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<ul><li>The Three New Rules </li></ul><ul><li>of Effective Online Promotions </li></ul><ul><li>Eric Anderson </li></ul><ul...
<ul><li>Admit it: You think promotions are a  little  tacky. </li></ul><ul><li>  </li></ul>© 2009 White Horse Productions,...
<ul><li>The Web has broadened their appeal, but they still run the gamut…. </li></ul><ul><li>  </li></ul>© 2009 White Hors...
<ul><li>The essence of a promotion has never changed. At its core, it’s a very simple idea: </li></ul><ul><li>  </li></ul>...
<ul><li>But promotions are also evolving, especially now that they can be texted, tweeted, tagged, etc. </li></ul><ul><li>...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Start out with the most basic quest...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>There’s a basic equilibrium underly...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>At the risk of being even  more  re...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>The instant-win sweeps Business goa...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>The enter-to-win sweeps Business go...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>User-generated content contest – te...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>User-generated content contest – vi...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Most sweeps/contest entries occur d...
<ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Equilibrium applies to the prize po...
<ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>The brand impact varies by promotion type, but every p...
<ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>Even a simple sweeps is an opportunity to reinforce th...
<ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>UGC contests are the very best brand interactions you ...
<ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>But that’s also where most UGC contests fall short. An...
<ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The most obvious way to make a promotion more sociable is to a...
<ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The limitation: your promo site isn’t actually a social networ...
<ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The alternative: run the promo on a social network site, where...
<ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>Another major advantage to running contests on the social netw...
<ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>More entries for less development cost… What’s the downside?  ...
<ul><li>Recession-Friendly Bonus Rule #1: Seed for free. </li></ul><ul><li>  </li></ul>No matter where the promo takes pla...
<ul><li>Recession-Friendly Bonus Rule #1: Seed for free. </li></ul><ul><li>  </li></ul>… and contest/sweepstakes aggregato...
<ul><li>Recession-Friendly Bonus Rule #2: Reskin, recycle, reuse. </li></ul><ul><li>  </li></ul>Demand economy of scale fr...
<ul><li>Recession-Friendly Bonus Rule #3: Hire White Horse. </li></ul><ul><li>  </li></ul>THANK YOU. Eric Anderson VP of E...
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The Three New Rules Of Effective Online Promotions

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The pressure's on for marketers to make 2+2=5 in Q4 to finish the year strong. There's one tool in the marketing arsenal that's perfect for a short-term surge: the online promotion.
In this presentation, you'll learn how to choose the right promotion type - sweepstakes, UGC contest, instant win, etc. - and engagement tactics to maximize your business goals with minimum cost.

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Transcript of "The Three New Rules Of Effective Online Promotions"

