During the holiday season, many advertisers amplify their feel good and charitable endeavors, both because it is the right thing to do and because it helps with differentiation. In fact, consumers are four to six times more inclined to buy from and champion purpose-driven brands, and 94% of consumers are likely to make repeat purchases from brands that make them feel good about themselves.
Pay-it-forward marketing strategies offer ways for consumers to give back with every purchase, allowing advertisers to elicit good feelings from consumers while creating consumer engagement and boosting customer acquisition.
Here’s A Look At Three Pay-It-Forward Marketing Strategies Shown To Capture Attention
1. Deliver-It-Forward Campaigns
Offering to buy the coffee for the next customer in line has long been a small act of kindness many people enjoy in the spirit of paying it forward and starting the day off on the right foot. Last year, the altruistic concept inspired deliver it forward campaigns by food delivery apps.
Promoted as limited time offers with shareable promo codes, deliver it forward campaigns can encourage people to order in without the guilt.
Deliver-it-forward marketing campaigns can be well promoted with third-party email campaigns that reach broad, yet targeted audiences. Contact DMS to learn how we can support your deliver-it-forward campaigns through email and other digital channels.
2. Donatable Winnings
Sweepstakes represent tried-and-true promotions that align with the dreams of shoppers. For pay-it-forward style sweepstakes, instead of being handed a prize, the sweepstakes winner gets to choose a nonprofit organization that benefits. Donatable winnings come with all of the fun plus a dose of feel-good results.
3. Celebrity Endorsements
Celebrity endorsements aren’t just for brand awareness. Celebrities can also endorse the concept of a pay-it-forward campaign by sharing their pay-it-forward actions and touting the cause of the nonprofit or charity benefiting from the campaign. Especially when celebrities with strong social followings are engaged, the additional awareness they generate can have a significant impact on campaign performance and sales.
During the holiday season, many people want to extend kindness and help in their communities and beyond. Emotions are a powerful tool for advertisers, especially during the holidays. Advertisers that can effectively leverage good feelings with pay-it-forward campaigns may reap the benefits in terms of consumer engagement, customer acquisition and sales.