Ultimate Merger: Partnership Marketing and Consumer Contests


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There’s nothing like partnership marketing to expand your efforts at little to no additional cost to you or your partner organization. If you get it just right, incorporating interactive elements that make people more likely to share your message with others, your marketing efforts won’t just double… they’ll multiply exponentially. This session will teach you how to conduct partnership marketing with maximum success including finding the right fit; making your pitch; keeping it relevant; crafting your cooperative agreement; contests and similar promotions that drive participation and word-of-mouth; building a cooperative network; and more. Erica Campbell is the Sr. Manager, New Media Marketing for For Rent Media Solutions, Jamie Gorski is Senior Vice President, Corporate Marketing for The Bozzuto Group and Eric Brown is the owner of Urbane Apartments

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Ultimate Merger: Partnership Marketing and Consumer Contests

  1. 1. Ultimate Merger: Partnership Marketing and Consumer Contests<br />Erica Campbell<br />Sr. Manager, New Media Marketing <br />For Rent Media Solutions<br />
  2. 2. Things to Consider to Have a Successful Contest<br />
  3. 3. Define Objectives <br />& Goals<br />
  4. 4. Define Objectives & Goals: <br />Increase Brand Awareness: Create a general hype & enhance a product or service<br />Increase Reach: Broaden reach of core company's target audience<br />Generate Leads & Data: Improve referrals & repeat purchases <br />Gain Content or Consumer Insight: Repurpose for future marketing initiatives <br />Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition <br />Gain Competitive Edge: Offset new competition <br />
  5. 5. Identify your Target <br />Audience<br />
  6. 6. Who is your Target Audience?<br />Will your contest target new customers or existing customers? <br />Where are your consumers engaging with your brand?<br />What are your customers habits and behaviors offline and online?<br />How will you reach your audience?<br />What is your budget to reach them?<br />
  7. 7. Determine the<br />Type of Contest<br />
  8. 8. Contest: A contest rewards skill; winners are determined based on skill, popularity or judging. <br />Sweepstake: A sweepstakes awards winners at random; winners are determined based purely on chance.<br />
  9. 9. Determine the Type of Contest: <br />User Generated Contest (UGC)<br />Facebook Like Sweepstake <br />Blog or Post Comment to Enter Contest or Sweepstake<br />Twitter RT or Hashtag Contest or Sweepstake<br />Survey Form Contest or Sweepstake<br />
  10. 10. Create your Concept<br />
  11. 11. Create your Concept:<br />Have a clear call-to-action<br />A video contest inviting users to create a new commercial for one of your products<br />A user-generated content contest that awards the best ‘personal experience stories’<br />A photo contest related to your product or service<br />A product invention contest with a large cash prize<br />
  12. 12. Establish Rules <br />& Prizes<br />
  13. 13. Establish Rules & Prizes:<br />Will the winner be determined by public voting, a jury or at random? <br />What is the judging criteria?<br />How long will your contest run?<br />How many phases will you have?<br />What kind of prizes will you offer?<br />How many winners will you have?<br />What is the process the entrant will go through?<br />Rules: promotion eligibility, how to enter, contest dates, judging criteria, prizes, how to claim the prizes, rights in the videos/photos, privacy & publicity , limitations of liability, etc.<br />
  14. 14. Publish & Integrate your Contest<br />
  15. 15. Publish & Integrate your Contest: <br />Have an integrated strategy<br /><ul><li>Print
  16. 16. Internet
  17. 17. Email
  18. 18. Display Ads
  19. 19. Video
  20. 20. Mobile
  21. 21. PR
  22. 22. Social Networking Sites
  23. 23. Outdoor
  24. 24. Radio
  25. 25. TV
  26. 26. On-Site
  27. 27. Contest & Sweepstake Sites
  28. 28. Blogger Outreach</li></li></ul><li>Measure your Results<br />
  29. 29. Measure your Results: <br />Categorize your metrics:<br /><ul><li>Reach- how far and wide your messages spread
  30. 30. Impact- how your efforts change consumers’ actions or opinions
  31. 31. Quantity- how many consumers interact with your initiatives
  32. 32. Quality- strength and depth of consumers’ interactions with your initiatives </li></ul> <br />
  33. 33. Tweak your Strategy<br />
  34. 34. Tweak your Strategy: <br />Constantly refine your strategy and tactics:<br /><ul><li>Evaluate your metrics
  35. 35. Evaluate the contest type
  36. 36. Evaluate the landscape
  37. 37. Trends come and go
  38. 38. Be nimble and adaptive
  39. 39. Consider your budget
  40. 40. Continue to identify key influencers</li></ul> <br />
  41. 41. ForRent.com®<br />Case Studies<br />
  42. 42. If Only Your Apartment Furniture <br />Could Talk<br />20%<br />Direct navigation increased<br />57% <br />boost in college age visitors to site<br />
  43. 43. Ready2Move?<br />24,000<br />79,000<br />335,000<br />Votes<br />Unique Visitors<br />Pageviews<br />
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  46. 46. Keep the Momentum Going<br />