  1. 1. <ul><li>The Three New Rules </li></ul><ul><li>of Effective Online Promotions </li></ul><ul><li>Eric Anderson </li></ul><ul><li>VP of Emerging Media </li></ul><ul><li>White Horse </li></ul>
  2. 2. <ul><li>Admit it: You think promotions are a little tacky. </li></ul><ul><li>  </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
  3. 3. <ul><li>The Web has broadened their appeal, but they still run the gamut…. </li></ul><ul><li>  </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission. From the wretched…   To the sublime.  
  4. 4. <ul><li>The essence of a promotion has never changed. At its core, it’s a very simple idea: </li></ul><ul><li>  </li></ul>It’s about getting people to do one thing when you really want them to do something else. People are wary of that, so you also have to give them prizes. © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  5. 5. <ul><li>But promotions are also evolving, especially now that they can be texted, tweeted, tagged, etc. </li></ul><ul><li>  </li></ul><ul><li>You need three new rules to make sense of all this: </li></ul><ul><ul><li>Rule #1: The more you ask for, the less you get. </li></ul></ul><ul><ul><li>(But sometimes less is more). </li></ul></ul><ul><ul><li>Rule #2: Promoting=branding. </li></ul></ul><ul><ul><li>Rule #3: Be sociable. </li></ul></ul><ul><li>  </li></ul>© 2009 White Horse Productions, Inc. Content may not be reused without permission.
  6. 6. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Start out with the most basic question: What’s more important to you – volume or content?   Sweepstakes = volume   Contest = content   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  7. 7. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>There’s a basic equilibrium underlying all promotions.   Volume of Entries   Quality of Content   Instant-Win Sweeps   Enter-to-Win Sweeps   Text-Only Contest   Video/Photo Contest   Completely Unscientific and Reductive but Still Reliable Scatterplot of Volume vs. Content Considerations in Various Promotion Types   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  8. 8. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>At the risk of being even more reductive, it all comes down to the entry form. The number and type of fields is a very good predictor of volume of responses.   Better response rate.   Poorer response rate.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  9. 9. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>The instant-win sweeps Business goals: traffic volume, opt-in volume Ideal for generating volume in a compressed time period. Generally higher administrative burden due to higher fraud risk and daily management.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  10. 10. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>The enter-to-win sweeps Business goals: traffic volume, opt-in volume Easiest to execute and administer. Generally lower volume than instant-win.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  11. 11. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>User-generated content contest – text only Business goals: Brand interaction, useable content, loyalty building Richer interactions, highly participatory, but generally lower volume   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  12. 12. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>User-generated content contest – video/photo Business goals: Brand interaction, useable content, loyalty building Richest interactions, but significantly lower volume than all other methods   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  13. 13. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Most sweeps/contest entries occur during work hours. Therefore, asking participants for anything that’s not accessible at work will turn most of them away.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  14. 14. <ul><li>Rule #1: The more you ask for, the less you get. </li></ul><ul><li>  </li></ul>Equilibrium applies to the prize pool too. In general, a few big prizes won’t perform as well as many small ones.   Vacation in the Alps   50 pairs of hiking boots   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  15. 15. <ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>The brand impact varies by promotion type, but every promotion is a brand interaction.   For better…   Or for worse.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  16. 16. <ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>Even a simple sweeps is an opportunity to reinforce the brand by making the theme relevant and the interaction meaningful.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  17. 17. <ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>UGC contests are the very best brand interactions you can have with your customers. What could be better than turning your brand evangelists into content producers?   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  18. 18. <ul><li>Rule #2: Promoting = branding </li></ul><ul><li>  </li></ul>But that’s also where most UGC contests fall short. Another rule of thumb: if you ask for content, use the content.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  19. 19. <ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The most obvious way to make a promotion more sociable is to allow users to share and rate content.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  20. 20. <ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The limitation: your promo site isn’t actually a social network. Most users will enter the contest then exit the site like a house on fire.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  21. 21. <ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>The alternative: run the promo on a social network site, where rating and sharing is what it’s all about.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  22. 22. <ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>Another major advantage to running contests on the social networks: you’re allowing users to enter content they’ve already created.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  23. 23. <ul><li>Rule #3: Be sociable. </li></ul><ul><li>  </li></ul>More entries for less development cost… What’s the downside?   © 2009 White Horse Productions, Inc. Content may not be reused without permission. Traffic diversion away from your Web site.  
  24. 24. <ul><li>Recession-Friendly Bonus Rule #1: Seed for free. </li></ul><ul><li>  </li></ul>No matter where the promo takes place, if you’re not seeding it, you’re missing most of your potential traffic. This includes vertical content forums…   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  25. 25. <ul><li>Recession-Friendly Bonus Rule #1: Seed for free. </li></ul><ul><li>  </li></ul>… and contest/sweepstakes aggregators. Yes, they have names like MrFreeFree. But they do work.   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  26. 26. <ul><li>Recession-Friendly Bonus Rule #2: Reskin, recycle, reuse. </li></ul><ul><li>  </li></ul>Demand economy of scale from multiple promotions: develop and own logic that can be reskinned and reused.   Same engine and interface, entirely different promos   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
  27. 27. <ul><li>Recession-Friendly Bonus Rule #3: Hire White Horse. </li></ul><ul><li>  </li></ul>THANK YOU. Eric Anderson VP of Emerging Media [email_address]   © 2009 White Horse Productions, Inc. Content may not be reused without permission.
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