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How do I plan a marketing campaign?

Are you looking for ways to get your loyal customers back into your store that don’t cost a lot of money or time? Multi-touch marketing campaigns bring your customers back–with their friends–again and again.

 

Plan Your Campaign

The first step to a successful marketing campaign is planning it out.

Define Your Goals

Set attainable goals from the beginning and then plan out how you’re going to achieve those goals. Ask yourself these three key questions:

  1. What do you want your customers to do?
    This is the driving idea behind the campaign. For example, “My goal is to generate an additional ten thousand dollars in sales during the holiday season.”
  2. How will you measure success?
    Metrics could include your overall sales numbers, customer check-ins, or discount code redemptions in your POS system.
  3. Which of my products do I want to promote that aligns with this goal?
    Will a specific product or line of products help motivate your shoppers to take a desired action toward your goal? If so, you can build your campaign and messaging around that.

Choose Your Incentive

Next, choose your incentive. What is going to be your primary motivator to get customers in the door? Loyalti allows you to send out two different kinds of communications: Offers and Announcements

  1. Offer campaigns include a price incentive, such as a discount or Buy One Get One Free.
  2. Announcement campaigns are not tied to a price reduction. For example, giving your loyal customers early access to new inventory or inviting them to a special in-store event would be considered an Announcement campaign.

 

Connect Goals & Incentives

Now, tie your incentive to your goal.

At this point, your plan is really starting to take shape with specific success metrics and detailed steps to get there. 

Craft Your Message

The last step of the planning process is to get clear on all the details of your message. In a Word document or on a piece of paper, write out all the details that your shoppers will need to know.


  1. If you’re sending an Offer, this will include the exact percentage or dollar amount off, which items are eligible, and the expiration date.
  2. If you’re holding a store event, get specific on the date, time, location, and info about what shoppers can expect when they arrive.