You're struggling to boost in-store promotions. How can you harness social media for wider exposure?

It might not be social media-specific, but one of the challenges with using social media to promote in-site events/promotions is a disconnected experience. If I'm exposed to a promotion online, I may need to remember what I saw before I got to the store. It might appear intrusive, but more geo-location targeting or geo-fencing can create a more connected experience between brick-and-mortar and online. SMS, Snapchat, TikTok, IG, etc., are all platforms allowing that sort of GEO targeting, and there are several geo-fencing tools available.

To boost in-store promotions, harness social media to create buzz. Start by posting engaging content, such as behind-the-scenes looks, sneak peeks of promotional items, and live videos showcasing the event setup. Use eye-catching visuals and compelling stories to capture attention. Encourage customers to share their experiences with a branded hashtag. Collaborate with local influencers to broaden reach. Host online contests or giveaways linked to the in-store promotion, driving foot traffic. Leverage user-generated content to build authenticity and excitement. Finally, promote your events across all social media platforms to ensure maximum visibility and engagement.

The best way to generate excitement for your in-store promotion on social media is to get your biggest fans, creators, and influencers to create content and spread the word for you. Social proof video content amplifying it with targeted paid social spend is the winning recipe here! Leverage this content for your owned audiences too — distributing it via your closed communities and email lists.

I used to have a lingerie shop in Bluewater shopping centre, I put a live mannequin in the window, wearing some lovely lingerie (though still decent as it was a family shopping centre) she used to sit and paint her nails! It drew in a lot of customers. We didn’t have social media then (in the early noughties) but if we had it would have probably gone viral!

Identify local influencers whose audience aligns with your target market. Collaborate with them to create authentic content that highlights your promotion. Arrange for influencers to visit your store and share their experience through posts, stories, and live videos. Offer exclusive deals or sneak peeks to their followers. Encourage influencers to host giveaways or contests tied to visiting your store. This partnership not only amplifies your promotion but also builds trust and excitement among potential customers, driving more foot traffic to your store.

100%. Hyper-local micro-influencers is a phrase I use a lot. But what does that mean? Rather than a big influencer, tapping your local celebrities like a mom who puts her online community onto the best new products, services, events, etc. is the most effective strategy. Doing this at scale is a challenge, but a tool like Crafted is built for this exact purpose — identifying local influencers who can go into your target retailers to create engaging content that drives to retail.

Announce limited-time offers and special discounts available only to your social media followers. Use posts, stories, and ads to spread the word. Create urgency with countdown timers and eye-catching visuals. Encourage followers to visit the store by requiring them to show a social media post to redeem the deal. Partner with influencers to share these exclusive offers with their audiences. Engage followers with interactive content like polls or Q&A sessions about the deals. This strategy not only drives foot traffic but also enhances customer loyalty and engagement.

This is a great way to attract and track. Announce a 'really' compelling offer on social media, like an exclusive discount, a freebie or entry into a giveaway for customers who check in at your store on specific dates. Make sure that the offer is genuinely lure-worthy. Gamify it further, have a "secret" password, and to get the ball rolling, collaborate with an influencer to drive eyeballs to your announcements. Encourage customers to share their photos and check-ins to build an engaged community. Track, Analyze, and iterate!

Having your customers and fans create content is the most real / powerful form of UGC. If it becomes a challenge to get enough quality content, you can curate UGC (also called CGC, creator-generated content) by reaching out to local creators to talk about your promotion and go into stores to showcase the promotion and your product on shelf.

Encourage customers to share their in-store experiences by posting photos, videos, and reviews using a unique hashtag. Run contests where followers can win prizes by sharing their visits and tagging your store. Feature this content on your own social media channels to build a sense of community and authenticity. Respond to and share customer posts to increase engagement. Highlighting UGC not only amplifies your promotion but also builds trust and excitement, motivating more customers to visit your store and participate in the promotion.

Use live streaming on platforms like Instagram and Facebook to showcase events, new products, or promotions as they happen. Engage with your audience by responding to comments and questions during the live session. Post real-time updates, stories, and behind-the-scenes content to keep followers informed and excited. Encourage customers to share their experiences in real-time and tag your store. Utilize polls, Q&A sessions, and interactive content to involve your audience directly. This dynamic interaction fosters a sense of urgency and connection, driving more foot traffic to your store.