How to create the right promotions for your brand

As a marketer, you spend a lot of time focused on generating leads, creating brand buzz and keeping customers happy and engaged with relevant content.

Getting people to look your way can be tough.

Promotions are a great way to drive instant brand interaction. A good promotion enables you to raise brand awareness and increase sales through the duration of the campaign. However, a great promotion will also have positive effects long after your campaign has ended. It will allow you to build brand reputation, create brand advocates, and gain insights about your customers.

Here are some tips to creating the right promotions for your brand.

1. Reward loyalty and they will come.

The National Lottery have a loyal customer base that they wanted to convert to online players. To do this, they created the ‘Lotto Treats’ campaign, where every entrant to the Lotto received a unique code to be redeemed online for a £5 reward; these rewards ranged from restaurant discounts to gym memberships and magazine subscriptions. Rewards were selected randomly and delivered via triggered emails.

It was a great way to reward their loyal customers, as the reward covered the cost of the ticket and everyone who entered won a free prize. Furthermore, it encouraged their customers to experience their digital product and play online.

The competition received over 125,000 entries in a ten-day window with a peak volume of 5,400 entries per hour.

Reward loyalty and they will come.

2. Experience is the new brand. Use competitions and promotions to build on this experience.

The beauty industry is a highly saturated and competitive market. To stand out, Maybelline created M:Edition – a free monthly online magazine and email marketing programme. M:Edition offers a highly engaging online experience, with monthly competitions, up-to-the-minute editorial and unique video content by different fashion and lifestyle contributors. The monthly competitions contributed to a high level of customer engagement and positive sentiment. It also allowed Maybelline to gain increased insights into their customer’s profiles and behaviour.

Experience is the new brand. Use competitions and promotions to build on this experience.

3. Understand your customer's behaviour and use promotions to change the way they interact with you.

Vue Cinemas acknowledged that there was a dip in cinema attendance on Tuesdays. To counteract this, they developed the Super Tuesday programme. Customers sign up to the programme online to receive discounted tickets on Tuesdays. The reduced ticket prices boosted cinema attendance on Tuesdays. But more importantly, the data collected allowed Vue Cinemas to determine the behaviour and preferences of its Super Tuesday members, enabling more targeted and relevant communications to promote future releases on behalf of the Cinema and movie studios.

Understand your customer's behaviour and use promotions to change the way they interact with you.

4. Seek out partnerships where you can develop great synergy.

Partnerships are a great way to reduce the cost of your campaign and reach out to your partner’s customer base. MasterCard, Shell and Disney partnered for a promotion where Shell Drivers Club members simply paid with a MasterCard at participating Shell service stations in the UK for a chance to win one of 48 prizes, including trips to Disneyland Paris, Disney-themed children’s parties and Disney store gift cards.

Seek out partnerships where you can develop great synergy.

5. Ensure your promotions fit with your brand.

Often you see promotions to win a gift card or cash prize. While effective in the short term, it doesn’t help build up your brand in the long term. Your promotion and brand must be aligned. To create buzz on the release of Guardians of the Galaxy 2, Vue Cinemas launched a competition where participants uploaded their playlist to Spotify so that people can vote for their favourite. The participant with the highest votes won a Guardians of the Galaxy prize bundle. In this case the soundtrack was a big contributor to the first film’s success, so it makes sense to use a music-themed competition to promote its sequel.

Ensure your promotions fit with your brand.

6. Exclusivity can be a good thing.

For beloved brands, a prize doesn’t necessarily have to be big and expensive. Sometimes, small prizes can reap big rewards for brands, especially if it’s exclusive and unavailable elsewhere. PG Tips ran a “My Mug” promotion where customers had a chance to win a personalised PG Tips mug printed with their initials. A personalised mug was a simple and low-cost prize that acted as a keepsake on their customers’ coffee tables and kitchen counters bringing instant brand recognition in places where their customers felt most relaxed. 

Exclusivity can be a good thing.

7. Don't be afraid to have a little bit of fun with your brand.

Marmite is a brand that you either love or hate, but those who love it really love it. Unilever tapped into the polarising nature of the brand by running a promotion where customers could purchase a personalised jar for Christmas. It was a hugely successful campaign that connected with their brand lovers and haters.

Don't be afraid to have a little bit of fun with your brand.

Brands can use promotions as an effective way to drive loyalty, interaction and reconsideration. Making sure it is the right promotion is the key.

Next steps:

  • Ovato can help your brand be successful with your promotion strategy – from concept, design and execution to fulfilment and insights reporting.  To check out some of the other campaigns we have managed or to sign up to our newsletters please click here – https://tractionnext.com/promotions/. You can also follow Ovato and TractionNext to get the latest news and insights around integrated marketing.

Next Step

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