Understand Partner Expectations
Brand Awareness vs. Increased Sales
Businesses will join GetintheLoop for a variety of different reasons. In some cases, they will be looking to create brand awareness. In other cases, they will be looking to increase sales. It is important to set these two reasons apart and set the expectations for looking at the correct metrics accordingly.
Brand Awareness (Reach and Response Metrics)
Creating brand awareness includes all the efforts to bring a business name to ‘top of mind’. This is important when introducing new services or if partners are just starting their businesses. It’s particularly important for businesses with services used less frequently compared to a business that is regularly top of mind such as ‘Food + Drink’.
Top of Mind Brand Awareness
Partner’s who join GetintheLoop that go into ‘Home + Auto’ and ‘Travel’, will be looking to be top of mind over competitors. It is important to set expectations that the brand awareness value provided by GetintheLoop is huge. GetintheLoop helps the consumers make successful choices when the time comes to act on taking action.
New Services, Products, Events & Experiences
Creating a buzz around upcoming services, products, or events is another way to utilize GetintheLoop. Partners will look to highlight their upcoming services, product arrival, and events. GetintheLoop allows members to be ‘in the know’ and anticipate the upcoming offer. One way to transition from Brand Awareness to Action is to encourage partners to have an exclusive offer close to the release or event date. This will encourage partners to switch from awareness to creating the urge to act.
To increase brand awareness, it will be important to work with your partner to hit goals. We recommend switching up offers regularly and showcasing seasonal relevant services. This will put the focus on Reach & Response.
Best practice is to always have 5 offers, targeting different audiences. The more offers that are live the more success you will see.
Increase Sales (Action Metrics)
Partners who are looking to getintheLoop to increase sales want to convert GetintheLoop members into valuable customers.
It will be important to set expectations and highlight the importance for good, strong, offers that compel members to take action. It may take about 4 to 6 weeks to start seeing actions. Use offers that resonate with members through exclusivity, limited use, strong imagery, and a good ‘value’ to encourage the urge to act.
When partners focus on sales transactions, we need to discuss strong exclusive offers. Use GetintheLoop as a tool to drive new customers as well as sustain loyalty with current customers. Partners should be encouraged to keep their offers fresh and use the GetintheLoop demographics to create offers around the key insights accordingly.
Partners will need to have a target for the number of offers redeemed. Consider the following:
How many total actions do they need to cover their monthly subscription fee?
Is this a realistic number?
What are their margins?
What can be created to drive transactions?
What is the target audience?
Work with your partner to create strategic offers that drive success.
Both objectives will provide value to partners and may change over time. It is important to have a common understanding of which objective the partner is striving for so you can manage expectations and set the correct goal for success.