Moving House. Getting married. Starting a family. These are all major life events - and each represent a marketing opportunity. But how can we as marketers tap into this opportunity at just the right moment?
The answer is ‘Trigger Marketing’.
Also known as alert marketing, trigger marketing has been around since the 90’s. There are three categories of Trigger Marketing: expected, unexpected and predicted:
- Expected events include birthdays and anniversaries
- Unexpected events include a house move or getting married
- Predicted includes buying a car or domestic appliance
If you think of all the things that change when you move house - your home and contents insurance, your utilities, your broadband provider, even your shopping habits.
Today, when circumstances change, the first thing people do is reach for their mobile or laptop to do research.
Smart companies will recognise the customers who are on their website, and appreciate what they’re doing. They’ll use this data to start predicting what’s happening in people’s lives, and fine tuning their response.
Smart marketers will use these real-time insights about consumers to truly engage with people on a one-to-one basis, and create relevant and appropriate communications - delivered at just the right moment
Here are our 5 tips to Smarter Trigger Marketing
A ‘browse but no sale’
For people who visit your site but don’t buy you can remind them of your products and services. Entice them back by sending a quick relevant message through email, mail or SMS.
1. Offering helpful customer service. Reach out with a message offering your help, letting them know of other offers they may like, or link to recently viewed items.
2. Create a sense of urgency. Inform when there’s limited stock, or sale is due to end soon.
3. Increase their incentive to buy. Offer a discount, free gift, or free delivery for purchases over a certain value.
4. Send useful information. Forward links to product information or ‘how-to’ videos. Think about stage of buying process, and information they’ll need to make the buying decision.
5. Provide evidence. Customer testimonials, awards and third party reviews help to reinforce that they’re in good company and is a wise purchase.
This is the simplest way to get people to spend even more than they would have done had they checked out immediately.
1. A gentle nudge reminds them that they have items in their basket and not to miss out on their fab find.
2. Use coupons and vouchers to spread a little happiness and boost their incentive to buy.
3. Tempt them with tasty up-sell or bundled offers that are ’too good to miss’. Offer the premier or ‘lux’ version of the product in their basket. Or bundle a number of products and services together.
4. Make them feel comfortable about the purchase by showing them you are interested in them and truly want to help them.
5. Always email? Put a stamp on it! Think about sending something in the post, such as a letter, a card, product information or vouchers. We can help you build a highly effective mail response into your trigger campaign.
First time purchase
This is your first opportunity to impress people with your service and attention to detail.
1. Send a friendly welcome note. Rather than email, send a welcome letter or card in the post. (Talk to GI Solutions about how to create powerful mailing pieces.)
2. Provide additional information about the product or service bought, such as handy tips on how to use the product.
3. Reassure them that they’ve made a great purchase. Share how others use the product - telling the product story in an engaging way. Include links to videos, information and material that warm people to you and the product.
4. Ask them for feedback or to leave a review on a third party site which provides trusted endorsement and customer testimonials.
5. Think of obvious up-sell, cross-sell and bundle opportunities:
Up-sell: “You may like this higher spec version…”
Cross-sell: “Would you also like to buy …?”
Bundle: “Buy a, b and c today and get x,y and z free”
Customers stop buying
If nurtured properly, lapsed customers can become your most loyal and profitable customers.
1. Reminding them of previous purchases and let them know you’ve missed them encouraging fresh interaction.
2. Make it easy for your lapsed customer to do something, whether that is to respond to a survey, visit a web page, or to buy something.
3. Creating engaging content that appeals to their interests such as outdoor pursuits, crafts, pets or travelling.
4. Sending personalised offers such as gifts or discounts on their birthday, or special occasion.
5. Giving them the option to opt out of communications. This may be the incentive they need to interact with you again.
Regular high-value customers
Rewarding regular customers shows them you value them, and can add significantly to the lifetime value.
1. Offer special buying opportunities, such as inviting them to new product launches or special events that have an exclusive feel.
2. Enable your best customers to preview and pre-order new items not yet on general sale to make them feel special.
3. Provide exclusive access to special promotions, including those offered by associated businesses or partners, creates a feel-good factor.
4. Invite select customers to trial products and services before you offically launch them to obtain valuable customer feedback.
5. Reward introductions and referrals. Offering gifts and discounts may be the incentive they need to recommend you.
Do you know your customers?
To deploy these campaigns across mail, email, SMS and website you need a tool which identifies your website browsers and allows you to communicate with them - in real time.
With the help of GI Campaign, you can automate sending personalised, relevant and targeted communications to any device in real time and increase revenue and sales.
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