Revenue rocket – Creating Marketing Campaigns with Third-Party Distributors 🌟
1 – Define your goals
The first step in successfully running marketing campaigns with partner distributors is to clearly define your goals.
Do you want to increase brand awareness? Boost sales of your gift cards? Acquire new customers?
Ask yourself the right questions before diving in. Establishing your objectives provides clear direction for your campaigns, allows for strategic resource allocation, enables performance evaluation, and helps in selecting the right format (which I will cover in point 4).
2 – Test over the long term
To maximize the impact of your marketing campaigns with third-party distributors, it’s essential to take a long-term testing approach.
A single, one-time campaign is not enough to fully assess the potential of this channel. Ideally, plan multiple campaigns over at least a 6-month period to observe, adjust, and optimize your performance. Aim for a minimum of two distributors for your campaigns.
3 – Select your distributors
Select the distributors with whom you are already connected for the distribution of your gift cards to launch your testing phases.
Here are some criteria to consider:
- Ability to Generate Volume: Some distributors have a strong brand presence and high traffic, ensuring significant exposure for your offer. If your goal is to increase sales or quickly test large volumes, prioritize these distributors.
- Target Audience: Each distributor attracts a specific audience. Some, although less well-known or generating lower volumes, may connect you with very targeted segments. If you're looking to reach a particular demographic, such as young professionals, SMEs employees, or premium consumers, evaluate the customer profiles of each distributor.
- Marketing Tools Offered: Not all distributors offer the same marketing opportunities. Choose those who provide a diverse range of marketing tools that align with your goals and resources.
- Pricing: The costs associated with marketing tools should also be considered. Compare pricing across distributors for their campaigns and assess their potential ROI.
If possible, ask for feedback on past campaigns conducted with these partners to get an idea of their effectiveness.
Plan to work with a mix of distributors. Combine high-volume platforms with niche distributors to diversify your tests and gather varied insights.
4 – Different marketing tools
▶️ Premium Banner on Homepage
- Objective: Maximize visibility and sales
- Use: During key events (e.g., Christmas) or product range launches. Ensure an impactful visual with your brand’s identity and a clear message.
- Impact: Ideal for high visibility and driving sales.
▶️ Banner in Thematic Categories
- Objective: Drive sales to customers with specific purchase intent
- Use: Position strategically in well-visited categories aligned with your offer.
- Impact: Good visibility and targeted conversions.
▶️ Boost Search Ranking for Ads
- Objective: Push your offer up the search results or to strategic pages like "Deals," "Christmas Specials," or product categories.
- Use: Increase visibility in strategic segments.
- Impact: An effective and less costly solution to generate sales compared to banners.
▶️ Repeated Flash Promotions Over a Period
- Objective: Increase sales through repeated promotions.
- Use: Well-known brands for maintaining regular visibility.
- Impact: Strengthens memory recall and stimulates sales.
▶️ Push Notifications via Mobile Apps
- Objective: Target connected users with specific promotions.
- Use: During key periods with a relevant message for your target audience.
- Impact: Highly effective if your audience matches the app's typical users.
▶️ Increase Commission for a Set Period
- Objective: Encourage distributors to actively promote your offer.
- Use: During key periods or to quickly boost sales.
- Impact: Requires an attractive commission rate.
▶️ Dedicated Newsletter
- Objective: Acquisition and awareness
- Use: Sent to specific segments (e.g., customers in your category).
- Impact: Perfect for introducing your concept, especially if it’s unique, or showcasing new products/services.
▶️ Multi-Partner Newsletter
- Objective: Increase sales at a lower cost
- Use: Integrated into group campaigns for specific occasions.
- Impact: Good visibility with a reduced budget.
Feel free to combine multiple tools to maximize results, test your campaigns, and refine your strategy.
I’ve put together a summary table for you:
