Features of SoLoMo strategy implementation in marketing
Technology is helping to rethink traditional marketing approaches. Innovative solutions make it possible to provide customers with a memorable experience of interacting with the company and enhance the impact of real-life meetings. In this context, SoLoMo is a strategy that helps take events to a whole new level.
SoLoMo is an acronym for three key components: social, local, and mobile. This approach harnesses the power of mobile devices, geo-location, and social relationships. It has become a popular way to promote business events.
Practical application
A company plans to launch a new product and organises an event to celebrate it. It uses social media advertising to reach a wider audience. The marketing campaign might include user-generated content or engaging opinion leaders.
At the same time, the company creates an e-newsletter for regional customers. The email includes QR codes to navigate from a mobile device to a landing page. The company also engages local influencers to educate consumers about the new product. This strategy allows for multi-directional interaction. As a result, the promotion works for both local consumers and a wider audience.
The SoLoMo approach is used effectively to create excitement around a new product. This is illustrated by the example of Elation Lighting, a company specialising in lighting products. To raise awareness of its solutions, the company introduced clever teasers on social networks. In this case, the focus was on stimulating the FOMO effect in the target audience. This is the fear of missing out on something, both materially and psychologically.
Next, Elation Lighting focused its efforts on local audiences. It launched geo-targeted advertising and an email newsletter. The aim was to invite them to an event where the company was launching its new product. As a result, the team was able to attract a significant number of attendees and receive positive feedback.
SoLoMo strategy features
When used correctly, SoLoMo is highly effective. However, there are a number of key aspects to consider in order to achieve the desired results:
1. A clear strategic focus. This demonstrates the value of the product both virtually and physically.
2. Providing a measurable experience. The strategy should include clear calls to action that can be quantified. Implementation can consist of the introduction of digital touchpoints such as landing pages and QR codes.
3. Attention Signs. Consumers are more likely to remember a product and company if they have a physical reminder of it. Offering a souvenir or gift to event attendees can be a great way to grab the attention of potential customers.
Follow-up communication is an important part of the strategy. This includes sending personalised emails within 24 hours of the meeting. You can also use social media to highlight key points from the event.