How to build sales promotion content
Director - Mosaic Marketing
Budgets are squeezed in these straightened times and with so
many online resources at your finger tips, you may be tempted to
build your own sales
promotion content? Here's how Mosaic Marketing does it.
Build up a
comprehensive black book of contacts in the leisure, lifestyle and
promotions industry over several years - the longer the better.
These relationships will be your lifeblood, some you might one day
call friends. When timing is tight (when isn't it?), you want to be
sure that they'll always take your call and trust that you're
calling about something worthwhile.
Ideally you'll have a state of the art integrated relationship
management system to keep track of all your correspondence not just
for your benefit but your colleagues as well.
Once you've decided on a theme for your
content, you'll need to do a feasibility study. (It's worth a
little effort to achieve a high level of confidence in delivering
your proposition before you get it signed off by the CEO. It saves
red faces later). If it's a single partner you're after you'll
hopefully have them in your black book. If not Google can sometimes
give up the name or you could even try and connect on LinkedIn.
Most big companies operate
a 'no names policy' so trying to get past a gate-keeper or
receptionist can be a thankless task. It's here that a good black
book is invaluable.
If you're going for something more unusual, or with a number of
independent partners, the options are extensive. You could buy into
an existing programme but that can mean paying a premium price for
an inflexible generic solution. The alternative is to sign up
partners yourself. So, how many do you think you will need? It's
statistically proven that people travel less far for personal
services (like hair cuts and beauty treatments) than general
experiences like a family day out.
As a rule of thumb we would suggest that you need at least 300
venues to give good national coverage across the UK - plenty of
chains claim good coverage with fewer.
If you haven't put
together such campaigns before you'll need to go about sourcing a
database of partners. You can buy them from list brokers, trawl
public directories online (which won't normally reveal names) or
approach an industry body (if there is one). Industry bodies can be
invaluable but you can never second guess matters of policy which
might preclude them from working with you.
However you get your data, it's worth bearing in mind that not
everyone will say yes to your opportunity. (Yes, unbelievable we
know!) Sign up rates vary but you should make allowance for as few
as 1 in 10 saying yes.
purposes a simple topline expression of interest can often suffice
but we'd feel safer with a firm yes in writing; after all it's your
neck on the line if they end up saying no. If you're actually
building the promotion for real, then you absolutely MUST get every
venue to sign a contract. If you can't produce a contract for every
single location then you have no course for re-dress if something
The contract needs to be legally binding and enforceable. It
should spell out the nature of the offer / prize being provided by
the partner and document an example of the promotion's Terms and
Conditions. ALL terms and conditions should comply with the
prevailing Committee of Advertising Practice (CAP) Code which
governs our industry. This can be conducted by the IPM Legal Advice
Service, PromoVeritas or a reputable promotional lawyer for a
When you're approaching a prospective partner it is imperative
that you command their attention - chances are it won't be the only
opportunity in your prospect's in-tray. If they recognise your name
(or your company) and worked with you before, their trust in you
will move you up the pecking order.
The resource you
devote to telesales depends on the scale and nature of your
promotion. For dining promotions you may need to work restaurant
hours to get hold of the right person. In our experience, it's
always better to hit the recruitment as hard as possible from the
outset to generate maximum momentum. Your confidence in the
promotion will grow and so will the confidence of your team, which
is highly infectious. Partners are going to be far more interested
in joining a promotion where there is an air of demand and
desirability, rather than utter desperation.
When you approach 80% of
your target, you should plot a coverage map using robust
geographical visualisation software. This will allow you to view
your participating venues by category, by region or perhaps in
relation to stores where your products are sold. Use measurement
tools to quickly assess lighter areas and allow you to focus your
final recruitment effort.
Your promotion will inevitably benefit from a supporting
microsite. In many instances this will need to integrate with your
parent site (and potentially your partners too), provide a mechanic
for participating in the promotion and the all important venue
Bear in mind that higher
than anticipated traffic will influence server bandwidth, support
and recovery procedures, backup capacity and may even breach the
daily limit of your mapping service so have contingencies in place
to avoid service interruption. Development of websites can form the
critical path of your project so it's important to get your
specifications clearly defined from the outset.
Before a campaign can go live you need to source and compile
logos, artwork and copy from all venues - a time consuming
exercise. You may even need to improvise generic artwork or draft
copy yourself to ease the process and facilitate the smaller
If you plan on running this activity again or you need to
measure campaign performance you will need to implement some means
of redemption tracking from the start. Every partner or brand owner
must sign off and approve all artwork that features their brand.
Again, this should categorically be in writing as printed mistakes
can be costly. You will need to develop a comprehensive briefing
pack for every element of the customer journey: staff at partner
venues, customer services and staff at the retail outlets carrying
the promotion. Verify that the briefing packs have been received and
staff have been briefed or all your hard work will be for
Once the campaign is live
be prepared for customer service enquiries. The volume of calls
will depend on the exposure of the promotional offer, whether you
have a technical aspect to participating in the promotion and how
well you built it in the first place.
If you've laid the foundations right you should receive very few
calls about the content itself. More often than not you will have
people struggling to use their computer to access a website or
print a voucher.
Therefore ensure that your customer service function is
technically proficient, polite and above all patient. Remember your
responsibility is to ensure the best possible customer experience
at all times.
If you handle a problem call well you not only diffuse a
consumer's frustration but you can turn a potentially negative
experience into a positive interaction with your brand.
So, if you don't want to
wait a few years to develop an enviable database of partner
relationships or risk your money working with an inferior supplier,
get in touch
with Mosaic Marketing, the award winning professionals. Of
course every company is going to claim they're the best at what
they do, but in summarising our award category, the IPM declared that 'for a service partner to be
singled out in a nominated campaign means they are themselves
amongst the best in the UK, if not the world.'
Feel safe in the knowledge that Mosaic will take on all the
hassle, frustration and attention to detail required to make your
promotion succeed, while you concentrate on the bigger picture.
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