Refreshing your marketing campaigns for the season ahead is important to reduce ad fatigue, and encourage better engagement that sees lucrative results; I discussed in my previous blog the benefits of ongoing campaign management, so this time around, I want to focus on how agents can easily update their campaigns for the summer.
Intelligent software tools like Spectre are great for updating your campaigns since they allow you to quickly update your current content (and schedule your triggers) instead of starting afresh. In fact, the agents who see the best results on Spectre are the ones who don’t just ‘set it and forget it.’ Our top-performing agents are constantly adapting their content to suit the current market conditions and take advantage of the seasons. And with clever tools like Spectre, it’s simple to keep your own tone of voice and branding, and still mix up your campaigns for seasonal and promotional use.
I’ve outlined three ways how agents can do this below:
Update your letter and postcard content
Amending the content of your campaigns is a great place to start when you want to refresh your marketing materials for the current season - and don’t worry, you don’t have to rewrite all your content to make an impact. Just simple adaptations to your standard letters and postcards like adding a new line or introduction can keep them fresh and relevant, and it means you don’t have to start back at square one. Plus, when you do return to your standard prospecting letters, your old content will seem like new and therefore be stronger and more engaging after the little break.
Add a promotional/seasonal offer
Another great way to refresh your content is by adding a limited-time seasonal promotion to create urgency and push motivated sellers to get in touch as soon as possible. Introducing a time-sensitive offer has been proven to have a massive impact on campaign performance, and is an easy way to entice new customers to your agency - as well as keep returning ones close by too.
Switch out your old imagery
When it comes to marketing campaigns, the thing that fatigues the quickest is imagery. Switching up your visuals can give your materials a fresh feel - with minimal work and huge results. You could:
- Keep the same image as before but change the image crop
- Add in entirely new imagery or visuals
- Create different designs to rotate all through summer
If you’re struggling with what imagery to choose, aspirational branding has proven to be highly effective in advertising. Aspirational branding is about generating positive emotional reactions from consumers by “creating the dream” through idyllic visuals. Images related to summer, holidays away, good memories, and beautiful homes will create positive connotations for your agency, and could increase the engagement of your campaigns.
The most visually appealing marketing campaigns are postcards. They will help your agency stand out among the crowd and are a great base for adding eye-catching graphics. Don't be scared to also play around with the visuals of your letterheads to make them more visually striking… If you want to shake up your postcard visuals quickly but don’t quite know where to begin, why not check out our summer postcard designs from the Street Creative team?
Shaking up your marketing campaigns for the summer is an important part of keeping consumers continually engaged with your prospecting materials. Through updating the content, your promotional offer, and/or the imagery used in your campaigns, you can ensure a fruitful few months ahead - and keep your agency rolling on a high through to the beginning of autumn.
If you missed part one of this series, 4 reasons why agents should refresh their marketing campaigns for the summer, you can catch up here.
