Ticketmedia can have your national or local branded or public message campaign up and running very quickly. Although Christmas is just around the corner, our in-house, all-in-one process can deliver results in the run-up to the New Year. Christmas is a perfect time to discover out-of-home marketing formats to reach a wider audience. Ticketmedia has put together our take on the 12 days of Christmas to outline our 12 top tips to campaign success, based on the way we work.
On the first day: Set your objectives
Ask yourself what you need your campaign to achieve. Identifying what results you’re looking for and knowing what success looks like is imperative to the formation of any campaign. Set clear objectives at the beginning of your campaign development that you can refer back to the campaign. You’ll also be able to benchmark against them when you come to do your post-campaign analysis.
On the second day: Perfect formats
Analyse who buys your products, where they are and how they get around to decide upon the right format that will complement your brand and reach your target audience.
On the third day: Competitor analysis
Whether you’re a national business or an SME, it pays to keep an eye on what your competitors are up to. There are some key ways to analyse your competition: review the range of products they offer, their advertising and their tone of voice both offline and online.
On the fourth day: Create your communication campaign
Once you’ve set your objectives and done your research you can make a start on the creative aspects of your campaign. Develop a creative message that will stand out and resonate with your target audience. Make the most of this busy time of the year by extending your campaign window as far as your budget can stretch.
On the fifth day: Digital integration
Follow up your early marketing activity on your platforms by combining your out-of-home ads with your digital channels through email marketing, PPC campaigns and social media engagement to spread your message. Remember to keep branding consistent as you migrate your copy to other platforms.
On the sixth day: Monitor reach
Get your hands on early campaign results to build up a picture of which elements of the campaign are performing best and, if you are using a promotional offer, how many redemptions you’ve had. Developing a strategy for your next campaign relies upon these insights at every stage of the process, so stay proactive!
On the seventh day: Think ahead to the New Year
OOH formats can continue to promote your message after Christmas. Consumers may have saved your details from a street billboard or retained a ticket that either has a valid promotion or public message. Thinking ahead to the New Year before you wrap up an existing OOH message ensures advertising continuity or support that makes a long-lasting impact.
On the eighth day: Respond to feedback
Campaigns by nature are dynamic and engaging. You want people to interact, perhaps in a completely new way, with your brand, and you want to build upon these interactions to nurture loyal customers. This is why responding to customer enquiries and feedback is so important at this stage.
On the ninth day: Thank, remind, engage
Out-of-home formats reach people on the go. They can be a great way to connect with a wider audience for any campaign, but that engagement must be maintained to make an impact. Remind, thank or interact with consumers digitally to develop an integrated approach.
On the tenth day: Wrap it up
Your campaign has ended, now what? There are a few things you can do increase conversion: post an update to your digital channels to let customers know that your vouchers will no longer be available but that you have other campaigns and offers in the pipeline.
On the eleventh day: Measure your results
Setting up a path to conversion as part of your strategy will ensure that you have enough call-to-actions feeding into your sales funnel to measure success effectively. Go a step further by rolling out market research after your campaign to gauge its reception amongst your target demographics.
On the twelfth day: Discuss your next campaign
Review your campaign results to really assess what has worked and what hasn’t to build a clearer picture of how to execute your next campaign. If the campaign has been a success, strike while the iron is hot and build on momentum by booking a follow-up campaign as soon as possible afterwards.
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