A trigger is an opportunity to connect with someone. It’s a clever way to be more targeted in your marketing campaigns. They can be messages personalised to reach the right audience for your brand.
multi channel triggers
Here’s our review of ten examples of trigger formats and messages.
1. Ads – add your messages to TV, print, outdoor and online ads. Make it worthwhile reading.
2. Direct mail – you might send a specific brochure as a direct result of a request via a trigger on a website.
3. Direct messages – these can be sent via Twitter, a personalised message sent direct to an individual to encourage further engagement.
4. Emails – can be sent as a direct result of what you may have been searching for online, your ‘browsing behaviour’ e.g. ‘You recently searched for X… you might be interested in Y”.
5. Onsite content – it’s possible to monitor a user journey, for example if a user has searched for a specific item, you can enhance that by adding dynamic content/messaging instantly online.
6. Phone calls – these can be a follow up to find out if a user has changed their mind about not purchasing a product or discontinuing a service. A call to say “You decided not to buy X…can we help you purchase?”
7. Social messaging – brands can listen and respond to people via social media; it’s an untapped channel to encourage deeper engagement.
8. Tweet spikes – you can also plan for popular Twitter spikes and prepare a message in advance to contribute to real-time conversations.
9. Event triggers – comment on events in real-time that you sponsor, or have a presence in. For example, festivals, trade shows/conferences.
10. Life or Seasonal triggers – you could help people decide how to make a purchase for a wedding for example or remind them about past seasonal behaviour “This time last year you bought a gift from us… do you need some ideas?”’
As with all forms of marketing communication, there is a balance to strike. Nobody likes spam, but people do like to feel valued. Consider which messages or triggers are meaningful, and appropriate. If you wish to share examples of your trigger messages, please leave a comment below or on Twitter.
