Bored with Sweeps? Get Inspired for your Next Promotion
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Transcript of Bored with Sweeps? Get Inspired for your Next Promotion
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Bored with Sweepstakes? Get Inspired for Your Next
Promotion#smwsweeps
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Nikki HalcombSocial Promotion ExpertPremier Business Solutions@PBS_SB
• Promotions Management• Loyalty Programs• Fulfillment
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Kelley WhalenAccount Supervisor – PR/Social MediaHY Connect@hyconnect@kelleyliz
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For the next Hour…
A Primer on Promotions
Get Inspired
What’s Ahead
Q&A
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60% of US consumers have
purchased a brand because of a promotion
IMI international
80% of consumers have
entered a sweepstakes
eMarketer
82%of consumers will
exchange personal info for a chance to win
Jupiter Research
Promotions Deliver Results
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Sweepstakes• Random winner from
all entries.• Good for volume.• Low barrier to entry.
• A defined set of criteria determines winner.
• Good for engagement.• User generated content.
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Contest
Know the Difference
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Start by Defining What You Want to Accomplish
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Fan Engagement
Fan V
olu
me
Data Collection
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Don’t Have Channel Bias
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Facebook Engage your communityTwitter EventsYouTube Videos, talent or how-to contentVine Quick interactionsInstagram Is your target young?Pinterest Is your target women or moms?
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Public VotingModeration of public facingentries.
More engagement, lesscontrol.
Requires a distinct entryand voting period.
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How Will People Learn About Your Promotion?
Integrated marketing campaigns
Incentives for sharing
Partnerships
Celebrity judges
Support a Cause
???
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Your Fans Want the Fine Print
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Official Rules
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When it Comes to Rules…
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• Balance the risks vs. the rewards.
• FTC regulations – what do they mean?
• Each social channel is different with unique guidelines.
• Give yourself enough time to establish good rules.
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The FTC Wants
Promotions Identified
as Such
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#WanderingSole
#Contest#Sweeps
#Giveaway
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60% of US consumers have
purchased a brand because of a promotion
IMI international
80% of consumers have
entered a sweepstakes
eMarketer
82%of consumers will
exchange personal info for a chance to win
Jupiter Research
Promotions Deliver Results
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Creating Memorable PromotionsA M U S E
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Creating Memorable Promotions
#1 - Award
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What Do Your Fans Really Want?
#1 reason people connect with brands on social is for incentives.
Product, Discounts, Experiences, Behind-the-Scenes access, Recognition, ???
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Crate & Barrel Ultimate Wedding
Bigger prizes allow you to ask more from entrants.
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Doritos Crash the Super Bowl• Largest online video
contest, run at least one fan made video during the Super Bowl.
• Thousands of submissions each year. Much more in earned media.
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Indiana University Health Go Wild for Same-Day Appointments• Tickets to local zoo.• In newsfeed, simply
like to enter. • Bitly to rules.
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Creating Memorable Promotions
#1 – Award#2 - Messaging
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What would you rather win?
An all-expense paid trip.
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The best job in the world.
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Queensland Best Job in the World
• 6 month stint in Australia
• 150K “salary”
• In first week - 4 million web hits, 2,000+ :60 video entries
• International press
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Queensland Best Job in the World
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Patagonia Environmental Pledge
• Campaign broke on Black Friday.
• Broke down environmental impact of its most popular jacket, then asked people to take a pledge to reduce consumption.
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Reflect brand voice.
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Creating Memorable Promotions
#1 – Award#2 – Messaging#3 - Unselfish
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#1 reason people use social media is to stay in touch with friends, not brands.
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Brand-Centric Backfires
#MyNYPD
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Forbes: When Hashtags Become Bashtags
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Dove Real Beauty Should Be Shared
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Build in a Cause
87% of consumers would switch from one brand to another based on the other brand supporting a good cause.
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Corporate Benefits
Charitable
Benefits
Consumer
Benefits
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Cause Marketing Meets Promotion
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People are motivated by good causes.
ALS Ice Bucket Challenge
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Wahl Dirty Dog Contest
• After a 1-month entry period, Wahl chose 25 finalists.
• Then fans decided winner by voting once daily during 2-week voting period.
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Creating Memorable Promotions
#1 – Award#2 – Messaging#3 – Unselfish#4 - Simple
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The average adult attention span is 2-8 seconds.
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Apply the BS Test
Would your friends enter?
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Chipotle Wrap What You LoveSimple brand tie-in keeps you part of the promotion.
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#WahlGroomedContest
• User generated content contest.
• Upload a photo with hashtag to Facebook, Twitter or Instagram.
• 1 winner will selected each week to receive a Wahl trimmer.
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#WahlGroomedContest
• Long-term contest, extends a mobile tour.
• Offerpop helps us manage entries.
• Challenges with Facebook hashtags.
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Creating Memorable Promotions
#1 – Award#2 – Messaging#3 – Unselfish#4 – Simple#5 - Entertain
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Talk Value• People turn to social media
for entertainment and to kill time.
• If your promotion resonates, gives people a good experience, they’ll be more likely to pass along to friends.
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DELSEY Travel Wish• Create a board of
the places you want to travel.
• Win $350 airfare and luggage.
• Tapped travel bloggers to judge boards.
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Explore Brand and Consumer Truths
If you can shape a promotion around something you know fans are already doing, or enjoy joking about, it will be more likely to go viral.
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JetBlue Election Protection
“I swear I’m leaving the country if x wins.”
• 50+ million in PR impressions.
• 100,000+ entries• Limited budget.
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Do Us a Flavor
“Why isn’t _____ a chip flavor?”
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• 3.8 million submissions, 1 million votes.
• 8% sales increase.
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What’s Ahead
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Do make promotions part of strategic, annual planning.
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Budget to boost your promotion.
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Budget for great creative.
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Tap into real-world events.
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Surprise and delight your super fans.
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Favorite Vendors
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Questions or Comments?
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#SMWsweeps