I’d like to propose a rule of thumb that you should always consider when developing offers and incentives specifically for retail brands: the rule of narrow and deep. This rule proposes that whatever your offer/incentive/promotion may be, first start with a simple core idea and then add as many layers as possible.
Forgive the salesy-ness of this post, but I’m doing a little internal analysis and this just popped out. I’ll be sad if you unfollow me, but I’ll understand.
1. Proven system to yield the right strategy. Brandwize is redpepper’s process to find a brand’s unique marketing opportunity. We dig deep into the customer’s perspective, company’s reality, and competitive environment. Insights gained reveal a brand’s Hotspot, which becomes the baseline for branding and strategy. Most marketers want to know that a system like this is in place and will work for them.
2. Measurement tool to stay on top of marketing ROI. We have a tool called Scoville that aggregates data and provides real-time marketing feedback on a dashboard. As often as four times a day we can know exactly how our marketing is impacting any part of a business. We connect marketing tactics to business metrics. Marketers need tools like this to help make better decisions.
3. Big success stories for other brands. In 2010 we spent $1.5m for a client and yielded over $20m, plus several hundred thousand loyal followers and increased brand awareness. We can show actual results (ROI) in real situations. We have smart people who know the new world of advertising and how to make it work for brands. Being able to prove it all works is nice.
I could also add things like kick-butt social media chops, super smart people, a creative culture, but that would be over doing it. I’ll save those for another post.
One of the most difficult things to do in marketing today is to connect your marketing to actual business results. Most of the time we settle for things like impressions, likes, visits, and views. Those are all valid ways of knowing that your marketing is getting through the noise. But is it enough? What you really want to know is if your phone or your register is ringing as a result.
redpepper is in the final stages of rolling out a new analytics tool called Scoville - named Scoville after the index used to rate the heat of peppers. The new tool - already in use with one large client – gives visibility to marketing’s impact on any metric, marketing or business, like traffic, transactions, and sales. It simply uses real-time correlation to show in dashboard form when the needle moves in relation to when advertising tactics run. Real-time, that’s fast right?
So, when a campaign runs you’ll know immediately if it’s working and how well. This is huge news for CMO’s. Having feedback on results this quickly helps make decisions about specific campaigns or tactics much more enlightened. It also helps with that awkward communication between C-level executives that have little to no visibility of – or belief in – the marketing department’s efforts.
For now, you’ll have to call to learn more, but keep your eye on the website. www.redpepperland.com
Imagine putting a large sum of money on a ship and then watching the ship disappear into the horizon unsure of when or even if it would return. This was life for many in the few hundred years leading up to the 20th century.
As part of the Kirkland’s 2010 Holiday marketing effort, the Glee Spree campaign is designed to position Kirkland’s as an ideal place to buy gifts during and outside of the holiday season.
Winning couldn’t be easier – shoppers simply asked their Kirkland’s associate for a free You Win game piece. Everyone won something, including prizes such as gift cards and discounts as part of the $25,000 instant win prize package.