It’s safe to say 2020 was a hard year for everyone, which made planning a marketing calendar extremely challenging. All of this can make preparing for the year ahead feel intimidating, which is why we want to help. Here are a few simple steps for building hype to meet your team’s goals using urgency marketing this year:
1. Decide on the time
First, decide when you want to layer urgency marketing into an initiative. It can be helpful to look at designated days of the year consumers can celebrate outside of traditional holidays.
For example, if you’re a restaurant brand, here are a few you could consider:
January 15: National Bagel Day
February 9: Pizza Day
June 21: National Smoothie Day
July 13: National French Fries Day
August 4: National Chocolate Chip Cookie Day
On the other hand, you can get creative and make your own branded events that feel more in line with your messaging and products.
2. Give consumers a heads up
Once you pick the period of time, utilize consumer psychology tactics, like scarcity and anticipation.
You can do this by telling consumers about your branded event, adding countdown clocks and reminding them in emails.
For more, check out this video from our chief technology officer with few thoughts on how to leverage scarcity:
3. Offer incentives
Next, it’s important to incentivize consumers to make actions during that timeframe. You can do this by adding discounts or exclusive offers. (Please note: Urgency marketing does not always need to center around heavy discounting — you should consider additional incentives too, like loyalty points.)
You can even create a feeling of uncertainty around these incentives by adding an element of competition.
Perhaps the first ten consumers are awarded a gift card for making a purchase or sharing a social post. Maybe the next hundred receive a 15 percent discount off their next purchase. This can be both fun and motivating for consumers.
Of course, the 3 steps here are only the beginning of what you can do with urgency marketing. For examples of how top brands leveraged urgency marketing this past holiday season, grab a copy of our latest eBook.
Like a lot of teams, you might not have bandwidth to do this yourself. And all of this might sound a bit complicated. But, don’t worry, we can help make it easy. Schedule a phone call.