How Metro News More Than Tripled Facebook Fans in 30 Days

How Metro News More Than Tripled Facebook Fans in 30 Days

Case Study Overview

Publisher Metro News (Canada) launched a campaign to promote their Facebook pages in Windsor, Hamilton, Victoria, and Kitchener, they turned to us to deliver new likes and encourage downloads for their new iPad app. Their goal was to reach 1,000 likes in each market during a four-week promotion.

The Promotion

To publicize the new iPad app, a giveaway to win a new iPad was launched on all four Facebook pages.

We encouraged app downloads in an aggressive on-line and email campaign to each entrant, emphasizing Metro News core value of local, community-based content available in the new app.

To raise awareness, we built and managed a Facebook ad campaign targeting residents of each community.

The Results

This 30-day campaign exceeded all goals for each of the four markets in less than 3 weeks. The targeted ad campaign worked in attracting entrants. From there, entrants spread the message virally through their social networks and contacts with our convenient feature that awards extra entries for sharing.

At the end of the campaign, results exceeded expectation by more than 40%!

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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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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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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.

Advantages:

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

Disadvantages:

  • 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!

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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.

Advantages:

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

Disadvantages:

  • 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!

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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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