This post is sponsored by Trumpia.
Each year, big box retailers and other large businesses seem to push the holidays on us earlier and earlier. This always seems unfair for smaller businesses that might not have the resources, budget or wherewithal to start their holiday promotions months in advance.
The good news for businesses of all sizes, however, is that in today’s increasingly social business landscape, consumers are starting to pay less and less attention to the glitz, glamour and overbearing vibe of conspicuous holiday marketing.
Mass media has been increasingly giving way to a new trend. It is one whereby businesses directly contact consumers, using approaches that involve them more interactively, and promotions that are increasingly timely and targeted.
Here are a few SMS and Multi-Channel Marketing tips to help you make this holiday season matter when it comes to winning the attention of your ideal customer. You’ll have a lot to gain because you will distance your marketing from those annoying holiday direct mailers and flyers that seem to arrive just as the leaves barely begin to fall.
1. Focus on deals
An economy in the doldrums and the barrage of information available today are enough to make anyone’s head spin. So you’ll want to focus your SMS marketing, email marketing and social messaging on what’s likely to be most effective — coupons or offers that provide the deal of the week for exciting products or services. Optimize your website for both computer and mobile shoppers so that they can quickly navigate to your sale items, or be led to your special offers from your SMS text, email and status updates on Facebook and other popular social media sites.
2. Make it easy for customers to opt-in to your marketing database
Make sure you take advantage of the opportunity to capture information from people while they are reviewing your website or Facebook fan page. By placing a QR Code on your site, you can make it fun and easy for them to use their cell phone to take a simple picture, scan and then automatically opt-in to your mobile text marketing database. Add a contact collection widget (a small embeddable program) on your page to collect email addresses and phone numbers. You can also set up a mobile keyword, fun voting event or interactive alerts to encourage people to sign-up to be included in your database. All of your traditional marketing materials such as posters, flyers, and print advertisements can prominently display how to opt-in to receive alerts about your events or engage in a continuous relationship and conversation with you. These are all sure fire ways to increase the likelihood of a greater response rate and more in-store traffic the next time you send out a campaign.
3. Orchestrated timing is everything
Relying solely on your email marketing campaign that you send out a week before your sale — especially when it comes to important retail events like Black Friday — is a sure fire way for it to get lost in the shuffle. Instead, consider sending out multi-channel messages to increase your audience’s mind share for your products and services. You need to touch your audience multiple times before your message achieves any level of priority placement in people’s minds.
Send a blanket email campaign 10 days before your event. Then, post a social media update a few days later. A picture text message can also add to the excitement. You can even send out an instant message or SMS text message with a coupon a few days prior and, again, first thing in the morning on the day of your sales event.
Remember, when it comes to a popular shopping day like Black Friday, Cyber Monday and even the day after Christmas, your customer will have a lot of choices. Separating your sale from the holiday rush by holding your event again on a different day is another way you can gain a unique competitive advantage this holiday season.
If you haven’t already done it, you’ll want to incorporate your SMS text and multi-channel marketing campaigns into your overall marketing action plan for the holidays. Using software like Trumpia’s All-In-One, Multi-Channel Marketing platform, you’ll be well-equipped to deck your halls with greater foot traffic, customer engagement and sales conversions.
Orchestrate campaigns across SMS text, email, IM, voice broadcast and social media messaging. And you just might watch your revenues go through the roof.
This post was written by Ken Rhie, CEO and co-founder of Trumpia, the only All-In-One, Multi-Channel Marketing platform, and an active management participant for start-up companies in Silicon Valley and Asia. Ken also serves as a featured speaker at venues including universities and conferences and on topics such as the Ten Most Common Mistakes of a Startup, Silicon Valley Marketing Checklist, and Writing a Business Plan for Successful Funding.