Why Email Marketing is Critical To Success

Why Email Marketing is Critical To Success

Almost every adult checks their email every single day. According to data, the figure ranges from 88% to as much as 95%. That’s more than visit any other platform, including Facebook!

Of course, competition for space in the inbox is fierce, but email remains an inexpensive and critical means of communicating to fans and potential fans. So here’s why YOU should care about growing your database:

  1. You Own It. Facebook Likes and Twitter followers are in other platforms. Their reach is powerful, but it’s mediated by a third party. The email addresses are yours forever, and nobody can take them away from you by changing policies or denying access.
  2. Personal Connections. Your email list is a goldmine, if you use it properly. It allows you to understand listeners and their preferences. Targeting relevant messages to the right people is virtually unmatched with email marketing, if you take the time to gather the right data first.
  3. Email is Effective. Facebook reach (the number of fans who actually see posts in their News Feed) is only 6%. Targeted, relevant email open rates are usually in the 20-30% range, some even higher. Your message is 5 times more likely to be seen in an email than on Facebook!
  4. Email Drives Response. 2/3 of online customers make purchases as a result of email. Delivering the right message with an attractive offer delivers results.
  5. It’s Easy to Do. It’s not that expensive to design and send emails. And, with the right message, you can send them frequently.
  6. It’s a Profit Center. By extending your reach to advertisers, and helping them find new customers, your email list becomes a new media, with tremendous revenue potential.

As part of our digital strategies, we help you build smart databases – and make the most of them by. As your database grows, your response rates increase and revenue skyrockets. Let us help you get started!

How to Get More Radio Listeners: Bribe 'em & Buy 'em

How to Get More Radio Listeners: Bribe ’em & Buy ’em

When we’re talking with programmers about the value of contests and sweepstakes in their promotion strategy, we inevitably have a conversation about the value of the type of person that enters to win.

The concept of Bribe Them and Buy Them is a marketing technique to attract customers beyond that which the product can generate on its own.

Incentives (coupons, discounts, free gifts, or a chance to win) are important tactics in a marketing strategy. and no business is better at providing incentives to take action than radio.

A giveaway is easy and fast to implement, provide results in real time, are cost-effective and deliver measurable, accountable return on investment (ROI).

Sandra Fathi, President of Affect Strategies, says,

I have yet to find an organization — business-to-business or business-to-consumer — that would not benefit from some type of online contest.

Used properly (and following up with respondents) can help you:

  • Accelerate social media participation
  • Increase brand awareness
  • Generate “heat” on your station
  • Increase tune-in
  • Drive listening occasions
  • Reward existing customers

How To Conduct Your Own Giveaways & Contests

1. Create the Contest. Sweepstakes are a random drawing, but for contests, there are many ways to choose a winner, including video, photo or essay submissions. Public voting is an especially popular choice, as it involves entrants to spread your promotion to their friends. When setting up your contest, be sure to observe laws that may affect entry eligibility. c.saw media + promotions can advise you and help you develop a campaign that fits your needs.

2. Choose the technology. You have many choices here. Choosing the right one is key to your campaign’s success. We bring you alternatives that fit your budget and accomplish your goals.

3. Allocate Resources. It’s highly likely that the marketing department, sales department, legal department and PR team will all be involved in a successful contest. Your campaign will require attention, time and promotion. If you don’t have resources in-house, you can outsource management. We can offer contest administration and management services, and can operate your promotion with no disruption to your team.

4. Prizes. The incentive that drives your audience to act is an important consideration. If you know your target audience, you should be able to design an attractive prize that appeals to them. It’s important to match the offering to your objectives as well as consider the effort required to enter, which is especially important for contests.

Sandra says:

If I just have to provide my email address to enter to win a free ice cream cone, that might be enough of an incentive. However, if I need to create a commercial for an ice cream brand, including write a script, create a video and solicit votes, my prize better be at least a truckload of ice cream.

5. Harvest the Leads. Attention is only valuable if you act on the new contact you’ve acquired. How you follow up to turn a contact into revenue is the most important part of any campaign. For best results, respond quickly, succinctly, and provide an additional incentive for taking another action. In all communication, deliver a specific, targeted message based on the intelligence you’ve collected in the entry process.

Advertiser-Centric Promotions

Advertiser-Centric Promotions

It’s no secret that advertisers are changing the way they allocate ad spending, directing more of their budgets to interactive digital media. Radio sales managers have found this a challenge, but should be celebrating!

Borrell & Associates Local Promotions Forecast notes that local marketers love promotions. The report shows that advertisers are spending more and more on contests, promotions, discounts and coupons and

“…there appears to be no turning back… (Advertisers are) collecting more email addresses. In 2012, they spent 81% more on promotions, and should reach $176 BILLION in 2013.”

Find out why radio is the ideal medium to capitalize on this exciting trend. Contact us to learn how we can help you:

  • Proof that ratings respondents are contest players. That’s one of the key reasons that promotions matter to radio programmers.
  • Why building a smart database is a key to your ratings success… and can deliver hundreds of thousands of non-spot revenue! If you’re not doing it yet, let me help you get started!
  • How to get advertisers to pay you to find ratings respondents – and steal listeners from your competition!
  • Tactics that will ensure success of your next promotion before you ever run a single promo on the air!
  • How to generate real non-spot revenue… by generating sales without adding promos!
  • New ways to deliver accountable results including hot leads in real time—directly to your advertisers!
  • New routes to revenue-generation, including promotions that generate real-time hot leads for advertisers… and ring your cash register with each qualified entry.
The value of hot leads

What are Hot Leads?

And why are they important to your clients

Every business wants more leads. Leads are potential customers who have expressed at least some interest in a product or service. But not all leads are created equal. Expressing interest doesn’t mean they’re ready to make a decision.

A hot lead is a prospect that is ready to become a customer. They’re sales-ready. We help you determine how hot the lead is based on:

Their Profile. With your criteria of what makes an ideal customer, we will help you find consumers that match. For example, consumers who rent apartments aren’t leads for a landscaping company. We can eliminate them from your lead list.

Demonstrates Interest. With the right information, we can profile their interest level and readiness to make a purchase decision. Knowing that the prospect is interested in a cruise in the next six months adds to their hotness for a cruise company.

Fits Their Budget. Knowing if a prospect plans to shop for a used economy car is much different than someone in the market for a high-end luxury sedan.

Are they Motivated? When do they plan a purchase? Have they already made a decision to buy, and are now investigating where they will purchase? And do you know when they plan to buy?

Sales Readiness. Are they interested in meeting with, or speaking to, one of your representatives?

Hot lead criteria vary by industry. With a lead-generating interactive promotion and using our embedded surveys, we can deliver hot leads to your sales channel in real time. When a prospect matches your criteria, you can be in contact with them in seconds, greatly increasing the chance of turning contacts into customers.

When to use Giveaways & Sweepstakes

When to Use Photo & Video Contests

User-generated content (UGC) promotions are highly engaging and have the added benefit of entrants actively spreading your message. There are many types of contests, but the most popular are photo entry, video contests, and essay contests. Users enter and post content to be judged or voted on, to win.

We can build your contest with many options. You can allow public voting and commenting, or choose a winner from a panel of judges, taking it out of the public’s hands.


  • Engaging and more memorable than giveaways.
  • Greater chance of viral social spread.
  • Adds content to your site or social media pages.


  • Fewer overall entries (the more you ask of the entrant, the fewer entries to expect).
  • Requires more active promotion administration.

Use a UGC promotion for:

  • Increasing traffic to social media page or landing page.
  • Spreading your brand via entrant recommendation.
  • Creating goodwill or positive feelings about brand.
  • Building email marketing lists.
  • Increasing traffic to your site.
  • Growing social media fans (Facebook).

Critical for success:

  • Easy to enter. Make sure it’s clear to entrants.
  • Clear plan to award winner.
  • Easy to share landing page to solicit votes.
  • A good set of rules that complies with contest laws!
  • Great design, clear messaging on landing page(s).
  • Regular follow-up messaging to remind entrants to encourage voting.
  • A promotion plan to drive traffic to your contest.
  • Plan to follow up with entrants.

Is a photo, video or essay contest right for you? Discuss your goals with one of our promotion specialists. We can share hundreds of ideas and help you find the right solution for your brand!

When to use Giveaways and Sweepstakes for your brand

When to use Giveaways & Sweepstakes

Giveaways are simple enter-to-win contests. One of the biggest advantages is ease of entry. It’s fast and easy to participate.

We build beautiful, customized giveaways with powerful features. Each promotion is integrated with social media, making it easy for entrants to share with contacts, friends and followers to earn extra entries. Multi-platform publishing allows your campaign to appear on an unlimited number of entry points, including any website, blog, Facebook and more. Your promotion works seamlessly on any smartphone, so mobile entry on location is a breeze.


  • Fast, easy entry attracts more entrants.
  • Easy to administer and manage.
  • Can publish to social media sites.


  • Lower viral spread than contests with voting.
  • Less “sticky” than some promotions.

Use a Giveaway for:

  • Increasing awareness of a new product.
  • Free trials of a product.
  • Gathering contacts, prospects, leads and hot leads.
  • Building email marketing lists.
  • Identifying tastes, behaviors and perceptions.
  • Generating referrals from entrants.
  • Increasing traffic to your site.
  • Grow social media fans (Facebook).

