The strategy aims to bolster brand engagement by targeting students and hawkers, encouraging product trials, and stimulating repeat purchases. Among students, a reward-based wrapper collection campaign is proposed, featuring enticing programs and partnerships with educational institutions. This plan leverages technology, using a mobile app for digital tracking and empowering local influencers to advocate for the campaign, alongside educational sessions about recycling.
For hawkers, the focus is on incentivizing the promotion of particular products. This includes crafting a commission structure and providing free merchandising displays to highlight specific items. Monthly contests and targeted training sessions support their efforts, while recognition through newsletters amplifies their achievements.
Lastly, to enhance brand visibility, deploying branded kiosks in high-footfall areas and collaborating on local events are prioritized. The use of vibrant outdoor advertisements, street art, and geotargeted digital campaigns can effectively capture the attention of the youth. Incorporating interactive promotions with tools like QR codes and maintaining fresh campaign creatives ensure ongoing engagement.
The strategies
⛳️ Strategy 1: Initiate a reward-based wrapper collection campaign
- Design an attractive reward programme for students who collect a specific number of wrappers
- Partner with schools and universities to promote the collection campaign
- Create a mobile app or website for digital tracking of wrapper collections
- Provide clear instructions on how to participate and redeem rewards
- Regularly communicate about the campaign through social media and student channels
- Set campaign milestones with intermediate rewards to encourage ongoing participation
- Engage local influencers to promote the campaign among students
- Host events at schools where students can redeem their rewards
- Include educational content about recycling and sustainability as part of the campaign
- Collect data and feedback from participants to refine and improve the campaign
⛳️ Strategy 2: Incentivise hawkers to prioritise certain products
- Develop a commission structure that rewards hawkers for pushing sales of targeted products
- Create a certification programme for hawkers excelling in selling these products
- Provide free merchandising displays to hawkers that highlight Rite Spicy Beef and Bigi Beef sausage rolls
- Organise monthly contests for hawkers with the best sales figures
- Offer training sessions to hawkers on effective sales techniques for target products
- Implement a loyalty programme where hawkers earn points for sales achievements
- Distribute promotional materials that hawkers can use to attract customers
- Establish regular communication with hawkers to discuss performance and challenges
- Recognise top-performing hawkers in brand newsletters or social media
- Partner with local markets to host hawker-focused promotional events
⛳️ Strategy 3: Increase brand visibility in high-footfall youth areas
- Conduct market research to identify key high-footfall youth and informal retail areas
- Deploy branded kiosks or pop-up shops in identified areas
- Collaborate with local events to provide product samples or set up tasting stations
- Invest in vibrant and eye-catching outdoor advertisements near youth venues
- Partner with local artists to create engaging murals or street art featuring the brand
- Utilise digital channels to conduct geotargeted campaigns around the identified areas
- Organise engaging activities or street performances to draw in crowds
- Incorporate interactive elements in promotional materials, such as QR codes to special offers
- Sponsor programmes at local sports events or youth clubs
- Regularly update campaign creatives to stay relevant and maintain interest
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
