There’s no better time to refocus and redefine goals and strategies than at the end of a year and start of a new one. New beginnings have a way with easing the growing pains of transition making them a bit more acceptable. Dukky has learned a lot in 2010, along with our customers. Each campaign provided us valuable data to better execute and equip resellers and clients with the tools that ensure success in each campaign.
I’m a big advocate of learning from other’s mistakes and successes in life. I do not need to have a first-hand experience to recognize the real value of the lesson from that experience. We try to keep this practice as a vital part of our business model in order to equip our clients and campaigns with their maximum potential by keeping track of the great, the good, and the not so fabulous. So, what did Dukky learn this past year? Take a gander.
The Lessons of 2010
1) We are reaching an interactive audience. Consumers are active and engaged. We saw a continuously increasing level of engagement from consumers across industries throughout various campaigns this year. Businesses that fostered their online life and presence and added sharing technologies to their outreaches saw an overall growth in numbers to lead generation, customer database, sales, and ROI. All by harnessing the power of their active audience.
2) Influencers are your greatest assets. Identifying the influencers in campaigns was not only a way to generate more leads but a way to build community and increase customer retention by placing value on those who are able to carry your message to their peers. This year our clients have not only identified their influencers but developed loyalty programs from their new list of valuable customers. By uniquely engaging and rewarding their influencers, it resulted in increased reach, customers, and conversion.
3) Cross channel marketing took on a whole new meaning with the ability to funnel all mediums into one portal (microsite) for enhanced tracking and analytics. Being able to watch consumers interact and engage with brands and offers has redefined the expectation of results for our clients. In successful outreaches and in the campaigns that did not succeed, it was the ability to see which mediums brought in customers and converted clicks to leads that was vital to planning future campaigns.
4) Analytics do not lie and businesses wanted the proof that their dollars turned into customers and sales. What do your numbers tell you about your campaigns, investments, and ROI? 2010 revealed the do’s and don’ts for our customers. Having access to analytics that covered campaign statistics, demographic information and breakdowns, poll results, sharing activity and lead list provided answers and results in real-time.
5) With the ability to engage consumers through various marketing outreaches (direct mail, email, digital, etc) and motivate them to action through offers and sweepstakes our clients learned a valuable lesson about rewarding the customer. Tell the consumer the value of your offer and what they need to do to get it. When they engage….respond back. Reward them for sharing the offer or being an influencer, thank them for participating in the campaign, remind them to come in-store to redeem the offer, etc. Campaigns that were successful from start to finish did not just start off strong but the marketers were active throughout the life of the campaign, taking a proactive approach to fostering the leads that were generated.
At the end of 2011, we want to fill our review with endless success stories from our resellers and large and small business clients. To start your year off right here are few more tips to take with you into 2011.
- Customer retention is just as important as lead generation.
- Don’t be afraid of viral campaigns. When your customers multiply your sales increase with it.
- Keep your marketing consistent across channels. Don’t separate direct mail, email, and digital into different departments and strategies. It’s one marketing message with multiple channels to drive customers to the same place.
- Above all else engage and interact with your customers.
- If it isn’t working, change it.
Here’s to starting off 2011 with the tips and tools to taste success from the beginning!