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Handbook: Campaign Creation
2018 | Chelsea Vautrin
Objective
Certify Promoboxx users to create and optimize marketing campaigns. We will be reviewing:
● Share channel options● Content formatting overview● Steps to create a campaign● Inviting retailers to participate● Sending communications● Additional resources
Share Channel Options
What channels can my retailers share content to?
Promoboxx recommends a cross-channel approach to digital marketing to accommodate varying retailer strategies and reach consumers wherever they may be. Our channel offerings include:● Facebook● Twitter● Instagram● Email● Website ● Local Ads (FB, Instagram & mobile display)● Digital Asset Sharing
Channel Tips
Looking for best practices for each share channel? Check out these tips which can be found in Promoboxx Brand Academy:
● Instagram● Twitter● Consumer Email● Campaign Downloadables● Brand Downloadables● Website
Content Formatting
Campaign Formatting Overview
In this section we will review content guidelines to use when creating campaigns on Promoboxx.
What we’ll cover:
● Image Sizing Requirements● Content Guidelines
Campaign Formatting: Uploading Assets
Campaign assets can be images, videos, or other files. Note our format guide for ideal sizing per channel.
It could seem excessive, but it's a magical science. In short, if your images are bigger than 600 x 315, you're good!
Anatomy of a Post
Suggested Copy
Title
Description
Image
Share LabelName the shares to help your retailers easily distinguish one option from another. For example “2018 Jacket: Red”or “Video: Red jacket in action.” Note: retailers cannot edit this text and the label is not visible to consumers.
● This section is a great opportunity to either further describe the content or include text that
speaks to the consumer as a retailer.
● Include a strong call to action within the first 90 characters - tell your customers what you want
them to do (stop by for a demo, call to learn more, etc.)
● Including variables in the copy of your Facebook shares is always encouraged to make it more
personalized! Variables allow for share text customization, such as including a retailer name or
website.ie. "Stop by {{ retailer.name }} to learn more!
Add a link Title. Note: retailers cannot edit this text.
Best Practice: No more than 20% text on image (allows dealers to turn into FB advertisement and garners better consumer engagement).
Describe the post and destination content. Note: retailers cannot edit this text.
Campaign Development
So You’re Ready to Create a Campaign...
This section covers all the things you need to consider when developing, creating, and launching a new campaign:
● Campaign Objective● Getting Started● Uploading Assets● Share URL Destination● Share Channels & Copy● Editing Content● Campaign Review and Next Steps
Campaign Objective
Objectives are the foundation of any good marketing strategy. They help guide you in the right direction and give you a clear vision of what you need to achieve.
Are you launching a new product? Trying to increase brand awareness? Below are some common marketing objectives to consider while designing your campaign.
Let’s Get Started!
Locate the Promoboxx Navigation Bar on the left side of the page and select the “Campaigns” tab. From here you are able to create new campaigns, edit existing campaigns, filter through active, expired and draft campaigns, send campaign communications and more! From this section, click the green “+ Create New Campaign” button at the top right of the page. Select the “Shares Only” option for Campaign Type on the following page.
Upload Campaign Assets
On the “Add Content” page, you'll see a space to drag and drop or click to upload files that you'd like to use in your campaign. You can also include Facebook and YouTube video URLs. Note our format guide for what assets work best with what channels. In short, if your images are bigger than 600 x 315, you're good! You can select and deselect the assets by clicking on them to show the green check mark.
Set Share Destination URL
1. No Link - For standalone images or videos.2. Retailer Website - This is the most common option, as
typically the ultimate goal is to drive traffic to the retailer. If you select this option, you will have to set a fallback link in case a retailer website does not exist, has changed, or is not inputted into the Promoboxx platform.
3. Webpage - For driving traffic to a pre-existing site, like a sweepstakes landing page or blog post or news article.
4. Custom Field - For driving traffic to a specific link provided by the retailer through a Custom Field (i.e. the URL of the specific page of the retailer website where your products are being sold to bypass other brands’ products)
Now that you have your assets, where do you want them to link to? This is the destination link for all the shares that you'll be creating, and you can select any of the following:
Select Share Channels & Add CopySelect which share channels you want to create using these assets. By default each channel is pre-selected. Then:● Add a link Title. Note: retailers cannot edit this text.● Add a link Description. Note: retailers cannot edit this text.● Add Suggested Message Copy options. This text can be customized by retailers and should have a
very local, personalized feel to it. We recommend creating 2-3 options for retailers to choose from (you will be able to edit these in the next section).
Click that big, green, friendly button titled "Create Shares and Continue" to see your work thus far and edit the shares.
Edit Campaign SharesCongrats! You’ve successfully created the foundation for your campaign. Now you’ll want to review the individual share options channel by channel and customize them even more. See below:
Share option default toggled: ONNote: to disable an unwanted share option, simply toggle the switch to disable. You can enable it later if desired.
