Retailers, both online and IRL, often offer day of the week specials to boost sales on a historically slow sales day and to create an ongoing association with the brand and that day of the week. Traditional marketing on radio and television are great methods to raise awareness of these campaigns, but digital offers a means to turn interested customers into repeat customers, even moving them to spending on non-discounted retail days. Few brands have utilized tools on the web to maximize returns on their discount-day marketing efforts.
We provide a how-to on running a day of the week special on digital, assuming a lunch time meal special. Call it “Tempura Tuesdays.”
Plant the seed
Digital marketing platforms, particularly Adwords and Google Display Network, are ideal for serving ads at a specific time of day and very targeted location. The Tempura Tuesdays lunch special needs to penetrate the minds of an audience located within a ten minute drive of the restaurant while they’re working on their desktops in the office. Display banners on news and content sites plant the seed that appeals to the almost-hungry office worker. Subliminal awareness of the campaign – tick!
Secure the customer
As the target audience starts chatting about plans for lunch, checking in on social networks and are about to make a group decision, use digital to make it for them. The audience has already been served the awareness banners, now float the opportunity past them on Facebook and Twitter through promoted posts. Customers ordering Tempura on a Tuesday – tick!
Turn deal-hunters into loyal repeat customers
By using a combination of conversion tracking to your weekday-special webpage and audience retargeting, it’s then easy to create an aggregate audience that you can reach again, at lower cost and higher conversion rate, to bring their friends, offer coupons or upsell to attend killer profit-day events like Valentines Day or Mother/Fathers Day.
Who to target
These easy to follow tactics will work well for a brand in converting awareness to consideration and through to sales. Typically, the brand’s own social channels and fans will be targeted. But what about other, similar audiences that could be drawn in? Which single digital platform offers a golden thread through display, social and audience marketing? Well, the digital influencers speaking to your target market, with their channels linked to Webfluential. Their audiences trust in their endorsements and recommendations, and often span far wider groups of people than present in a brand’s owned social channels. They also offer the long term SEO benefit of the content living online and pointing back to the brand website.
To execute a day-of-the-week special on digital, contact us to speak to an account manager who can assist you.