It’s a growing challenge for brands to effectively make an impact on today’s consumers. In a sea of noise, lacklustre promotional campaigns are quickly overshadowed by those with an innovative, tactical approach.
But there’s no reason why your campaign shouldn’t make an impact too!
With travel and experience days growing in popularity, there’s no time like the present to launch your next themed promotion. This is why we created our latest guide ‘Brands on Tour’ – to help brands to plan, design, and execute a winning travel promotion.
Travel is a hot topic
Modern consumers are throwing their desires for material goods overboard, and are instead eager for the chance to experience something new and exciting. So it’s no wonder the industry has grown so dramatically…
Travel and tourism contributed a staggering £5.17 trillion to the global economy in 2014 – Statista
So, what’s behind this new generation of globetrotters? The rise of SMART marketing and online connections!
Exposure to unforgettable content on a daily basis has sparked an intense desire to explore the unknown. Whether it’s experience days, festivals, sporting events, or a 5* luxury holiday, demand is hotter than ever before. And those that respond to this – and do so well – will position themselves as a prominent brand in their industry.
But don’t get ahead of yourself!
To catch the attention of your target audience, and get one up on the competition, focus on seamlessly delivering an unforgettable travel or experience promotional campaign!
We always recommend seeking help from the pros to ensure your campaign runs smoothly from start to finish. But to get you started – here are 6 steps to prepare you for take off…
Step 1: The brief
Creating a brief will help you bring strategy and stability to the whole process. After all, the outcome of a promotion relies on the quality of the brief…
Before jumping in at the deep end, brands must decide upon achievable objectives.
To do this, you need to define the:
- Prize budget
- Prize structure
- Product and theme
- Mechanics of the promotion and how it is being communicated
Whether this is targeting your consumers, or being used as an incentive for employees, working out who exactly your campaign is aimed at will go a long way in securing its success.
Just remember, steps 2-6 must now align with the objectives you have outlined in ‘the brief’.
For more advice on how you can design a winning brief, look at our top tips for planning a travel campaign.
A thorough brief will highlight the parameters of your campaign – a great platform from which you can initiate the design phase upon…
Step 2: Inspiration, research and costing
There’s a plethora of unique experiences and destinations to offer consumers. But it is always difficult working out which is most suited to your audience and – crucially – within budget.
To properly win the hearts of your consumers, the design needs to catch both their eye and their imagination. By bringing in the experts at this point you can receive the necessary guidance to design a stand-out promotion that aligns with your brand and attracts big attention.
But, to get started on your own, there are two things you need to keep in mind…
- Keep your options open
- Cover all costs
Do your research and refer back to the brief. This will help you find a relevant, achievable, and desirable destination (be realistic). Now you can focus on the budget!
Costs can include:
- Currency exchange
- Added extras
Be sure you cover all bases to avoid unwanted surprise bills at the end of the campaign.
Step 3: Travel logistics
From VISAs and vaccinations to language barriers and time differences – there’s more to designing a campaign than simply choosing a dream destination!
To ensure your campaign runs smoothly throughout, work out everything your prize winner might need and how you can deliver this to them.
Every promotion is unique. Be sure to cover every base and identify potential logistical issues in the early stages of development to avoid an unfavourable outcome.
Step 4: Design logistics
With stiff competition coming at you from all directions, you need to be sure your campaign stands out and makes a lasting impression on consumers.
A big part of this is choosing the right mechanics…
Not only will they need to align with your brand and your target audience, but they need to be well thought out to avoid over and under redemption.
Brands must also outline the precise rules and regulations behind each one that’s used…
The design phase is the time where brands can inject creativity and individuality into a campaign, but it is also one of the riskier steps of running a promotion.
Step 5: Receiving a winner
“Once a prize winner is chosen, it’s all hands on deck! It’s vital to contact winners promptly and make sure they abide by any specific terms and conditions.” – Amy Nield, Head of Protravel
Blunders, mishaps and other circumstances outside of anyone’s control will need to be dealt with as soon as possible, and with great attention to detail.
If there is a time in your campaign something is most likely to go wrong, it is now.
Contacting and confirming details with the prize winner as soon as possible will minimise problems further down the line!
Step 6: Delivering the prize
The promotion doesn’t stop when you receive the winners!
It is important – now more than ever – to focus on customer experience and ultimate satisfaction. You want your winners to feel safe, secure, and satisfied – all of which rely on superb communication.
Make sure they know what they are doing and when, and that you are doing everything you can to deliver the experience of a lifetime!
And don’t just stop here…
Maintaining communication before, during and after the trip will show consumers you care and provide you with vital information that will benefit your next campaign.
As experts in planning, designing and executing travel promotions, we know that handling the prize winner is the most challenging step of a campaign. For more expert advice on how to deliver a prize, check out our top tips here!
How to package it all into a winning promotion
Following these 6 steps will help guide you through to a winning promotion. From the plan, to the design, to the execution – each stage requires a meticulous approach to ensure smooth sailing throughout.
We always recommend seeking expert advice before jumping in at the deep end, which is why we created our guide ‘Brands on Tour’! Download the eBook today for FREE: