Trigger Systems: Amplify Your Marketing Through Multi-Channel Development

Your company is releasing another new product, as it does every few months. But, just like the last time and the time before that, it seems like everyone is running around with their heads cut off. This is way more stressful than it should be, you can’t help but think. If this is something we do regularly, why does it feel like we’re reinventing the wheel each time?


Sadly, you are far from alone. For many (really, very smart) companies, semi-recurring projects – like new product launches and mergers & acquisitions – or even a simple business “win” can send people into a tizzy, despite the fact that this is the fourth such occurrence this year.


That’s where Trigger Systems can help.


What Is a Trigger System?

A Trigger System is a marketing/communications plan that’s in place before you need it. This can be set up around any recurring or semi-recurring events that your company needs to communicate about. Whatever the event is, as soon as you know it’s coming, you have a clear set of marketing and PR marching orders that get “triggered.” This could include press releases, updated brochures, targeted social and PPC ad campaigns, blog posts, social media posts … the world is your oyster!


Yes, we know that sounds like a pretty simple proposition, but you’d be surprised how easy it is to forget all the things you did last time, when they worked so well. Setting up Trigger Systems means that the thinking around what to do is done, and you can focus on executing how you do it, with even more style and panache, so that people actually stop and listen to your message.


What Does a Trigger System Look Like?

Trigger Systems can vary widely based on the event that you are trying to communicate about. They can be super small and specific, or they can be sprawling, multi-department affairs. Whatever the scope, there are tons of scenarios in which Trigger Systems can be really useful.


Supporting a piece of collateral with related promotional collateral.

Every time you write a blog post or a press release, you should write supporting social media posts, pointing your followers to that content and getting them onto your website.


Responding immediately to an action taken by a current or potential customer.

As soon as somebody downloads your app, they receive a welcome email, with helpful information about how to use the app. After 21 days have gone by, another email is sent with a friendly “just checking in” message and a coupon download CTA with a discount on in-app purchases.


Reacting in real-time to a piece of significant news that affects the company or customers.

When the worst happens, and your product [insert the worst thing your product could possibly do], having a Trigger System in place means that you can calmly, but quickly, start putting out all the – figurative, and potentially literal – fires that your product misstep has caused.


With Trigger Systems, most of the hard work is on the front end. Once they’re in place, it’s mostly the same every time. And eventually, these processes get absorbed into the muscle memory of your company. But the beauty of Trigger Systems is that they’re “Janet just put in her two weeks”-proof. When you put in the effort to document all of the actions that make up a Trigger System, your plan will live on – even after Janet goes to work for your biggest competitor. Traitor.


Wow, Thanks – What Do I Owe You?

Sounds like a freebie, right? But setting up Trigger Systems takes some serious work! When you get into the mindset of seeking out your marketing and communication triggers, you may find it addictive. Don’t worry, that’s the point. The more planning you can do, the less likely you’ll ever get caught off guard. And if it’s all too overwhelming, there are Trigger Systems experts you can call! We’re happy to help.