  47. 47. Promotion Format<br />1. ForRent.com micro-site:<br />– Contest Web site lived on www.Contest.ForRent.com<br />– Users could watch and share videos without registration<br />– Upload and voting function required user email registration<br />– Watermarked logo clicked through to FRC from each video<br />– E-mail a friend and social networking profile widget <br />2. ForRent.com Facebook application:<br />– Application lived on an application page which was referenced<br /> from the existing ForRent.com Facebook page<br />– Requires user to “allow access” to see and use all functions of<br /> the application (upload, gallery, etc) instead of email registration.<br />– Major benefit: integrated “allowing access” will generate a <br /> Facebook news feed item for viral discovery (e.g. “Erica might <br /> win $10,000 in the ForRent.com “Ready2Move?” video contest)<br />
  48. 48. Selection of Winners & Finalists <br /> On or about June 24, 2009 Sponsor’s internal review panel<br /> selected one (1) Grand Prize Winner, three (3) Finalists and<br /> one (1) randomly selected Voter. <br /> CONTEST: Contest winners will be selected according to the <br /> following judging criteria:<br /> - 20% Creativity and originality <br /> - 15% Overall quality and appearance of videos <br /> - 20% Relevance to contest theme ‘Ready2Move?’<br /> - 24% Promotion of ForRent.com and/or  For Rent Magazine<br /> and the usage of the branded billboard with tagline<br /> - 21% The total number of user generated Internet votes <br /> received     <br /> SWEEPSTAKES: The Sponsor will randomly select the <br /> potential Sweepstakes winner from all eligible voting entries<br /> received during Phase II and Phase III. <br />
  49. 49. Viva La Vie Boheme<br />
  50. 50. Pet Pads Unleashed<br />
  51. 51. ForRent.com Consumer <br />Contest Comparison<br />
  52. 52. Lessons Learned<br />
  53. 53. Lessons Learned<br />Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules)<br />Test: Test the full functionality of your campaign prior to the start. (Both front end and back end)<br />Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest.<br />Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period.<br />Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.<br />
  54. 54. Lessons Learned<br />Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs.<br />Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN.<br />Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants. <br />Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive. <br />
  55. 55. Contact: Dave Turner at dave.sayitwithwater.com <br />Prize:1 case (24 bottles)<br />Any size (8 oz. 12 0z. 16.9 oz) <br />Customized label design (up to 4 colors)<br />
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  57. 57. Fun Video Examples from ForRent.com Contests<br />Ready2Move? Contest Videos<br />http://tinyurl.com/2w4v898<br />Winner Ready2Move?<br />http://www.youtube.com/watch?v=IbYYhTkhcrA<br />True Lease<br />http://www.youtube.com/watch?v=OhbjJEHnaT0<br />Your Apartment is Looking For You<br />http://www.youtube.com/watch?v=1I9-ZFh89xI<br />Winner ‘If Only Your Apartment Furniture Could Talk’<br />http://www.youtube.com/watch?v=sLnbt0N3et8<br />All Videos<br />http://www.user/ApartmentsForRent<br />
  58. 58. Follow Me<br />@ericacampbell<br />linkedin.com/in/ericawcampbell<br />facebook/ericawcampbell<br />blog.forrent.com<br />
  59. 59. Break From the Pack of Apartment Commodity<br />www.TheUrbaneWay.com<br />Twitter: @Eric_Urbane<br />FB: www.facebook.com/TheUrbaneWay<br />
  60. 60. Partnership Marketing<br />“The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.” -Sergio Zyman<br />
  61. 61. Our Goal<br />“To provide our residents with an experience and value with a high enough return to create enough Customer Evangelists within our core resident base that they self rent our apartments.”<br />
  62. 62. Fish Where the Fish Are<br />Myspace<br />
  63. 63. Fish Where the Fish Are<br />Facebook<br />
  64. 64. Fish Where the Fish Are<br />Twitter<br />
  65. 65. Hot On Your HEELS<br />
  66. 66.
  67. 67. Vitamin Water Hydration Galleries <br />
  68. 68. SxSw Chevy Road Trip<br />
  69. 69. Sharpie Draw on the Walls<br />
  70. 70. #LaughUp<br />
  71. 71. ULTIMATE MERGER: <br />Partnership Marketing & Consumer Events<br />
  72. 72. TRENDWATCHING<br />“Branded Brands”: Certain focused and well respected brands, often beacons of coolness and quality, are now cashing in by enriching other, more all-encompassing brands. The result: BRANDED BRANDS.<br />+<br />+<br />+<br />
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  75. 75. STEP BY STEP<br />Who do you partner with and why?<br />How do you promote partnerships?<br />What type of event should you consider?<br />How do you promote your event?<br />How do you measure your results?<br />Measurement tools like bar codes<br />Social media interaction<br />Word of mouth marketing<br />
  76. 76. STEP BY STEP<br />Who do you partner with and why?<br />Create value<br />High end or low end every brand is promoting value what a better way that to create value with brand partnerships<br />Choose partnerships wisely<br />Seek out similar target audiences & brand images<br />Seek partners that support your goals <br />Green living<br />Choose a combination of national & local partners<br />
  77. 77. THE “WHO”<br />Know your demographics<br />Target to their wants, needs<br />What is hot right now?<br />How do you incorporate trends?<br />What can you provide that they cannot get elsewhere?<br />What discounts can you offer or other advantages?<br />
  78. 78. THE “WHO”<br />Resident “Perks” (AKA how Fairmont did it)<br />
  79. 79. THE “WHO”<br />Resident “Perks”<br />
  80. 80. THE “WHO”<br />Design Concierge Services<br />
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  82. 82.
