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In the dynamic landscape of marketing, from sampling to influencer collaborations and beyond, the key to success lies in strategic planning and execution, driven by clearly defined objectives and goals. Whether the aim is to acquire new consumers, encourage trial, or drive purchases, it's important to leverage available data and analytics during the different stages of planning and execution. At Aha!, we recognize the role of data and analytics across various touchpoints, particularly in our professional-driven sampling activations. From the initial stages of planning to the phase of execution, and even in post-campaign analysis, our approach hinges on leveraging data-driven insights to orchestrate impactful activations and that derive valuable feedback for brands.
Curious about how our team utilizes insights to plan a successful campaign? Here are some of the ways we harness the power of data:
Geo-targeting locations
Much like digital campaigns, Aha! can geo-target locations in our specific networks so that your campaign is served within a specific area in which your product is available. Take, for example, an emerging frozen breakfast brand that was launching their products in Whole Foods. Our team produced an ‘event-in-a-box’ that was deployed to fitness centers located in the same shopping area in which their items were located. Trainers set up an event where whole breakfast sandwiches were presented along with a beverage and coupons for a FREE box. Our client’s ability to track redemption and sales was a bonus data point for their successful campaign!
Utilizing giveaways to collect data
Many of our clients value the collection of user data (email address, phone number, etc) as a deliverable from a sampling campaign. To supplement their existing retargeting efforts, clients often run sweepstakes or giveaways to incentivize consumers to share information. In addition to a sampling program, one of our clients recently used their customized network to advertise a sweepstakes for an all expenses paid trip. With this information, the client was able to continue to target consumers with messaging beyond their Aha! program.
User surveys
Each of our campaigns includes a follow up research campaign conducted by our team. While most of these are designed to capture the feedback and thoughts of the professional influencers, we can also ask for the feedback of the individual sample recipients. This is deployed via a QR code on program assets such as the instruction sheet, table tents and sample overwraps. Brands are encouraged to provide their survey questions so that their results are relevant to internal KPIs.
Once the data is assembled, we implement any additional post-campaign research such as phone audits. We provide analysis, lessons learned and specified reports for brands to keep for future consideration.
The significance of data-driven strategies
At Aha!, our commitment to maximizing the impact of our activations is guided by data-driven insights. As we've explored various methodologies for harnessing the power of data, it's evident that each tactic serves as a conduit for not only orchestrating impactful campaigns but also for gathering invaluable feedback for brands. By employing these strategies, we not only ensure the success of our campaigns but also pave the way for continuous improvement and innovation.
As the marketing landscape continues to evolve, the integration of data and analytics is as important as ever. By embracing data-driven sampling, brands can navigate the complexities of the modern marketplace with confidence, thanks to insights that inform strategic decisions and drive tangible results.
If you are interested in learning more about the programming offered by Aha!, schedule a meeting with a strategist below:
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