RapidCampaign Store locator and Formtemplates.

Here’s How to Find UsExterior Design Webshop to Support Sales Event

Relevancy in Social Media

ENTERTAINT & ENGAGE• Combination of short attention span with high

engagement potential• Choose simple mechanics, instant rewards,

and easy to share promotions

REPEAT & VARY• Organic reach in Facebook is low, but

engagement on the rise• Listen to feedback and change accordingly



Success factors:

• Simple and visuallypleasingexecutions

• Easy participationand sharing

• Targeted and limited: for fans, limited period

Created with RapidCampaign Form with Like-gate template.

Win the Watch of Your DreamsWatchshop to Activate Fanbase


Clear Objective

Relevant Content

Activation


RELEVANT CONTENT

+

MECHANICS

=

ACTIVATION


RELEVANT CONTENT+

MECHANICS: campaignfunctionality with a clear call to action

= ACTIVATION: engagement with

your brand, activity by consumer



Success factors:

• Promoting relevantproducts for theseason

• Clear benefit and clear call to action

• Mobility• Like-gated for FB

Created with RapidCampaign Mobile coupon template.

All Roads MappedMapshop to Activate Site Visitos


Clear Objective

Relevant Content

Activation


Traffic to Your Online Campaigns


Build it, and they will come.

…really?


Maximize YourNatural Traffic

Utilise your own media.It’s probably the best source of traffic!

• Banners on your own website• Newsletter• Social media pages and streams


Use tailor-made landing pages to followthrough.

Help your customersto find their way.

Drive within, not from, Social Media.


Ensure Conversion

OPTIMIZE

ANALYSE

RE-TARGET

TARGET


Make Most of Your Paid Ads

Today we discussed

How summer changes theconsumer behaviour

How to create successfulonline campaigns

How to drive traffic to your onlinecampaigns


The biggest mistake marketers canmake...

...is not to run a campaign.



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BUILD SUCCESSFULONLINE CAMPAIGNS

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