At Gamify, we've discovered over time, across multiple case studies that we could identify consistent patterns being revealed in successful campaigns. Taking note of these regularities, our team has formulated "The 8 Pillars of Successful Marketing Campaigns" as a sign-off for our customers if they wish to partner with us. We guarantee results if our customers agree and adhere to these following 8 points.
Before we get into it though, we should start by disclaiming that each marketing campaign is unique and so with that in mind, not all 8 pillars may be necessary for a campaign to be successful, all that being said the following 8 pillars have been regularly linked to campaigns that have higher success rates.
1. Set goals beforehand/Have a clear objective
Is your Gamified Marketing Campaign designed for the purpose of educating clients on a new product or service? Creating hype around the brand? Selling more units of a product or simply creating awareness? Having one clear priority helps give the campaign direction.
You would be surprised how often Brands feel the need to launch a marketing campaign, yet never take the time to identify what it is they hope to achieve. Simply making noise in the hopes of staying front of mind with your customer base is not a long term conscious goal.
2. Know what success looks like through setting KPIs
Do you have set KPIs? Is it to get 5,000+ plays or 1 million? Is it to get social shares and go “viral” and if so how much? Having a target to aim for helps focus all efforts on attaining those numbers.
KPIs or Key Performance Indicators are exactly what they sound like, by setting KPIs in place before your Gamification Campaign goes live, you have created parameters and a direction for the campaign to move in.
Without KPIs, how do you get an accurate read on whether or not the campaign was a success? Set KPIs up first and it will help with all the following points all falling into place.
3. Confirm promotional budget
Knowing how much money you’re willing to put into the promotional aspect of a Marketing Campaign not only helps you determine how wide of a net you’ll be casting but even where you choose to cast that net. Knowing this in advance to a live campaign means you won’t cast your net out too late either.
Make sure when you are planning a Gamification Campaign that you allocate the right amount of your marketing budget towards both content quality and Promotional Ads.
You may find that you were planning on simply promoting the campaign via your companies own Instagram or Facebook accounts which is strongly recommended, although purchasing promotional ads allows for your campaign’s reach to go further and create new user connections.
As mentioned before, content quality is an important factor when it comes to campaign promotions. The word quality doesn’t necessarily mean money spent but in most cases it does, so make sure your campaign promotions are not an afterthought as often it will show.
4. Know your target audience
Age, gender, interests & location all matter when choosing a game. Some games have a user percentage that can be 85% male, while others are 70% female. Knowing who your audience is, allows for you to allocate the right kind of game in order to reach that demographic.
The user experience is the foundation of effective marketing, however some brands get so caught up in their own message that the forget to tap into who their audience is and where their interests lie. Once you can identify your target audience it becomes inherently easier to build a campaign around that information.
5. Determine incentives and rewards
Determine what you want to give away as an incentive. It could be a new product sample, content and guides to help the audience, or promotional coupons. There needs to be a clear incentive in order to make the gamification work with your audience.
If you haven’t used incentives before, it is good to benchmark what appears to be working with others in your industry or ask your audience what they would like to receive from you. Without a clear cut reward, the customer motivation will be at its lowest.
Rewards are a must for Gamification campaigns, as they require proactive engagement from users, so in order to get them over the line there must be something on offer that would entice the users into giving the campaign their time and attention.
The best Rewards are items and services that seem realistic and attainable. Some Companies offer Rewards that seem too extravagant, users see the value of the reward and subconsciously assume the work required for such a reward must be too great.
6. Promotion across relevant mediums/Create relevant content
Gamification marketing isn’t a one-size-fits-all process. What works to drive engagement on social media channels might stall on your website or in-store efforts. As you launch your gamification campaign, you should be mindful of where your target audience will be and what kind of content they will respond to.
Facebook, having a Search Engine like structure is still the leading Social Media titan. Most businesses, having both a Facebook account and page, makes for the platform being a great space to reach out to followers and inform them of a live campaign.
Due to Facebook’s ownership, the same goes for Instagram, businesses are tapping in to reaching customers through their love of visual based bite-sized content.
Twitter, while still having its own market is unfortunately the least of these platforms. Still having the ability to format its promotional posts to look like either Facebook or Instagram posts, it simply just does not have the same numbers as the previous two.
That being said, the target market can change up which social platforms you wish to utilise, for example, Gamify has had previous campaigns based in Japan where Twitter was by far the superior form of promotional reach.
7. In-store Gamification/EDMs
Not all of your marketing efforts should target customers before they reach your brick-and-mortar location. Location-based marketing promotes your brand to customers while they are in your building and actively engaging with your brand.
Challenge your customers with games when they’re at your business using interactive touchscreens, digital signage, and free customer Wi-Fi. In-store Leaderboards are another example of encouraging your customer base to get involved.
EDMs (Electronic Direct Mail) is another way of directing your Gamification Campaign straight to your customer base. While Social Media platforms can fluctuate in relevance to your campaign and its intended audience, EDMs are a consistent audience that should always be tapped into for any and all Marketing Campaigns.
8. Campaign duration and long term sales efforts
When it comes to campaign timing, not only When to launch a campaign is important but also how long the duration of the campaign will be.
Gamify’s recommended timeframe for most campaigns sits around the 6 week mark, this allows enough time to promote a following but not enough time for the campaign to grow stale.
You want your users to feel a sense of urgency when participating in the campaign, if they feel that they have all the time in the world to engage with the competition, they may put off and lose their opportunity all together.
You might be tempted to throw out a social media contest in the name of engagement, but you need to make sure this process helps your sales goals as well. For example, your social media contest could be used to grow your email list and collect customer data.
Your email or website gamification contest should move customers closer to buying your products.
While engagement is an essential part of the marketing process, the long-game should lead to increased sales and revenue for your brand.
As mentioned at the start of this article, each marketing campaign is unique in its structure, objectives and target audience. So with that in mind not all 8 pillars may be necessary for a campaign to be successful. All we can suggest is that you apply as many of these pillars to your campaign that make sense within its form.
For further enquiries about successful marketing campaigns, checkout our Case Studies page and fill out the information field below to further enquire with some of our friendly Gamify staff.