Critical for success:

  • Prize/offer appropriate to your brand objectives.
  • Ability to publish on multiple sites/platforms.
  • A good set of rules that comply with sweepstakes laws!
  • Great design, clear messaging on landing page(s).
  • Actionable survey questions embedded in promotion.
  • Auto-reply email message with call-to-action.
  • A promotion plan to drive traffic to your giveaway.
  • Strategy to entice sharing to activate viral activity.
  • Plan to follow up with entrants.

With a custom giveaway, you tell us what you, and we make it happen. Are you ready to get started? We handle all of the details! Get started today!

How to Deliver Customers with Online Promotions

How to Deliver Customers

Ultimately, your goal is to attract customers for advertisers. It doesn’t matter how many people hear their message. It only matters if you can motivate those interested in the advertiser’s product or service take action.

They’re after long-term, loyal, repeat customers. Your smart database, combined with the power of radio promotion can be your most effective and efficient means of customer acquisition.

When we work with your sales team, we tech you how to deliver measurable, accountable response for advertisers.

Of course, it’s naïve to assume that every consumer is interested in, or has a need for, what you offer. Parents with newborns are prime prospects for Huggies. A single guy without children isn’t exactly a fertile market. The exposure has value, but not as much as that new mom!

That’s why we classify respondents into four categories:

Contacts are entrants who have taken and action, becoming part of your database. They may or may not be interested in your product or brand. They may just be interested in winning a prize. Still, good marketing is never wasted, and brand awareness is an important part of the purchase decision, even if that purchase may be months or years away.

Prospects are contacts likely to purchase at some time. They may or may not be partial to your brand. Our embedded survey questions separate those participating just to win from candidates to become, customers. For example, a landscape design company could identify those who own their own home vs. those who rent. Renters are highly unlikely to become customers. They can then focus their attention on marketing to the homeowners.

Leads are prospects interested enough to seek more information or take action in the near term. The quantity and quality of leads are the criteria by which interactive promotions should be judged. We had a very successful campaign for a Bankruptcy Attorney, returning 175 qualified, high-value leads. Another campaign for Cruise Connections generated almost 25,000 entrants, and resulted in over 8,100 qualified leads! When it comes to leads, quality is more important than quantity (but quantity is a good thing!)

Hot Leads are leads ready to take action right now and are willing to be contacted. Leads that agree to immediate contact are the most valuable of all. They’re practically begging you to become a customer! When we identify a Hot Lead (base on your criteria), an automatic alert is sent to your management team to follow up. Conversion rates skyrocket when prompt action is taken.

It’s important to understand that leads, even Hot Leads, don’t automatically become customers. A strong sales process and a commitment to follow up with prospects are critical. The sooner you respond, the more likely they are to become a customer. This is simply good relationship marketing. Developing relationships with consumers leads to long-term marketing success and is the ultimate culmination of a lead-generating campaign.

Lead generation is often misunderstood. It is both art and science. Used properly, it can be your most valuable weapon in the war for consumer engagement. And it’s a key element of building your sales base to deliver new revenue from new sales categories.

Cruise Company Generates $900,000 in Qualified Leads

Cruise Company Generates $900,000 in Qualified Leads

Case Study Overview

How would you like 8,421 customers interested in buying your product or service? That’s what happened with this lead generation campaign with Cruise Connections.

The goal was to find new prospects interested in cruises, engage them with an offer, and identify leads most likely to purchase a cruise in the near future. A secondary goal was increasing Facebook fans.

The Campaign

We set up, managed and administered a Choose Your Cruise giveaway, offering a cruise for two to the winner’s choice of destinations. It was promoted on the client’s website and marketed aggressively with a targeted email campaign we organized on their behalf. To engage Facebook visitors, a targeted display advertising campaign directed entrants to the Cruise Connection’s Facebook page.

To separate contacts (those just entering to win) from prospects (interested candidates, but no immediate purchase intention) and qualified leads (ready to buy now!), three qualifying questions revealed the most enthusiastic cruisers, their preferred destinations and when they planned their next cruise. Reply email messages with discount offers were sent based on their survey answers.

The Results

In this 8-week campaign:

  • Attracted 24,689 total entries.
  • 8,421 were qualified leads (entrants who planned to cruise in the next six months and wanted an offer by phone or email).
  • With an expected conversion rate of 27%, 2,273 sales were expected.
  • Their expected profit per conversion is $400.
  • 2,273 sales x $400 profit = $905,000!!!!

These are new customers with lifetime value, and will continue to deliver increased revenue and sales for years, Plus, the prospects and contacts are all prime candidates to become customers over time. We already know they’re interested in cruises, just by entering the giveaway.