Doing anything for the first time can come with a learning curve, especially if you’re venturing into a relatively new field. If you’re deciding to launch your first urgency marketing campaign, it’s safe to assume you’ve seen the benefits and want to experience them for yourself.
Before you jump into your newest marketing strategy, knowing how to prepare (and what mistakes to avoid) can help set you on the right path. We’ve created a list of mishaps that can occur without the proper urgency marketing knowledge and how to avoid them.
Top Urgency Marketing Mistakes
1. Not leveraging your owned media CRM
When promoting your campaign and driving awareness, it’s important to ensure you reach your current customers via email, text message marketing (SMS) and in-app push notifications — not just paid media. Owned media will fuel significant traffic to the campaign because the consumers who engage with those platforms have already proven they care about your messages.
While driving new email and customer relationship management (CRM) acquisition via social referral is possible, it’s best to get active consumers to sign up and spread the word. Your email list, text subscribers and loyalty program members are the best advocates to socially refer other like-minded consumers to the brand campaign.
2. Not being focused on what the actual goal of the campaign is
There’s a lot of noise out in the market and it can be difficult to narrow in on what focus areas are most important. On the flip side, it can also be easy to get lost in the endless possibilities of increased conversations and strengthened brand loyalty.
Some brands can get enamored with having numerous calls to action as earn time actions. It’s best to have primary and secondary goals so those can be measured at the end of the campaign. While it’s good to drive engagement and overall participation, defining success metrics is important so urgency marketing experts can help you hone in on how to best meet your goals within the campaign experience.
3. Not having a consolation offer after the top prizes have been claimed
Offering prizes to consumers can be a bit intimidating for some brands - even after they learn how consumers are wired for competition - but it doesn’t have to be.
Consumers are inclined to compete and as such, they appreciate all prizes, no matter how big or small. Earning a consolation prize lets consumers know they are still valued by your brand and can help fuel purchase intent.
Urgency marketing can feel like unfamiliar territory, but having the right tools and point of direction can make all the difference. Rely on this blog to guide you through the urgency marketing process and toward success.
