Aviation Leadership and Management Skills Development – Developing Promotions
Introduction – Achieving Marketing Success through Promotions
Without a doubt, promotional marketing is a key driver to successful sales & never more so than when we are considering the online sales potential of our business.
Delivering customer satisfaction through the medium of a bonus, benefit or discount provides an opportunity for improved customer engagement.
Used carefully such strategies can drive both sales and improved return on investment ROI.
The more successful our promotion strategies, the more we will be able to increase our level of engagement as well as the conversion of our products and services, achieving business growth.
Important Note – When considering promotions always focus on the customer benefits and not on the features.
» Means not why we are good but why this offer will make you feel good – What is the customer positive from this offer?
Understanding Online Advertising Terminology
Promotional marketing metrics are very important factors so we can understand how cost-effective is our brand development spend. Data can also support the development of improved strategies.
Clicks – physical clicks leading to a webpage or landing page.
Impressions – The number of times you have displayed your content. (Doesn't need visitors to click on the content.)
Reach – Total No of persons who have seen your content.
Engagement Rate - Divide the number of interactions by the number of Account followers.
Conversion rate - % of page visitors who actually clicked through.
Quality score – A Measure of the Value of the Following:
» Keywords,
» Advertisements,
» Website Traffic. (The score goes from 1 to 10. & 10 is considered the highest.)
Total spent cost - Total amount paid to manufacture a product or achieve an outcome.
Cost-per-thousand impressions (CPM) – Cost for one thousand impressions on his/her Web page.
Cost-per-click (CPC) - Amount of money for 1 single click of an advert.
Cost-per-conversions (CPC)- The cost to convert a customer to an offer or proposal.
Average cost-per-acquisition (CPA) – Cost to convert a visitor into a customer. (used to support the measure of ROI)
Return-on-advertising-spend (ROAS) – How profitable is an advertising campaign measure of performance and efficiency.
Developing Your Promotional Strategy
We need an actionable plan which will enable us to influence our audience:
» To Generate Leads.
» Boost Customer Engagement.
» To enable us to visualize both our marketing strategy and chosen communication methods.
» Who will be our audience?
» Timing of the delivery?
A Positive Note
A good level of conversion occurs when we can create an emotional connection and generate real interest in our offer.
Using the correct Descriptors
» Benefit Rich Headlines to connect with the audience.
» Can we trigger a fear of Loss? (Fear of Missing Out – FOMO)
Focus on the Offer and Outcomes
» Create an offer that incentivizes the desired outcome.
» To Drive increased market presence, long-term customer engagement, and brand loyalty.
Considerations Related to the Creation of Unique Promotions
The challenge to be seen as “different” simply delivering conformity will not drive up success – quite the opposite!
How to be successful?
» Create fun around the product or offer.
» Promote without competing.
» Avoid Sales and choose events.
» Connect with “fun” so that your offer gains traction.
Building a Data Base of Promotional Projects
» Build an Archive of all Past Projects.
» Build an Archive of Successful Projects – Develop Metrics to Measure Success within our Organisation.
» Create a folder where we can keep ideas – for Brain Storming / Evaluation & Development.
Developing Brain Storming Strategies
» Perform post-project evaluations.
» Pay particular attention to the rationale of successful Projects.
o Why did they drive traffic?
o What did not work so well? (To be able to eliminate or change approach)
Next Steps
Please email team@sassofia.com with any comments, questions, or suggestions.
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