A positive experience can result in lasting loyalty and many endorsements, but a poor experience, can almost terminate a brand relationship. PwC Research (global center that provides advice and end-to-end research and insight on a wide range of industries and services) reports that 79% of customers rate customer experience as the most important component of the purchasing decision after product quality and price, which 59% of those consumers would be prepared to use another business after a series of poor experiences. Needless to say, creating amazing customer marketing experiences, are imperative for the success of any brand. Here are 3 marketing experiences that will make any customer feel special.
While contests and sweepstakes have been around for a long time, they have taken on a new life with the growth of the social web. Here are four reasons why.
1. Contests Are a Great Tool for Building Your Fan Base
Whether you are starting with 100 or 100,000 likes, contests offer a proven way to increase that number, sometimes in a matter of days or weeks. A basic enter-to-win sweepstakes with an easy entry is the best option for those just starting out with social media contests or without a large base of fans in place.
2. Contests Enable You To Engage Your Audience
In addition to increasing the number of people who interact with your brand, a contest provides a means to strengthen the connection as well. A user-generated content (UGC) promotion such as a photo or video contest is a great way to do just that. UGC contests tap in to the human drive to compete, and they provide an opportunity for everyone to experience their 15 minutes of fame. Most importantly, when participants upload their personal content (e.g., a photo or story) to your promotion, they are naturally invested in your brand.
3. Contests Are a Rich Source of Data
With the lure of a prize, many people are prepared to share information with you as part of the entry process. You don’t want to introduce too many barriers, but don’t miss the opportunity to learn a bit more about your consumers (i.e., how they heard about your promotion, what their favorite product of yours is, etc.). In addition to collecting data as part of the entry process, you can also learn a great deal from the interaction and conversation that takes place around your contest, so be sure to listen in.
4. Contests Empower Consumers To Do Your Marketing For You
How would you like to have hundreds or thousands of your fans helping to spread the word about your campaign? It is important to have a promotional plan that encompasses multiple marketing channels and with the help of social media, contests will automatically help market your message. If your contest includes a voting component, participants will be inclined to share by asking friends and family to support their entry. In some cases, it is likely to see ten voters for every entry.
IN STORE PROMOTIONS
In-store promotions are highly effective marketing tactics designed to bring customers to your brick and mortar store and build brand or product awareness. This type of promotion is advertised through many different channels, but the distribution method will usually fall into one of two categories: Print and Online Advertising or Point Of Sale (POS) Advertising. Each type of advertising can be used to draw traffic and build brand awareness to your business. Using both methods together will help you capture a larger audience.
Print and Online Advertising
Though it may seem misleading that “in-store” promotions make use of print and online advertising, this is one of the most effective ways to drive traffic to your business location. Have you ever received an email from your favorite retailer promoting a sale that was happening “in-store only”? Is your mailbox stuffed with mailers from your local car dealership promoting discounted tire and maintenance services for a limited time? These are examples of typical in-store promotion materials used by both retail and service-based companies to drive traffic into the store by promoting a certain item.
Point of Sale (POS) Advertising
There are several methods of advertising that can be used to target existing customers once they are already in your store. Let’s say you run a paid online advertisement for your flower shop, promoting 25% off of flower arrangements. That ad will only reach people who are searching the web, perhaps for nearby floral shops.
With POS advertising, the promotion is advertised in store, where customers or clients pay you for your business. In the example above, any customer who walks into your flower shop on their way home from work may see your in-store signage, or POS Advertising, about the promotion and purchase a larger quantity of flowers than he/she originally intended. This is an effective way to use POS Advertising to encourage impulse purchase behavior.
Many studies have shown that the majority of purchases made by a consumer are impulse purchases, or unplanned purchases. Almost 61% of consumers purchase one to three additional impulse items due to in-store promotions.
Retailers have this method down to a science. The end caps of grocery store aisles are strategically designed to grab your attention with seasonal or specialty items. What about when you are waiting in line and you just have to pick up that extra bag if chips or gum? That is exactly POS Advertising.
Some in-store promotion examples:
Offer a temporary discount on popular services
Buy one-get one free sale
Giveaway extra or slightly imperfect stock as part of a promotion
Offer a reduced rate on a monthly subscription plan when you sign up shortly after your visit
Promote a cheaper price on services when they are bundled together
Create customer giveaways
Email customers receipts and give them a chance to enter a giveaway for referring a friend
Include the chance to win a giveaway item if the customer completes the survey found on the bottom of their receipt
Partner with a nearby company whose target market is similar to yours. Offer each other’s complementary services or products at a discounted price. You and the business you partner with can both advertise the in-store promotion to expand your reach even further.
Product demonstration is a very effective way in marketing your product and connecting with your buyers at a very low cost. Demonstrations can either be through free product sample or free trial service. The goal of product demonstration is to let potential customers experience the product. Car dealerships allow potential buyers to test drive the cars to feel the capabilities and power of the automobile. At the department store, cosmetic companies often have makeup artist on hand to showcase how the makeup or cosmetic products can be used on a woman’s face and enhance her beauty. Some groceries and warehouse clubs provide booths where shoppers can sample and taste a showcased product.
Product sampling drives shoppers and consumers to try out products that they may not have known or wouldn’t have bought. With product trials, you can generate immediate sales through impulse buying. Recent studies show that 51% of shoppers tried products they would not have bought as a result of product sampling and demonstration.
This marketing technique allows you to:
Give customers the actual product experience
Demonstrate the superior performance of your product in its category
Show the detailed product features and benefits
Illustrate how your product is used and what it can actually do
Improves brand awareness
Get customer feedback, respond to customer’s questions or concerns and possibly inputs for improving the product
Reinforce a customer’s decision to buy the product
Entice impulse buying
Acquire names of potential customers (if asked to sign-up)
Gives a human touch and better interaction with customer
Remember, when selecting the location of the demo, the nature of the product, the type of audience and the number of your "target" market in the area, are important factors. Here are some places that work best for your experience:
Infomercials and home shopping shows on television
Store, such as boutique, department or grocery
Print ads, Newspaper ads, video ads, television ads, infomercials, social media ads are few types of advertisements that can be considered a product demonstration.