Reasons why brands should not fall into the ‘National Day/Week Month’ trap
Let’s face it. We have all been there. We have been a bit lazy with our content and have referred to the National Day calendar to come up with some loosely related content to fire up sales campaign ideas with a timely hook.
Well, I hate to be the bearer of bad news … or maybe good news, for those of you who are like me and sigh when you see a mismatched leap onto the national day bandwagon. But, the days when you could get away with this slightly sloppy marketing tactic have gone.
It is time to chalk those sales campaign ideas up as ‘experience’ and go back to promoting your business and its values in a way that really resonates with your audience.
In this blog, we go through five steps to wean you off the National Day calendar to keep your sales campaign ideas unique to you and relevant to your target audience.
Five steps to sales campaign success:
Step 1. Who are you?
If you do not know what your business does, what you offer, the company’s values and how you want to be perceived, it is no surprise that National Days are a tactic of choice.
This is because all of the above points are crucial to know inside and out before you put any content, marketing or sales plan together. Your, stakeholders, staff and any third parties need to know all of those things too. This is so you keep the message and customer experience consistent, regardless of where that customer comes into contact with the brand.
Step 2. Who is your ideal customer?
No one appeals to everyone — no one. Knowing who your ideal customer is means that you know where to find them, how to talk to them and, more importantly, what type of campaign would appeal to them.
If you have been in business for a while and haven’t yet done this exercise, look at who you are working with currently. Are they who you initially thought you would be appealing to? Do you want them to be your customers or are you trying to connect with a different type of person or business? Sometimes, targeting the wrong customer actually helps to define who is your ideal!
Step one will have helped you to look at who you are as a business and your values. This leads onto looking at what type of person and demographic is in line with those values. These two vital steps are needed before you can formulate focused and integrated sales campaign ideas.
Step 3. What are your goals?
Sales campaign ideas should be generated around a goal – not the other way round.
More sales is probably the most common business goal. But, sales of what? And how are you going to achieve this? Within this massive goal of more sales, there will be smaller goals to support this. For example, you will need to grow your email subscribers, social media reach and more. So, break the down the overall goal into smaller activities and objectives.
Step 4. Brainstorm
Now you know what you want to achieve, it is time to look at how to do it. Although we advise jumping on the National Day bandwagon with caution, there will be dates in the year which are perfect platforms for businesses to market themselves from. However, these should be perfectly planned and executed – not lost amongst the other National Day sales campaign ideas you cobbled together at the last minute, which can inadvertently turn off your audience.
The key is to make these seasonal campaigns more than just another Christmas/National Sausage Week/Black Friday campaign by weaving your own authentic voice and USP into the messaging and coming up with something that can help your business to stand out in the crowd.
Around these seasonal, and usually annual, campaigns, don’t ignore dates that are special and unique to your own business. For example, business anniversaries or event appearances can be simple but effective sales campaign ideas without fighting for centre stage at typically busier times of the year.
Step 5. Resources
With a year’s worth of sales campaign ideas worked out, the last step is to look at the resources you will need to carry them out. This includes time, staff, expertise, collateral, marketing avenues and budget.
Don’t underestimate the time and effort that goes into planning a well-executed campaign. If anything, the planning should take the longest amount of time in the whole process. Don’t forget to plan in a campaign analysis afterwards too. This also takes time. If you work in an industry with long-lead times, you need to wait for the data in order to do this. But, that doesn’t mean you can’t be tracking elements as they are carried out. This is vital to work out whether it was all worth it and how elements can be improved next time.
In our experience, having a team of experts to help build the strategy, so that the tactical elements can be divided and conquered, is key. It is also best to do this as early as possible. Why? If you want there to be an element of PR, you need to do the prep work and know lead times for your target media. Designing logos, leaflets and brochures all takes time too, not forgetting the print times. If you are hosting an event, make sure that the venue, speakers, guests etc have as much notice as possible to allow it to go off with a successful bang.
So, make sure you have the people, a plan and enough time to make your sales campaign ideas come to life and produce results.
There you have it – five steps help you put together unique sales campaign ideas for your business and to stop relying on loosely connected National Days to fill up your content and sales plan.
Need help to find your unique voice or to put together a campaign for your next promotion?
The first step is to book a meeting with The Typeface Group.
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