John Robert Powers Finds Models with Photo Contest

John Robert Powers Finds Models with Photo Contest

Modeling agency John Robert Powers is always on the lookout for new talent, and during their campaign to find fresh young faces, they turned to us for a photo contest to find San Diego’s Cutest Kid.

The Promotion

An interactive promotion was promoted on the JRP website to find San Diego’s Cutest Kid. The photo contest invited parents to submit photos of their 12-18 year old son or daughter to participate. We helped them advertise the contest on marketing partner SanDiegoContests.com, a local website dedicated to publicizing promotions.

Prizes included cash, a JRP Scholarship, and free evaluations for those interested in pursuing a career in modeling, which served as a source of leads for the agency.

The Results

They received over 400 entries, outstanding results for a photo contest, and thousands of votes. The campaign spread virally as contestants encouraged their social networks to support their entry. John Robert Powers harvested the leads with ongoing email communication to candidates they were most interested in to recruit new clients.

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Sales: Measurable Results

Sales: Measurable Results

When advertisers consider what to offer in their promotion strategy, there’s almost always a conversation about the value of the type of person that responds to a special offer or giveaway.

Using the power of incentive (coupons, discounts, free gifts, or a chance to win) are all important tactics in a marketing strategy. It provides an introduction to a brand or product, leading to sampling, sales and long-term loyalty.

Giveaways and contests are 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.

One of Sandra’s clients, Cedarlane Natural Foods, increased brand awareness by raising Cedarlane’s visibility on their website and on Facebook. Matthew Gillespie, Director of Trade & Sales Planning, explains:

Our goal was for Facebook feedback to help generate leads and for Web visits to build awareness of the variety and advantages of the Cedarlane product.

They ran two types of promotions, a simple contest with a small prize, and a more complex contest with larger prizes. The result?

[We] more than doubled our email database, and, social media and Web traffic increased both in frequency and engagement by allowing customers to sign up to receive updates about future contests via their newsletter.

In other words, they increased awareness, introduced their brand directly to new contacts and identified new leads. Entrants participated for selfish reasons (to win a prize) and in the process, new customers came into the sales channel!

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The Value of Facebook Fans

The Value of Facebook Fans

“Get more Likes” is a battle cry rising from businesses of all sizes. A strategy that expands the reach of your brand by increasing your fan base is critical for business success on Facebook.

While not the only consideration for a social strategy, the more that “like” you, the greater your influence across their network of friends. You may have 1,000 fans, but each has hundreds of friends who can see the content they interact with. (Note: According the Pew Research, the average Facebook account has 229 friends).

Further, advertisers continue to obsess about driving their Facebook likes. And you can help them!

Interactive Promotions Drive Likes

One of the challenges in attracting Likes is finding a reason to click that little blue button. Many brands lack an emotional connection. It’s not natural to go out of your way to “Like” a hotel page without a stimulus to become part of the social community.

This is where promotional offers can be very effective. Offering a sweepstakes, contest or other incentive is a powerful motivator. We can publish your promotion on your page behind a Like-gate. In order to participate, users must first “Like” your page.

Using marketing messages to drive traffic to your offer, this strategy can increase your fan base dramatically. One of our clients, a local auto dealer, increased fans by 1,100% in less than two weeks.

Turning Facebook Likes to Prospects

Increasing the number of fans is great, but it isn’t enough to drive business results. It’s critical to engage your new contacts. That starts when you collect contact information to communicate without having to count on them seeing posts in their Facebook feed. When they enter your Facebook promotion, you now have a direct contact.

Of course, contacts are not the same as customers. Only a percentage of Facebook fans will become long-term customers. An important step in the process is to identify respondents with the right analytics. What is their age? Gender? Education level? Occupation? Geographic location? Local businesses can also benefit from geo-targeting, reaching only people that are in their marketing or service area.

When they enter a promotion, you gather rich, detailed information about each individual. With the data harvested from embedded survey questions, you’ll quickly identify the most valuable prospects so you can invest your time and resources in those most likely to become loyal customers.

Turnig Prospects into Customers

Once you’ve sorted your list to focus on high value prospects, you’re able to promote offers and tailor messages to specific segments of your audience, based on data in the survey questions.

It’s easy to adjust strategies to target subsets quickly and easily. For example, a furniture retailer could target consumers interested in a kitchen remodel with an appropriate message, while delivering a separate message to those shopping for dining room furniture.

This strategy is a highly effective and efficient method of leading prospects into a deeper relationship with your brand.

