![]() ![]() Driving engagement on mobile and encouraging product trial can easily be done through a 3 rd party app or through your paid media, showing the consumer where they can buy and making it easy for them to prove their purchase using their phone to receive their reward. Consumers are increasing their use of mobile when planning a shopping trip or making FMCG purchase decisions. One successful way of inviting consumers to trial your new product is via mobile. If you are introducing a new product to consumers your primary objective is likely to be generating product trial. This is measurable and has the advantage that of being flexible and measurable. Consumers print at home and redeem in-store or snap their receipt and get a rebate. A very effective call to action in this scenario is a mobile or printable coupon. Many FMCG campaigns have a digital element. It is therefore essential that brands select the right activation method to achieve their objectives. For example, how many samples were requested, how many coupons were redeemed or how many app downloads were achieved. In today’s competitive marketplace Key Performance Indicators are often set for the activation element of the campaign. The process of turning brand or campaign awareness into action is often referred to as campaign activation. The efficacy of promotional campaigns for an FMCG company can be greatly influenced by the choice of call to action. Categories Advertising, Customer Experience, Strategy & Operations Share: Campaign Activation – Which Method Is Best For Your Brand? ![]()
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