beat the summer shutdown: how to campaign online
DESCRIPTION
Summer can be slow season. But with the right kind of online campaigns, you can reach your target group and grab their attention. In this webinar, we share our insight on how summer affects the consumer and how to build great campaigns for web and Facebook.TRANSCRIPT
Beat The Summer Shutdown: How to Campaign Online
© RapidCampaign 2014
© RapidCampaign 2014
Q&A
Your questions arewelcome!
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Let’s Talk About
How summer changes theconsumer behaviour
How to create successfulonline campaigns
How to drive traffic to your onlinecampaigns
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”Everyone’s on holiday, how canwe reach them?”
”Only ice-cream sells in summer”
”Where did everyone go?”
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High Season for Retail in…
• Gardening
• Renovation & Hardware
• Jewellery
• Gas
• Books and education
• Household appliances
• FMCG
• Clothing
2014RapidCampaign 6© RapidCampaign 2014
© RapidCampaign 2014
By SurveyMonkey, August 2013
From Stable to Mobile
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From Stable to Mobile
© RapidCampaign 2014
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
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From Known to New
© RapidCampaign 2014
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
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From Purchase to Experience
© RapidCampaign 2014
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
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Building Blocks of anEffective Campaign
Clear Objective
Relevant Content
Activation
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All roads lead there,
when you don’t knowwhere you’re going to.
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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
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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
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© RapidCampaign 2014
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
Building Blocks of anEffective Campaign
Clear Objective
Relevant Content
Activation
© RapidCampaign 2014
© RapidCampaign 2014
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
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© RapidCampaign 2014
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
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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
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© RapidCampaign 2014
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
Building Blocks of anEffective Campaign
Clear Objective
Relevant Content
Activation
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RELEVANT CONTENT
+
MECHANICS
=
ACTIVATION
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RELEVANT CONTENT+
MECHANICS: campaignfunctionality with a clear call to action
= ACTIVATION: engagement with
your brand, activity by consumer
© RapidCampaign 2014
© RapidCampaign 2014
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
Building Blocks of anEffective Campaign
Clear Objective
Relevant Content
Activation
© RapidCampaign 2014
Traffic to Your Online Campaigns
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Build it, and they will come.
…really?
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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
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Use tailor-made landing pages to followthrough.
Help your customersto find their way.
Drive within, not from, Social Media.
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Ensure Conversion
OPTIMIZE
ANALYSE
RE-TARGET
TARGET
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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
© RapidCampaign 2014
The biggest mistake marketers canmake...
...is not to run a campaign.
© RapidCampaign 2014
© RapidCampaign 2014
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BUILD SUCCESSFULONLINE CAMPAIGNS