Long or Short Campaigns: Which is right for your brand?
At Promoboxx, brands come to us with a variety of problems to solve and goals to accomplish. Depending on these factors, they can design their campaigns to best fit their needs by focusing on specific share channels, creating certain types of content and using a strategic communication strategy. However, we often are asked if the length of a campaign matters- and to that, I say it completely depends on what you’re looking to get out of Promoboxx! Below you’ll find a comparison of long and short campaigns. Which is better for your next campaign?
Benefits of a Longer Campaign:
1. If the goal is to have as many retailers engaged as possible, longer campaigns allow more time for maximum activation rates.
2. Longer campaigns are a great choice if it’s the brand’s first Promoboxx campaign, as it give the retailers a chance to familiarize themselves with the platform and the process before jumping into another campaign.
3. With longer campaigns, there is more opportunity to switch up the retailer share text; communications advertising “New Share Text” have up to a 41% open rate.
4. Longer campaigns work well with Facebook tabs; retailers feel like they own them and are more engaged with the promotion as they continue to keep them updated.
5. Auto-Share can be encouraged early in the campaign, so that the content is automatically posted to the retailers’ Facebook timelines without any effort from the retailer. Their account is essentially on Auto-Pilot.
6. Activation rates don’t start at 0% with the introduction of new content; rather, they continue to grow over time.
Benefits of A Shorter Campaign:
1. Shorter campaigns increase urgency for both the retailer to share the content in a timely manner, but also for the consumer to take action as soon as possible.
2. We have seen a 20% increase in open rates when advertising the last week of the campaign, so several “last weeks” can be helpful to create these spikes in sharing.
3. Reporting is cleaner with a series of shorter campaigns, as the brand can easily evaluate the campaign format and content retailers prefer based on activation and share rates.
4. If Auto-Enroll is encouraged early on, the retailer will be opted into all subsequent campaigns and will not have to go through the activation process more than once.
5. Several smaller campaigns allow the brand to capture retailers with varying interests; when running one larger campaign, they run the risk of retailers never opting in as a result of them not liking the original content.
6. The shorter/smaller campaigns tend to be the promotions retailers are already aware of as they are usually promotion focused, and they are eager to participate.