So your brand is running a major giveaway. You’re probably looking for a quick spike in sales, maybe snag some Facebook likes and twitter follows in the process.
Hey, nothing wrong with that. But you can do a whole lot more.
By plotting out your whole promotional year in advance, you can get significantly more out of your promotions. We’re talking real, serious increases to your ROI. The trick is planning it out long term.
First of all, there are two really obvious benefits to planning your annual promotional calendar early:
- An agency can help you with planning and timing right off the bat so you can know when every promotion will launch and end without stress and concern.
- Any reasonable agency will give you a discount on their fees if you plan a full year’s worth of promotions at once.
But if those reasons aren’t good enough, there’s a few other things long-term planning can nail down.
With a year of planning, and early promotions feeding into later ones, there’s so much information you can glean. You can have early year promotions which encourage consumers to build profiles of their purchase preferences, so later promotions can target them more effectively. You can optimize people’s promotional experience once you know more about them. Planning for the whole year allows you to gather, consolidate and use all that data to get the most out of your year.
Ease and reliability
When you have a year plotted out for your promotions, you can ensure that things like your Loyalty Program database, e-store and POS are all properly integrated with your promotional agency’s, so they can track and monitor all the data better. You can re-use a significant number of tools once they’re built in to your back-end. It’s significantly easier to set up processes you’ll need for the year if you plot out all your promos at once.
When you know your promotion launch dates well in advance you have the opportunity to integrate calls to action into your various other media. For CPG clients that means putting a PINs on their packaging, for retail clients that means putting codes on receipts. For digital promos to be truly successful, you need to be able to integrate all your avenues. It’s hard to set up POS to work with your promotion, or get ads for it in your flyers and email campaigns when you don’t have an annual plan.
Partnerships with other sponsors are an excellent way to bring the cost of promotions down. The tricky part is that most partners will want to see your media plan before they buy in. Partnerships take a long time to build and nurture, which is hard when you’re facing quick deadlines and last minute promotions. With a year-long promotional plan, it’s a lot easier to attract and maintain partners, and make sure you cut down on cost.
A planned annual calendar makes getting the most out of holidays and events a breeze. Once you have the aforementioned data from early year promotions, you can target consumers so much better when it comes down to major purchasing seasons. Early planning also helps your agency know your annual hot spots so you can always have the most innovative, solid solutions.
Basically you can turbo-charge your year by plotting out promos in advance and always thinking about the future. Plan for the long-term and watch your ROI skyrocket.