Conclusion

A vibrant, active social media community is a valuable asset for any brand, and incentives to “Like” your page is an effective, cost-efficient way to establish your social presence.

Once you’ve earned the Facebook click, and gathered their personal information, nurture these leads with customized communication based on their interests and tastes to convert fans into customers.

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The Power of Radio Promotion

The Power of Radio Promotion

Mark Kasoff is an excellent researcher, and a smart guy, and I don’t say that just because of the findings in his new study on the attitudes and behavior of radio listeners regarding contests.

In his article, Listeners Surprisingly Positive on Contests, Mark points to the growing power of interactive promotions that we’ve observed for the last few years. He says,

I’ve never pushed contesting as a panacea for (radio) stations. A good contest can’t make a bad station successful… Yes, contests can be a real edge for a station, and for traditional radio in general.”

Kasoff’s survey of 18-64 year old radio listeners supports the conclusions of consultant Alan Burns, and provides another reason for broadcasters to increase their attention on this traditional radio advantage.

His findings prove that contests: a) make a station more interesting to listen to, and b) positively affect at least 1/3 of the audience to listen more almost no downside risk.

Kasoff says,

I’m blown away by these numbers. Even if we toss in the requisite ‘grain of salt’, there’s no conclusion other than contesting can be a very good thing!

And, check this out: 12% agree a lot with the statement: You would listen to a station you don’t like just for a chance to win its contest!

Combine this information with the Burns observation that contest players are 55% more likely to participate with a radio ratings service, and you begin to understand the value of having a relationship with “contest types.”

We conducted our own research with embedded survey questions in (enter to win) giveaways. In one market, we found 689 entrants who said that they were currently participating in a radio service that asks you to record your radio listening.

Kasoff concludes:

It’s true that contests have no impact on the majority of listeners’ interest in a station, or how much they listen to it. But there remains a substantial percentage that are impacted by contests, and in an overwhelmingly positive way.

Better yet: Those that are affected, are precisely the ones you want and need to reach.

Though Kasoff and Burns stop short of suggesting tactics for engaging these high value respondents, they both likely would support an aggressive on-air contesting strategy.

We agree with that premise, but take it one step further: What if you had a direct, one-to-one relationship with those folks, and could communicate with them at any time in a series of connected, interactive promotions that led them back to specific appointment tune in occasions? Day after day, week after week?

WP Hatch can help you find them and recruit them as high value listener respondents. Contact us to get started.

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Using Online Promotions and Giveaways to Get to Know Your Audience

Using Online Promotions and Giveaways to Get to Know Your Audience

Data has been described as the new gold. Generating qualified respondents relies on accurate, actionable data, and gathering that information is about knowing what to ask, how to ask it, and making it worth listener’s time to respond.

If you ask it the right way, you can learn virtually anything about your audience. Do you need to know how your radio station is perceived against competitors? We can do that. What other stations do they listen to? No problem. When and why do they tune out? And what unique features on your station bring them back? Do they listen at work? The possibilities are endless.

By extending promotion offers beyond your current audience, we can even identify those prospects who may not listen now, but fit your station target audience. With a direct relationship, you can lead them to tune-in sampling.

Does it work? Yes! In a recent promotion for one of our clients, 97% of all entrants answered at least three questions, resulting in over 8,200 responses, each a prospective new listener that could deliver 1/4 hours indefinitely, if you manage the database properly and invite them to participate based on their interests.

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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.

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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.

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Cox Communications: Lead Generation Winner!

Cox Communications: Lead Generation Winner!

International ad agency Initiative Media helped Cox Communications introduced mobile telephone service to Southern California with a multi-media campaign to find prospects wishing to change their mobile phone service.

This lead generating campaign built a database of consumers nearing the end of their existing mobile contract and identified those interested in exploring options with another provider. A secondary objective was to leverage their advertising budget to increase awareness for mobile services through traditional mass media partners.

The Campaign

We created, managed and administered Cox Go Mobile, an enter-to-win giveaway offering the winner a choice of seven exotic vacations. Each destination was promoted separately as a special promotion on television stations airing the Cox television campaign. With our unique multiple entry location technologies, each TV partner promoted entry on their own website, giving each partner a greater stake in the campaign.

In addition to the media partners, entry points included Cox’ website and Facebook page and their retail stores via mobile (QR) code.

The Results

Cox Communications attracted more than 23,000 opt-in entrants to their database, with 86% completing simple survey questions. Armed with the intelligence to follow up with relevant messages, promotions, and offers, the Cox Go Mobile promotion was a successful catalyst to launch the new offering and convert contacts to leads, and leads into customers.

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