The efficacy of promotional campaigns for an FMCG company can be greatly influenced by the choice of call to action. The process of turning brand or campaign awareness into action is often referred to as campaign activation. In today’s competitive marketplace Key Performance Indicators are often set for the activation element of the campaign. For example, how many samples were requested, how many coupons were redeemed or how many app downloads were achieved. It is therefore essential that brands select the right activation method to achieve their objectives.
Online to Offline
Many FMCG campaigns have a digital element. A very effective call to action in this scenario is a mobile or printable coupon. Consumers print at home and redeem in-store or snap their receipt and get a rebate. This is measurable and has the advantage that of being flexible and measurable.
Product Sampling / Experiential
If you are introducing a new product to consumers your primary objective is likely to be generating product trial. One successful way of inviting consumers to trial your new product is via mobile. Consumers are increasing their use of mobile when planning a shopping trip or making FMCG purchase decisions. Driving engagement on mobile and encouraging product trial can easily be done through a 3rdparty app or through your paid media, showing the consumer where they can buy and making it easy for them to prove their purchase using their phone to receive their reward.
If your primary objective is to increase engagement with your customers consider creating a competition and communicating it via Social Media. A competition for a motivating prize fund will extend the reach of your activities and bring new potential customers.
If you have a website with ecommerce functionality or willing to push sales at a particular online retailer your objective could be to increase sales from your customer database, or to increase average basket spend. In these scenarios a ‘buy now’ button could prove effective providing the offer was sufficiently motivating to your target audience. Just make sure that the Buy Now button is supported by an offline sales option, to cater for the majority.
The call to action you choose for your campaign should strengthen the connection between consumers and your brand. In doing so you will build brand consideration, loyalty and brand advocacy.
Quotient Technology (formerly Coupons.com) is a leading digital promotions and media platform that connects FMCG brands, retailers and consumers. We have recently launched Shopmium in the UK, a mobile-first proposition that enables FMCG brands to win on mobile. Give me a call on +44 (0) 208 865 1999 or send an email to firstname.lastname@example.org.
About the author
European Sales Director
Passionate about promotions. I have over 15 years’ experience of thinking up, selling in, creating and delivering promotional campaigns and strategies right across the world in multiple industries. Although my focus now is on the FMCG...Read more
+ 44 (0) 20 8 865 1999