You have it all planned. You’ve splashed your brand message across snazzy advertisements in multiple newspapers, hoardings, television, and YouTube ads. You set up a fabulous Facebook and Instagram campaign. And even got the latest Tik Tok sensation to endorse you. Everything is perfect, all the way down to your display stand in the Kirana store.
But what’s your plan for keeping those customers engaged?
Sure, your brand is speaking to customers, but what’s the plan for helping them interact and participate? When they do connect with you on a channel of their choosing —either phone, social media, SMS, email—how will you respond? How will you leverage technology to personalize interactions and track engagement across both digital and non-digital ads?
We explore 6 off-track tools to connect with your target consumers, even if they live in remote tier 3 cities, distant towns, and off-the-grid villages.
Missed call campaigns
Ever thought people might want you to hang up on them? The odd-sounding “missed call” campaigns are based on the fact, that many customers prefer you to call back. In this type of campaign, you display a virtual number in your digital, print or OOH advertisements. Your customers dial the number, it disconnects, and few seconds later they receive a callback.
During this callback you can connect them with your live agent or any interactive content you’ve created for them.
These campaigns have worked brilliantly for companies like Monsanto, HUL and Godrej who’s innovative “missed call” campaigns connected them with millions of customers across India including remote villages and towns that were off the internet grid.
Several of our clients have found that “missed call” campaigns get better responses than advertising toll-free numbers. Possibly because the prospect is surer of not being billed. Or maybe because it’s faster— they don’t have to wait in queues to speak to agents.
In these campaigns, the prospect gets in touch with you at a time which is convenient to them and when they are open to listening to you—it’s a far more effective approach than spamming them with unwanted cold calls.
Many businesses also use missed calls as a convenient way of letting customers opt-out or opt-in to their email/SMS notification campaigns.
Mobile Radio Integrations
Indians love their filmi music, masala and gupshup. So, if your target consumer is an Indian with a basic smartphone and negligible choice of radio channels, 15 minutes of free filmi radio content guarantees engagement. This is the secret behind the hugely successful Kan Khajura Teshan that connected HUL brands to over 50 million consumers pan- India. (on our platform 🙂
Radio integration with the telephony also unearths important customer engagement metrics. Marketers learn how and who engages with the radio ads and can tweak the calls-to-action to improve response rates. You can also foster relationships with customers who have engaged with you through mobile radio, build confidence, and provide more personalized engagement driven by offers and programs.
The web is saturated with impersonal content, how can you make a mark? Customers no longer want to be bombarded with generic content; they need personalized content curated to their needs.Interactive surveys through bots and IVR are a fantastic way to define campaigns that are personal and engaging.
These bots can give you deep insights into your customer’s thoughts, habits, and actions. You can form a clear picture of your target audience, gauge their position in the sales journey, pinpoint content they desire, and identify their pain points. All this while your marketing staff focuses on more business-critical activities.
Use the survey results to understand individual needs, wants, fears, and problems and drive engagement in a way that makes them feel special.
You can also think of using bots interact with your social media audience in real time. For instance, the extremely popular show Big Boss used a messenger bot to answer queries on their Facebook page.
Are most of your emails landing up in spam folders? Or lying unread in your customer’s overcrowded inbox? Try SMS, or even voice broadcasts, to get heard. These campaigns often drive better results than email with less time and effort.
You can auto-reply to customer messages, run sign-up campaigns, or schedule automated calling campaigns to your audience with custom audio messages. With voice/SMS broadcasts, you can ensure consistency in your marketing campaigns, make customers aware of your products and services, and initiate targeted conversations with customers who show interest.
Driven by the human desire to win, contests are a great tool to connect your brand with its target audience. The prospect of winning often convinces customers to give up useful information. And you can use this wealth of relevant data to learn more about your customer base, their needs, and desires.
Contests are also a great medium to grow your audience reach and make your campaign viral. Through contests, you can get people to like your business social page, follow you on Twitter, or even share their participation on Facebook. Besides, your brand stays at the forefront of customers’ mind throughout the content duration while the audience thinks about your contest, participates, and then anticipates the winning announcement.
Let’s say you ran multiple successful campaigns and now prospects are flooding you with inquiry calls. How will you gauge which advertisement they are responding to? Did they see your number online, on a billboard, or in a marketing email they received? In such situations, virtual numbers can come to the rescue.
When you use different virtual numbers for different campaigns, a quick glimpse of your dashboard will let you know which advertisement yielded the most phone calls.
It’s the easiest way to measure campaign effectiveness. You can use it to find out which channel to increase/decrease your ad spend on. Or to decide which product feature, offer, ad copy or graphics your prospects liked best. Plus, you can use the results to segregate your various customer personas and deliver content personalized to their needs.
“..today, consumers are promiscuous in their brand relationships: They connect with myriad brands—through new media channels beyond the manufacturer’s and the retailer’s control or even knowledge—and evaluate a shifting array of them, often expanding the pool before narrowing it. After a purchase these consumers may remain aggressively engaged, publicly promoting or assailing the products they’ve bought, collaborating in the brands’ development, and challenging and shaping their meaning.” David C. Edelman, Branding in the Digital Age, HBR
Yes, today’s’ audience is tough. But today’s marketers are finding creative ways to leverage technologies —old and new—to reach out and engage them. Whether you use missed call campaigns, mobile radio, bots, and IVR, voice/SMS— engagement through prompts and visual triggers are proven ways to capture your audience’s attention. Today’s best campaigns aren’t about pushing your message to an audience, they’re about getting conversations started. The voice of the consumer is out there. Are you listening?