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Ultimate Merger: Partnership Marketing and Consumer Contests,[object Object],Erica Campbell,[object Object],Sr. Manager, New Media Marketing ,[object Object],For Rent Media Solutions,[object Object]
Things to Consider to Have a Successful Contest,[object Object]
Define Objectives ,[object Object],& Goals,[object Object]
Define Objectives & Goals: ,[object Object],Increase Brand Awareness: Create a general hype & enhance a product  or service,[object Object],Increase Reach: Broaden reach of core company's target audience,[object Object],Generate Leads & Data: Improve referrals & repeat purchases ,[object Object],Gain Content or Consumer Insight: Repurpose for future marketing initiatives ,[object Object],Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition ,[object Object],Gain Competitive Edge: Offset new competition ,[object Object]
Identify your Target ,[object Object],Audience,[object Object]
Who is your Target  Audience?,[object Object],Will your contest target new customers or existing customers? ,[object Object],Where are your consumers engaging with your brand?,[object Object],What are your customers habits and  behaviors offline and online?,[object Object],How will you reach your audience?,[object Object],What is your budget to reach them?,[object Object]
Determine the,[object Object],Type of Contest,[object Object]
Contest: A contest rewards skill; winners are determined based on skill, popularity or judging. ,[object Object],Sweepstake: A sweepstakes awards winners at random; winners are determined based purely on chance.,[object Object]
Determine the Type of Contest: ,[object Object],User Generated Contest (UGC),[object Object],Facebook Like Sweepstake ,[object Object],Blog or Post Comment to Enter Contest or Sweepstake,[object Object],Twitter RT or Hashtag Contest or Sweepstake,[object Object],Survey Form Contest or Sweepstake,[object Object]
Create your  Concept,[object Object]
Create your Concept:,[object Object],Have a clear call-to-action,[object Object],A video contest inviting users to create a new commercial for one of your products,[object Object],A user-generated content contest that awards the best ‘personal experience stories’,[object Object],A photo contest related to your product or service,[object Object],A product invention contest with a large cash prize,[object Object]
Establish Rules ,[object Object],& Prizes,[object Object]
Establish Rules & Prizes:,[object Object],Will the winner be determined by public voting, a jury or at random? ,[object Object],What is the judging criteria?,[object Object],How long will your contest run?,[object Object],How many phases will you have?,[object Object],What kind of prizes will you offer?,[object Object],How many winners will you have?,[object Object],What is the process the entrant will go through?,[object Object],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.,[object Object]
Publish & Integrate your Contest,[object Object]
Publish & Integrate your Contest: ,[object Object],Have an integrated strategy,[object Object],[object Object]
Internet
Email
Display Ads
Video
Mobile
PR
Social Networking Sites
Outdoor
Radio
TV
On-Site
Contest & Sweepstake Sites
Blogger Outreach,[object Object]
Measure your Results: ,[object Object],Categorize your metrics:,[object Object],[object Object]
Impact- how your efforts change consumers’ actions or opinions
Quantity- how many consumers interact with your initiatives
Quality- strength and depth of consumers’ interactions with your initiatives  ,[object Object]
Tweak your Strategy,[object Object]
Tweak your Strategy: ,[object Object],Constantly refine your strategy and tactics:,[object Object],[object Object]
Evaluate the contest type
Evaluate the landscape
Trends come and go
Be nimble and adaptive
Consider your budget
Continue to identify key influencers ,[object Object]
ForRent.com®,[object Object],Case Studies,[object Object]
If Only Your Apartment Furniture ,[object Object],Could Talk,[object Object],20%,[object Object],Direct navigation increased,[object Object],57%  ,[object Object],boost in college age visitors to site,[object Object]
Ready2Move?,[object Object],24,000,[object Object],79,000,[object Object],335,000,[object Object],Votes,[object Object],Unique Visitors,[object Object],Pageviews,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Keep the Momentum Going,[object Object]
Promotion Format,[object Object],1. ForRent.com micro-site:,[object Object],– Contest Web site lived on www.Contest.ForRent.com,[object Object],– Users could watch and share videos without registration,[object Object],– Upload and voting function required user email registration,[object Object],– Watermarked logo clicked through to FRC from each video,[object Object],– E-mail a friend and social networking profile widget ,[object Object],2. ForRent.com Facebook application:,[object Object],– Application lived on an application page which was referenced,[object Object],   from the existing ForRent.com Facebook page,[object Object],– Requires user to “allow access” to see and use all functions of,[object Object],   the application (upload, gallery, etc) instead of email registration.,[object Object],– Major benefit: integrated “allowing access” will generate a ,[object Object],   Facebook news feed item for viral discovery (e.g. “Erica might ,[object Object],   win $10,000 in the ForRent.com “Ready2Move?” video contest),[object Object]
