How do businesses attract new customers and continue to engage with their existing audience when traditional mediums like print and live TV are in decline? The simple answer is to move online but that approach won’t cut it in a world where people need to be targeted specifically.
TV still has a place but it’s not like the 60s when the whole country would be watching the same show – shotgun marketing isn’t going to get you the returns you need.
The future of marketing is in the platforms that prospective clients use like Facebook, YouTube and Snapchat.
Snapchat is a social media app that allows user to send messages, videos and pictures to their contacts but the catch is that media is only available for 24 hours. Now, Snapchat has added custom filters that allow you to add frames or even replace your face with a custom graphic.
The custom filters Snapchat has added to their app has given endless marketing possibilities to businesses. The majority of Snapchat users are millennials and post-millennials and with a market of over 100 million users worldwide (over 3 million here in Australia) you have an insanely large audience to target. If you’re after a conversation with millennials, then this is where you will find them.
Snapchat’s inherent functions allow you to connect with your customers in the following ways:
- Sharing your story or brand through images or videos
- Personalise filters that tap into the authentic marketing movement
- Analytics built into the app that track views and content so you know what works
On top of this, you get a free platform that is nearly completely organic in terms of content. If you’re not using Snapchat or any social media for your marketing strategy, you’re missing out on a major opportunity to increase the ROI for your advertising budget.
How It Works
So how do you get in on this game changing form of marketing? To get started you should understand some of the basic requirements. For example, in order to create a custom filter you have to have a location where it will be applied and a design. You also have to determine the length of time the custom filter will be available.
It is crucial that you plan your targeting for custom filters. You’ll want to understand how the filter will be used and who will be adding them to their “stories”. Essentially, who will see your custom filter? Design is important, your filter needs to be memorable and humorous – Taco Bell’s filter made users’ heads turn into tacos for example.
Make the Most of Your Location
A defined location is a requirement of a custom filter and a successful custom filter campaign will largely be determined by the location you choose.
Custom filters can only be used by people within a certain, designated area. Everyone can see it and read it – so you can be sure your message has the ability to travel far and wide – but in order to use it, your audience has to be in your defined area.
Create a persona of who will use your filter and choose a venue that suits their interests or they are likely to visit – such as a local art or music festival. Your audience doesn’t want to be “sold” to so try to avoid restricting the location to your store as they won’t feel like you’re trying to create something fun they can share with their friends.
Unlimited Marketing Potential
Using Snapchat and custom filters to market your brand is an engaging and personal way to connect with your customers. You’re also using a relatively new and trendy form of marketing which also clicks with your target demographic – millennials and post-millennials.
This brand of marketing accepted and even expected by this audience. The results of early adopters explain why so many are jumping onboard. However, it’s still early doors for this type of marketing so now is a good time to get ahead of the curve and ride the wave. Snapchat custom filters are the next big thing worth getting in on the ground for.
Moving from television to social media marketing and other digital platforms makes sense, especially if you have a limited budget and want to maximise the ROI of you commercial resources. Contact us today to discuss how we can help leverage free to use social media features to engage your customers.