12 Reasons Why Your Promotion Campaign May Not Be Working

12 Reasons Why Your Promotion Campaign May Not Be Working

Did you know,

That people between the ages of 18-49 have 29 ‘brand friends’ on social networking sites.

39% of these people regularly interact with these brands and companies they are following on social networking sites

These statistics show us how important it is to get your brand on social networking sites – not only to maintain and update your current customer database, but to build a bigger one.

56% of people aged 18-49 believe brands are very effective in getting our attention on social media

How are brands effectively getting our attention? Well 24% of people follow brands so that they can get a deal that is offered – For example ‘Like’ us on Facebook to receive 10% off your next order!

These brand offers are what we call Promotion Campaigns. Promotion campaigns can vary from giving away one of your products, offering a percentage-off coupon/ $ amount or even some freebies (depends on how generous you are feeling).

Promotion campaigns are a great way to spice up your Facebook page, grow your email list/ customer database, engage with your customers and build up your following.

However this type of marketing is not always guaranteed to be successful. If you tried one of these promotion campaigns on your social networking sites and were met with a rather poor response –  in other words, people saw your promotion page or tab, but they didn’t subscribe you may not be doing it right.

Here is a list of the things you might be doing wrong.

12 Reasons Why Your Promotion Campaign May Not Be Working

1. The grand prize is not attractive enough

2. The grand prize is very attractive so people think that they have small chances to win, as the promotion will be very popular

3. You give away an i-gadget. Giving away an iPad may be risky as a lot of fake competitions and promotions are trying to get data with the promise of something known and valuable

4. You use stock photos. The problem with stock photography is that they are over used, some by very shady online properties and of course, people know they cost around $1

5. You ask publicity from the winner, and maybe people don’t want to share their ‘incredible weight loss story’ or ‘fat bluster treatment’ with their friends.

6. The promotion lasts too long, so people think they have plenty of time to enter and then they simply forget after a while as there is no sense of urgency. In sweepstakes (when people may win something) 5-9 day is the ideal length. In contests (when voting is part of it), 14-20 days may be enough. The time left to enter should be visible!

7. People don’t know what to do to enter. The call to action message is missing, or the design is not clear on what to do

8. It takes time to enter because the entry form is too long, people will only give you a few minutes of their valuable time (and that’s only if they are interested)

9. People get error messages, so they give up trying. The app has technical issues

10. The entry is geographically restricted but you are promoting it all over without any segmentation

11. The terms are too complex or you are not providing sufficient information

12. Other unexpected things happen like a blackouts, the user got distracted by a shiny incoming email, etc.

 

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An Example of a Successful Promotion Campaign:

Sephora’s – 15 Days of Beauty Thrills Facebook campaign in 2012

In order to drive traffic to their social media sties, Sephora rolled out their 15 Days of Beauty Thrills sweepstakes. Thrills (such as $5,000 shopping spree at Sephora, a Fiat decked out with a Gucci interior, a trip to Paris, and more.) were given away to those who participated via Facebook, Twitter and Pinterest. On Facebook, fans were able to learn about the next day’s thrill at midnight, encourages people to “Like” the Brand Page in return for these exclusives.

The campaign was a success – the fan base grew six times the normal rate, and there were more sales linked to the Facebook than ever. Website traffic was also up.

Why this is one of the best social media campaigns of 2012? Because Sephora created a sense of exclusivity by offering insights and special deals to its Facebook fans that they couldn’t get anywhere else. The brand offered highly compelling incentives for participation and capitalized on the interests of the target audience. Furthermore, the campaign leveraged partners that could help amplify the message of the campaign, and the entire experience was social; users could share their experiences through Facebook to create a viral effect.

What should you take away about promotional campaigns,

  • Choose the proper grand prize
  • Set the timeline short and visible
  • Clear call to actions about where & what to do to enter

 

Want to do a promotional campaign for your brand but not feeling confident it will be successful? Never fear, FRANk Media is here! If you would like assistance in managing your social media marketing don’t hesitate to contact us on: 03 8517 2000

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