Some form of marketing is always key to the success of any business, no matter how big or small. Where so many people go wrong, however, is in choosing the type of marketing that works for their company. Any campaign needs to support the requirements of the business and needs to have a carefully formulated strategy; it’s not just a case of getting your name out there, you need to grab the audience’s eye, engage their interest and elicit some kind of emotional response for your campaign to have any meaning.
The options are endless; out of home (OOH) marketing, digital marketing, PR, TV and radio ads are all very viable routes to market, and each brings something unique. However, marketing guru and managing director of Lumen, Mike Follett makes a very valid point when he says “just because an ad can be seen, doesn’t mean it has to be seen”. With this in mind, it’s crucial to formulate a strategy that focuses on what is actually right for your business, rather than picking a marketing strategy for the sake of it.
We have successfully delivered more than 12,000 campaigns and know what works
So, without further ado, we want to share some tips with you to help you make the most of your ticket marketing campaign.
Less is more, in all cases
It’s great that you have a lot to share about your business, but bear in mind that people in an OOH environment are on the go and you have to grab their attention right away. Don’t try to tell them everything about your business; instead use your ticket marketing campaign to pique their interest. Use a few choice words that will communicate an initial message and intrigue audiences. According to our research on ticket and receipt advertising, if the message includes a voucher 95% of people are likely to redeem it! If it includes a call to action (CTA) such as encouraging people to visit your website or social media pages, your campaign should inspire them to find out more for themselves by visiting these channels when they have more time to do so.
It’s great to include contact details but don’t go overboard
Pick one point of contact, preferably the one that you’re already using the most, and use those details only. In other words, don’t include a website, phone number, email, address and social media channels. This would take up a lot of valuable space and probably won’t get read. However, if your campaign is aimed at promoting your social media activity then obviously, including those channels is absolutely essential.
Don’t use bright colours for the sake of it
An incredible amount of research has been done into the role of colour in advertising. To make your message really pop, contrasting colours work incredibly well. Layering colours should make the message stand out and easy to read. If the colours you choose don’t blend together, you could end up with a design that is uncomfortable or difficult to read; this means that your eye-catching colour isn’t really serving its purpose
Consider the psychology of the colours that you’re choosing too. Because it’s crucial that you elicit an emotional response for your message to stick, make sure the colour you choose communicates the right kind of emotion to fit with the message you want to deliver.
Break through the visual clutter
Design is crucial for this. Because audiences are now hyper-exposed to advertising messages everywhere they go, it is easy for them to become desensitised to them. Colour is one great way of standing out and it’s great to use imagery too, as long as it’s relevant to your company and your message. Ticket marketing with a short, concise message, great imagery, the correct colours and a bold design is bound to be successful.
Part of planning any successful marketing campaign is determining your target audience
Whoever they are, you need to consider their age, their interests and most crucially where they will be. It’s no good having a campaign in a place where your target audience is never going to go. Keep a close eye on audiences, and competitors and adapt as necessary.
Coordinate your ticket marketing campaign with other marketing to create a lasting impression and an on-going presence
An integrated approach is, more often than not, the best road to take when devising a marketing strategy. By using a consistent and strong brand identity across the board you can maximise exposure and audiences won’t forget your business in a hurry. Ticket and POS receipt advertising is also highly effective at supporting your online presence and works alongside other digital activity. Experiment with different combinations, whilst bearing in mind your target audience to see what works best.
Don’t steal ideas from another campaign
You might think a particular marketing campaign works really well, but the reason for this probably lies in its originality. Instead of imitating that campaign, think about what makes your business unique and come up with an original marketing strategy that people will associate with you and your brand, rather than another company.
All good campaigns break the rules
Once you know the rules of marketing, it’s OK to break them sometimes. Creativity is the most important thing in devising your campaign, so don’t be afraid to go against the grain. But only if you’ve got a really strong concept. By breaking the marketing rules with a bold design or punchy message, you’re far more likely to be noticed and remembered by your audiences.
Ticketmedia are globally recognised experts in devising and implementing ticket and POS receipt marketing campaigns. To see what we can do, or to explore the potential of ticket and receipt marketing for your business, get in touch with us on 0800 0286778 or enquiries@ticketmedia.com.
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