By Samara Anderson, redpepper
The strategies are settled, the creative is done, the messaging has been approved, all that’s left? Pushing that “go live” button.
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It’s important for brands to remember that once your campaign is live, it’s not the time to sit back and admire, it’s time to get even busier. Below are five things you can do during your holiday campaign to ensure it’s a hit.
Involve The Crowd
Marketing and sales goals aside, don’t forget a key reason you run a campaign: Your brand advocates. Friends and fans of the brand are much more likely to engage if they feel involved or connected. Featuring user-generated content is a great way to highlight your fans while also clarifying the rules and expectations during the designated timeframe. If your campaign contains a promotional element, crowdsourcing winners is a great way to let fans feel the impact of their opinion.
Optimize, Optimize, Optimize
Analytics are every brand’s secret weapon. Analyze and evaluate every message you send to your fans. If using social media as a channel, tap into each platform’s free insights. Is your audience made up of early risers, or do they perk up when it’s time for afternoon coffee? Did they appear confused about any points in your post? Which post has the best engagement rate? Which post got the most shares?
If using email or direct mail, consider an early round of A/B message testing. Send two different messages and determine which one elicits the response you desire. Based on your results, adjust all messaging accordingly. This concept is completely scalable and should be applied to everything, from small promotions to presidential elections. During his 2011 fundraiser, President Obama used A/B testing to raise an additional $60 million dollars. Every message is an opportunity to learn and revise based on your audience’s preferences. When communication is limited, you want to make sure every touch point packs a powerful post.
Customer Service Is Key
During a campaign, increased moderation hours are key. Just as brick-and-mortar retailers will increase their employee numbers during the holidays so should our social moderators and customer service representatives. Rules, entry and campaign details can be confusing and cause frustrations for fans. Be there to guide them through participation.
Statistics show that if you resolve a complaint in the customer’s favor they will do business with you again 70% of the time and up to 95% of customers will give you a second chance if you handle their complaint successfully and in a timely manner. Although the short-term costs associated with staffing up can feel tight on end-of-year budgets, the long-term risks and potential customer loss associated with non-action are in fact much worse. Not only will you make your brand feel reliable and avoid long-term sales loss, you will also seem human, which will further deepen the connection between your fans and the brand.
Surprise And Delight
Your fans know that there can only be one Grand Prize winner, and unfortunately this feeling of unattainability can make them feel like it’s not even worth it to enter. Offering small yet frequent prizes can pump up engagement as the chances of winning increase. Don’t stress about these smaller tier gifts. Instead, leverage things you have readily available.
Small products, merchandise and even social media spotlights can really move the engagement needle and get your fans excited about the possibility of winning — even if it’s something small. A recent study of 100 Instagram contests found that out of the top 10 performing contests, ranked by participation, only three offered a prize valued at $1,000 or more. The holidays are a perfect time to excite your fans with an unexpected gift and make them thrilled to share your campaign with others.
Continue The Loop
Holiday campaigns tend to flood our databases with new subscribers and fans, which brings up our post-holiday strategy. As the wrapping paper settles and the leftovers are reheated, what will your first touch point be with these new fans? Use your information from your optimized campaign to help you create incredibly personalized first touches with your new potential brand ambassadors and make them your friends for life.
The holidays are filled with hustle and bustle, and running a campaign during that time can feel just as busy. But by keeping these tips in mind, brands can engage current fans, grow new ones, and give themselves the gift of a well-run campaign.
A brazen new business strategist, at redpepper Samara Anderson is responsible for new business development and ongoing client relationships. Drawing from ten years of experience and wicked smart intuition, this PYT (Powerful Young Talent) is always bringing fresh insights to the table. You can reach her at samara@redepperland.com.
