A strong promotional plan – You may have found that elusive award winning idea, the slickest visuals and created an overly excited CEO, but without a good promotional strategy… you’re absolutely wasting your time. I mentioned above that there’s a tidal wave of noise on social at Christmas as brands compete for consumer spend (Christmas presents as well as Sale activity), so establishing your promotional strategy is at least 50% of the work here. If you want the best results in relation to reach, engagement and love from your audience, then an integrated approach is essential. This means you need to incorporate as many of the following as you physically can (a blend of above and below the line is ideal): social advertising, product packaging, influencer outreach, email, PPC, SEO, brand collaborations, press advertising, radio, TV… you get the idea, everything needs to push people to the gaming app on your Facebook page, where the prospect to customer journey begins. At the very least social advertising (boosting of quality content promoting the campaign) is essential.
A reason to return each day – Another secret I want to reveal is the notion of getting your entrants to come back on a very regular basis to have another go, thereby building an army who keep the campaign alive by continuing to promote the campaign to their peers. This can ONLY happen if you a) have an instant win campaign, or b) have a daily prize draw. Remember: What’s in it for the entrant?
So in your planning phase understand how you can maintain this emphasis and ideally, introduce a mechanic that will engage on a daily basis.
Supporting micro campaigns – We’ve discovered that by running a few pop-up, ‘supportive’ micro campaigns on your social channels whilst the main event is happening, you’ll retain interest, drive greater reach and engagement and ultimately increase the success of your Christmas campaign. These campaigns don’t need to utilise a third party app, in fact we’d advise you run them directly off the page. For example: Upload a picture of your Christmas tree – best tree wins! (you get the idea). Ultimately, it keeps the central campaign alive and kicking.
Earn more chances to win – This is a great one… so your entrant (prospective customer) has come along, played the game, not won today and now the only thing they can do is come back tomorrow and play again if they remember to do so. Wrong. You allow your entrants to earn additional plays by encouraging them to a) follow your other social channels, b) promote the campaign to their own peers (e.g. Tweet this pre-prepared message) and c) invite their friends via email. If you leave this out, it’s a wasted opportunity.
Incorporating the all-important sale – Social Media is becoming more accountable for financial returns, no secret there. So how can your campaign help you drive sales?
Well… aside from the basic brand/product/service education that you integrate into the app, you’ve obviously got the opportunity to connect to a whole bunch of prospects that you can work on over time (via email and social media).
BUT the biggie here is built into the app mechanic itself and manifests as a coupon dispenser. However, the idea here is not to simply give coupons away to one and all, but more to allow your entrants to earn them (very important). If they have to earn coupons they ultimately have more value and therefore redemption rates increase dramatically. We’ve proven this over and over, and in one case we dispensed over 20,000 coupons during a single campaign, which ultimately led to a 2 month spike in sales topping £1 million. Fact.
Good luck with your campaign, I hope this article has got you thinking, and of course we’d be happy to work with you and help create a blockbusting Christmas social media campaign with all the benefits it brings. Please contact us for more details.