Suggested Copy 1: Original “Suggested Copy Message” from the previous step.
New Suggested Copy: Opportunity to add an additional copy option for your retailers to choose from. You can add as many as you want.
Pro Tip: Explore the copy variable options for additional suggested copy. Variables allow for share text customization, such as including a retailer name, i.e."Stop by {{ retailer.name }} to learn more.”
Link Type: This is where the post links to when a consumer clicks it.
Fallback Link: If the original link type is broken or does not exist, the consumer will be brought to this secondary destination.
SAVE: Always save on an individual share level.
Campaign Details
In this section we will button up final Campaign Details such as:
● Campaign Title● Campaign Description● Set the Campaign Duration● Add Campaign Specific Tags ● Select Campaign Icon (this image
will distinguish one campaign from another on your retailers’ dashboards)
● Optional: Enable Retailer Survey
Campaign Description
The Campaign Description is a quick teaser that covers what a retailer can expect from a campaign. This is a great space to get them interested before they take action and promote the content. It's important to include a description of what this campaign is, what the retailers will be getting access to (i.e. Facebook content, Twitter posts), why it’s important to them as a retailer and then how to proceed.
Example: Use this campaign to tell your customers about [DESCRIPTION]. Promoting this campaign will give you access to [Facebook, Twitter, Email, a co-branded landing page, etc.] that you can use in your marketing efforts. Remember, this content is provided to you free of charge, sponsored 100% by [BRAND].
Campaign Review
Review your campaign settings carefully before inviting your retailers to this campaign.
Invite Your Retailers
Ready to Invite Retailers to Promote Campaigns?
When getting ready to invite retailers to participate in the campaign, the “Send New” tab provides you with different options to communicate with your retailers. For example, you may...
● Invite retailers to your campaigns (note: only one of these can be sent per campaign)● Remind retailers that have not yet accepted an invitation to participate● Remind retailers to promote your content who viewed the campaign but didn't share ● Send all retailers messages about reporting, new content, upcoming campaigns, and more
Select Recipients
When you know what type of communication you want to send, you'll be able to complete the following quick and easy steps:
Step 1:Select Recipients. Select which retailers you are inviting to the campaign. You have the option to send to “All Retailers” or to “Specific Recipients” (e.g. specific groupings of retailers you have previously created on the Networks page, or individual retailers)
Automation Options
Step 2: Automation Options. Select which posts you want to post on behalf of your retailers; this feature is available for Facebook and/ or Twitter. When you select posts to automate, retailers that have enabled the optional Automation feature will have the content pushed to their pages instantaneously. This is a great option for less savvy retailers and those that are not interested in the program.
Customize the EmailStep 3: Customize Email. Your invitation will urge your retailers to participate in the campaign, so customizing the email subject line and body of the message is very important! Essential for a successful email:
● An eye-catching subject line (try something new, like emojis or questions!). Using the word "FREE" can send emails to spam folders, so be creative.
● A quick overview of the campaign, and the value it brings to both retailers and their audiences.
● Finally, a strong call-to-action. Anything highlighted in a blue box in the right-hand image denotes that it can (& should) be customized. Note that your Campaign Description will automatically be pulled in to this section of the email, but we encourage you to provide further details and reason to promote the content.
To preview your email, click “Preview” on the top left. To send a test email to yourself, click “Send Test.”
Review and Send Your Campaign
Step 4: Review & Send Your Campaign to Retailers! Last but not least, double check to see if all information is correct.
If everything looks good, send the invitation, and be prepared for some happy retailers!
Don’t forget to login to the platform later on to review your reporting and see how the email invitation performed and how the campaign is doing.
Additional Resources
Academy
Promoboxx Academy for Brands is a knowledge base for all things Promoboxx! You will find everything in Academy from “how to” articles, best practices, tips, video demonstrations, troubleshooting, and more!
Support
You and your retailers become better marketers with Promoboxx Support.
Digital marketing adoption can be tough for your retailers. With Promoboxx, retailers can reach out to our team and get their questions answered. This leaves your time free for other initiatives!
Support Channels● In-platform chat for all users 9am-5pm ET● Brand Support: Leverage for all technical & platform-related questions
[email protected] | 800-380-7502 ext. 2| Brand Academy● Rep Support: A channel devoted to solely to your sales team
[email protected] | 800-380-7502 ext. 1 | Rep Academy● Retailer Support: Offload inquiries to our world-class Retailer Team
[email protected] | 800-380-7502 ext. 1 | Support
Test – Run Your 1st Campaign!
● It’s time to run your 1st campaign!
● Go through the steps listed in the Campaign Development section to get started with a live campaign example
● Contact [email protected] if you need help!
GO TEAM!