Selection of Winners & Finalists ,[object Object],    On or about June 24, 2009 Sponsor’s internal review panel,[object Object],    selected one (1) Grand Prize Winner, three (3) Finalists and,[object Object],    one (1) randomly selected Voter.  ,[object Object],	CONTEST: Contest winners will be selected according to the ,[object Object],	following judging criteria:,[object Object],	- 20% Creativity and originality ,[object Object],	- 15% Overall quality and appearance of videos ,[object Object],	- 20% Relevance to contest theme ‘Ready2Move?’,[object Object],	- 24% Promotion of ForRent.com and/or  For Rent Magazine,[object Object],               and the usage of the branded billboard with tagline,[object Object],	- 21% The total number of user generated Internet votes ,[object Object],                received     ,[object Object],	SWEEPSTAKES: The Sponsor will randomly select the ,[object Object],     potential Sweepstakes winner from all eligible voting entries,[object Object],     received during Phase II and Phase III. ,[object Object]
Viva La Vie Boheme,[object Object]
Pet Pads Unleashed,[object Object]
ForRent.com Consumer ,[object Object],Contest Comparison,[object Object]
Lessons Learned,[object Object]
Lessons Learned,[object Object],Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules),[object Object],Test: Test the full functionality of your campaign prior to the start. (Both front end and back end),[object Object],Advanced Seeding: Begin blogger outreach 1-2  weeks prior to the contest versus during the contest.,[object Object],Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period.,[object Object],Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.,[object Object]
Lessons Learned,[object Object],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.,[object Object],Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN.,[object Object],Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants. ,[object Object],Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive. ,[object Object]
Contact: Dave Turner at dave.sayitwithwater.com  ,[object Object],Prize:1 case (24 bottles),[object Object],Any size (8 oz. 12 0z. 16.9 oz) ,[object Object],Customized label design (up to 4 colors),[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Fun Video Examples from ForRent.com Contests,[object Object],Ready2Move? Contest Videos,[object Object],http://tinyurl.com/2w4v898,[object Object],Winner Ready2Move?,[object Object],http://www.youtube.com/watch?v=IbYYhTkhcrA,[object Object],True Lease,[object Object],http://www.youtube.com/watch?v=OhbjJEHnaT0,[object Object],Your Apartment is Looking For You,[object Object],http://www.youtube.com/watch?v=1I9-ZFh89xI,[object Object],Winner ‘If Only Your Apartment Furniture Could Talk’,[object Object],http://www.youtube.com/watch?v=sLnbt0N3et8,[object Object],All Videos,[object Object],http://www.user/ApartmentsForRent,[object Object]
Follow Me,[object Object],@ericacampbell,[object Object],linkedin.com/in/ericawcampbell,[object Object],facebook/ericawcampbell,[object Object],blog.forrent.com,[object Object]
Break From the Pack of Apartment Commodity,[object Object],www.TheUrbaneWay.com,[object Object],Twitter: @Eric_Urbane,[object Object],FB: www.facebook.com/TheUrbaneWay,[object Object]
Partnership Marketing,[object Object],“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,[object Object]
Our Goal,[object Object],“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.”,[object Object]
Fish Where the Fish Are,[object Object],Myspace,[object Object]
Fish Where the Fish Are,[object Object],Facebook,[object Object]
Fish Where the Fish Are,[object Object],Twitter,[object Object]
Hot On Your HEELS,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Vitamin Water Hydration Galleries  ,[object Object]
SxSw Chevy Road Trip,[object Object]
Sharpie Draw on the Walls,[object Object]
#LaughUp,[object Object]
ULTIMATE MERGER:  ,[object Object],Partnership Marketing & Consumer Events,[object Object]
TRENDWATCHING,[object Object],“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.,[object Object],+,[object Object],+,[object Object],+,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
STEP BY STEP,[object Object],Who do you partner with and why?,[object Object],How do you promote partnerships?,[object Object],What type of event should you consider?,[object Object],How do you promote your event?,[object Object],How do you measure your results?,[object Object],Measurement tools like bar codes,[object Object],Social media interaction,[object Object],Word of mouth marketing,[object Object]
STEP BY STEP,[object Object],Who do you partner with and why?,[object Object],Create value,[object Object],High end or low end every brand is promoting value what a better way that to create value with brand partnerships,[object Object],Choose partnerships wisely,[object Object],Seek out similar target audiences & brand images,[object Object],Seek partners that support your goals ,[object Object],Green living,[object Object],Choose a combination of national & local partners,[object Object]