  83. 83. STEP BY STEP<br />How do you promote your partnerships?<br />Mobile – text<br />PR<br />Outreach<br />Signs<br />Online ads<br />Sales presentation<br />Call Center<br />Partner Marketing<br />Websites<br />Microsites<br />Emails<br />Social Media<br />Collateral<br />Events<br />Logo Promo<br />
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  86. 86.
  87. 87. THE “WHO” – Green Partners<br />
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  90. 90.
  91. 91. Lifestyle Brands<br />
  92. 92.
  93. 93. Resident & Employee Discounts<br />
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  96. 96.
  97. 97. Event Marketing<br />
  98. 98. THE “WHAT”<br />What type of event should you consider?<br />Grand opening<br />Open house<br />PR<br />Training<br />Broker<br />Residents only<br />Prospects<br />Leaderships<br />Partner events - zipcar<br />Bring-a-friend<br />Interaction is key<br />
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  113. 113. Park Place—Grand Opening<br />Washington DC, Petworth<br />Demographic Target: 24-35, single professionals and students<br />Outreach: Park Place partnered with On Tap Magazine, DC Shorts Film Festival, Stella Artois, and Kettle One Vodka.<br />ROI to Date: 1119 RSVPs, 700 attendees, 36 leases<br />The capture campaign generated an amazing response in the two short months leading up to the grand opening.<br />4 leases were signed during the party<br />48 appointments were sent during the party<br />Traffic increase by 20% for six weeks after<br />36 leases attributed to event<br />
  114. 114. THE “WHAT”<br />What types of promotion are most effective?<br />Social media marketing<br />Email blasts<br />Signs <br />Websites & microsites<br />Advertising<br />PR<br />Utilize partner’s lists<br />
  115. 115. 12 Ways to Market Events with Social Media<br />Market your event through Twitter<br />Market your event through Facebook<br />Market your event through LinkedIn<br />Market your event through your blog<br />Other Places to Market Online – online calendars, Tweetvite, Eventful, etc.<br />Use Online Registration Tools – Eventbrite, Constant Contact, etc. Sharing tools let attendees post to Facebook and Twitter, which builds buzz and generates more registrations.<br />Create your event in Foursquare and Gowalla<br />Use those hashtags!<br />Have someone “live blog” during the event<br />A picture says a thousand words – use Twitpics, etc.<br />Put thoughts on video – use Flipcams or live streamwith UStream.tv<br />
  116. 116. THE “WHAT”<br />12. Post-Event:<br />Create a blog post on how the event went, solicit feedback via comments.<br />Post event recap to Facebook page and encourage fans and friends to leave comments there as well. <br />Upload photos to Facebook and tag everyone you know; ask them to “fill in the blanks” by tagging anyone else. <br />Upload photos to Flickr/other photo sharing sites and give them appropriate titles, descriptions and tags. Use the Creative Commons license to let them be shared as far and wide as possible.<br />Post video to YouTube, Facebook and other video sharing sites. <br />
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  122. 122. WestEnd25, Grand Opening Event Re-Cap<br />Date: May 5th, 2010<br />Partners/Sponsors: DC Magazine, Corcoran Caterers, Bourbon Steak, Blue Duck Tavern, RIS <br />Over 300 guests in attendance, 150 for VIP Event<br />Experienced an average of 10 additional visits per week<br />25 leases were a direct result of the Grand Opening Event<br />Leased the largest, most expensive Penthouse unit 1020 that week as a result of the event<br />Press:<br />BizBash<br />Washington Business Journal <br />WashingtonBusinessJournal.com<br />Washingtonian<br />DC.Guestofaguest.com<br />DC.Urbanturf.com<br />Pamelaspunch.com<br />Bisnow Scene<br />Bisnow Real Estate<br />DC Magazine<br />
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  124. 124. THE “HOW”<br />How do you measure your results?<br />Track attendance<br />Conduct follow-up<br />Ask brand partners how they measure success<br />Resident feedback/retention<br />Solicit feedback via social media pages<br />
  125. 125. Branded Brands<br />MARKETING<br />
  126. 126.
  127. 127. GOAL<br />The “Holy Grail” of brand partnerships…..<br />+<br />
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  129. 129. CONTACT<br />Jamie Gorski<br />SVP, Corporate Marketing<br />The Bozzuto Group<br />jgorski@bozzuto.com<br />Twitter: @jamiegorski<br />