Every business must have a game plan to ride the wave of consumer demand and spontaneous spending driven by the festive season. This demand occurs in two bursts, the first ripples can already be felt by the discerning business owners and marketers, and the second wave is the back to school / back to work swing, a depressing but necessary reality . Several factors make it an imperative to have the right tools and campaigns live or ready to go live at least sixty days before the peak times;
- Schools are closed making for a larger audience to interact with (children hold a great sway in the spending patterns of their parents)
- Annual bonus remittances to the lucky few 🙂 (for some this is always viewed as money to burn)
- A general dropping of the guard on spending, after all the new year comes with its own blessings right?
I will talk through 3 dead-simple technology supported channels that you can use to drive foot or click traffic.
Traditional messaging via SMS remains one of the simplest ways to engage customers who have patronized your business over the past months. It is beneficial to have a Customer Relationship Management system regardless of the size of your operations as this will help you filter, mine insights to ensure you reach out only segments of your customer base that will likely respond. There are numerous localized cloud platforms that provide this on monthly subscriptions. If onboarded in line with best practice for mobile marketing, you can export your customer data onto a messaging platform if your CRM does not provide for it and create personalized copy that will activate your already engaged customer base. Key is to think of mechanics to increase their average spend for their visits during this season. Short codes can be used to run prize promotions linked to product or service purchases. Prize promotions such as this require a betting license which needs to be submitted at least thirty days before you wish to begin.
Over-the-top (OTT) platforms such as WhatsApp and Viber can be used to leverage network effects that would see a coupon or catchy advert for example shared among friends. There are currently challenges with OTT platforms, that can only be scalable addressed by official API’s, not available currently that would help with tracking metrics such as virality and adding value to loyalty programs where they exist.
Email remains a darling channel that if used well allows for the communication of more information that coupled with the use of audio visual elements and gamification will flick the network effects switch that has the potential to generate hundreds if not thousands of highly qualified leads. Spam is still a major nuisance so steer clear of purchased lists.
If you do not have a process of capturing user attention and data to energize sales or promote new product or service offerings on demand, get started now to seed your opt in customer databases and ramp up your visibility. Your bottom-line will thank you in the future.