THE “WHO”,[object Object],Know your demographics,[object Object],Target to their wants, needs,[object Object],What is hot right now?,[object Object],How do you incorporate trends?,[object Object],What can you provide that they cannot get elsewhere?,[object Object],What discounts can you offer or other advantages?,[object Object]
THE “WHO”,[object Object],Resident “Perks” (AKA how Fairmont did it),[object Object]
THE “WHO”,[object Object],Resident “Perks”,[object Object]
THE “WHO”,[object Object],Design Concierge Services,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
STEP BY STEP,[object Object],How do you promote your partnerships?,[object Object],Mobile – text,[object Object],PR,[object Object],Outreach,[object Object],Signs,[object Object],Online ads,[object Object],Sales presentation,[object Object],Call Center,[object Object],Partner Marketing,[object Object],Websites,[object Object],Microsites,[object Object],Emails,[object Object],Social Media,[object Object],Collateral,[object Object],Events,[object Object],Logo Promo,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
THE “WHO” – Green Partners,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Lifestyle Brands,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Resident & Employee Discounts,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Event Marketing,[object Object]
THE “WHAT”,[object Object],What type of event should you consider?,[object Object],Grand opening,[object Object],Open house,[object Object],PR,[object Object],Training,[object Object],Broker,[object Object],Residents only,[object Object],Prospects,[object Object],Leaderships,[object Object],Partner events - zipcar,[object Object],Bring-a-friend,[object Object],Interaction is key,[object Object]
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests
Ultimate Merger: Partnership Marketing and Consumer Contests

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Ultimate Merger: Partnership Marketing and Consumer Contests

Editor's Notes

  1. Utilizing the strength of marketing alliances or marketing partnerships to get product into new channels and venues is an essential marketing element to generate incremental sales and brand awareness. As corporate marketing budgets are constantly scrutinized, Partnership marketing and Consumer Programs can grow your business and acquire new customers and users in all channels of distribution. In today’s busy world or brand marketing, utilizing the strength of Partnership marketing and Consumer Contests to gain incremental marketing exposure and penetration of new distribution channels is not only smart – it is an essential marketing tool for marketers to remain even more competitive in today’s constantly changing marketplace.
  2. A promotion that invites users to contribute their content not only creates a deeper investment in your brand, but also serves as a means to crowd source content that can be leveraged across multiple channels and in future marketing campaigns. A contest with public voting can also be utilized to solicit feedback from customers and gain insights on their preferences.
  3. The best part about online contests is how easy it is to take them viral, encourage participation, and link them into your social marketing activities.
  4. So after the contest is done, you need to measure the impact it had on brand engagement, clickthrough to your site, conversion, and bottom-line sales.
  5. Ensure your contest is easily sharable by embedding “share this” links on the contest site, on Twitter, Facebook, YouTube and everywhere else people will come across it.
  6. 120+ videos 99,000+ visits24,000+ votes 79,000+ unique visitors4,800+users 335,000+ pageviews
  7. Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe ForRent.com Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
  8. Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The ForRent.com “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
  9. We have partnered with H2Own4U to provide our customized water bottle label services. With over 35 years of experience in the water and customized bottled water business, we know how to provide a quality product and service to our valued clients. During that time, we found the small quantity, personalized bottle labels portion of the market was not properly serviced. So we decided to utilize our experience in personalized water labels design, custom bottles labeling, production and distribution to fill this market void.
  10. -) I was a Builder, Not a Marketer, and build 16k-17k apt units-) I read every marketing book I could find, continued to stumble across My Space -) Urbane staff were afraid of negative comments-) One by One we started to create Urbane Evangelists
  11. These are the individuals who will “like” a post (which brings it to the top of News Feed) and will write positive reviews on ApartmentRatings.com and InsiderPages.com.