Morrisons recently heralded the rise of the professional shopper
and attributed their recent uplift in profits to the phenomenon.
Cited as being evident over the last 8 months or so,
Professional Shoppers look hard for bargains and
then share their discovery on social networks.
So, those are the two main ingredients - but can we make
the Professional Shoppers similarly motivated by
sales promotion and sharing those online?
The answer of course has to be yes, otherwise we may as well
pack up and go home. Mosaic Marketing has some suggestions to stack
the shelves in your favour:
- Fundamentally you need a good promotional
idea. Not rocket science but we see so many campaigns
dull formulaic and uninspired. A simple, appealing, relevant
and (ideally) innovative mechanic around which to build a social
media buzz. Take a look at some Facebook campaigns on
PromoWatch for inspiration.
- Make it as easy as possible for consumers to
do the hard work for you: a) host the campaign on Facebook for
starters, b) Do whatever you can to get consumers on your website -
use QR Codes, SnapTags or short URLs on packaging, display
- Once on your website facilitate easy sharing,
tweeting, liking and even Pinterest in your campaign
- Incentivise sharing if possible. For prize
draws give extra entries for friend referrals, reward any
interaction with your brand on Facebook - but beware. Soon you
won't be able to link your main page image with a call to action
(like liking for instance). But as we've explored many times,
being liked on Facebook isn't the be all and end all of Social
- Keep up with Facebook rules. It's a constantly
evolving beast and you don't want the rug pulled from under your
well laid plans