January 27, 2014 Michael Bickerton
It’s been proven again and again that consumers are driven to interact when incentivized. B2B or B2C, consumers like small bribes in the form of coupons, downloads, special offers and contests. A contest marketing platform can do all of this.
Contest marketing is a newly coined phrase in the marketing sphere and one such program is Socialmc2. This contest marketing platform is driven via email and social, and paid ads, either through display advertising and or search advertising. Direct mail can also be a valid driver.
Socialmc2 uses PURL technology (personal URL) to deliver extraordinary results. Entering a standard contest, marketers can expect opt-in rates of between 20% and 30%, when using PURL technology marketers can expect opt-in rates of between 55% and 65%. Additionally, Socialmc2 engages consumers through data collection, gamification and social sharing. The sharing rate through socialmc2’s specialized sharing platform results in a whopping 30% NEW prospects.
Depending on the value of the offer and the engagement factor of your current client and prospect list, you can anticipate developing and engaging up to 100% new and additional prospects who are genuinely interested in your product or service.
In any event, let’s recap Socialmc2:
1) Driven by email, social, ads and print
2) 55% to 65% opt-in rates
3) Gather data using questionnaire
4) Download a coupon or offer
5) Social sharing via Facebook, Twitter, LinkedIn, Google+ and email
6) Development of a list that is compliant for Canada’s Anti Spam Legislation
Contest marketing is an easy to implement and affordable marketing option and alternative in a marketer’s toolkit. Socialmc2 allows you to attract, engage and convert new customers, fans and advocates and allows your brand to build and develop your social currency. Given all the changes in today’s marketplace, your social currency may soon be the most valuable currency in your marketing program.
Michael Bickerton, Raven5 Ltd, Oakville, Ontario, January 2014