Anatomy of a CampaignRAVEN5 Contest Marketing ProcessDate Prepared: October 10, 2014

About Contest Marketing

• The primary objectives of a contest marketing programs are to build and expand your email database and to increase your social currency (the extent to which people share a brand or information about a brand as part of their everyday social lives). Building Facebook “Likes” and sharing is a specific primary objective.

• 5 distinct types of campaigns can be run, each one tailored to a client’s needs. They can be Contest and/or Coupon(s), as well as e-commerce campaigns for Donations, Products or Tickets.

• A standard campaign runs 121 days, driven by email a minimum 3 times (once monthly) to the same list. Given email open rates are between 12-17%, this ensures maximum reach within an email list.

• Social Sharing is a pivotal component of the contest marketing process. Entrants are given the opportunity to share via Social Media Platforms Facebook, Twitter, LinkedIn, Google+ as well as friend-to-friend email sharing.

Social Sharing Primer

WHO? Everybody involved in social media.

WHAT? Willingness to share with family & friends just about anything.

WHERE? Facebook & Twitter are great starting places.

WHEN? Now! Facebook is 10 years old with 1.32 billion active users. WHY? Knowing what people think allows you to market to them.

A Social Phenomenon

Social SharingPeople are sharing thoughts, messages, likes, video, offers and just about anything across the social stream.

Word of mouth advertising 83% trust the referral of a friend 17% trust advertising, social media is the perfect referral vehicle.

Social currency People build brand equity, influencer status and points by sharing valuable information, deals & offers.

Campaign Steps - Summary

1. Email Driver or Social Driver

2. Contest Microsite (Opt-in)

3. Survey/Coupon 4. Share 5. Thank you/Print Coupon 6. Exit link

*Patented Personalized URL Technology auto fills the required input boxes with the available information.

A prospect is presented an offer, which they must validate by Opting-in. This allows you to interact with your prospects while qualifying those interested in your brand and/or offer.

This offer may be a prize or prizes, a coupon, or both. The prize should be relevant to your brand and service/product. The offer should be strong enough to cause prospects to take action. Keep in mind an offer will be extended far beyond your original list. In the instance of Craft Beer Zone’s contest, a chance to win a Weber BBQ is presented if the viewer simply votes for their favourite craft beer.

A personalized email (with a PURL) drives traffic to the contest microsite.

Email Driver

The email takes our prospect directly to the contest microsite, which explains the offer from the email in detail. We provide form fields for collecting data. In the instance of the purl link (personalized URL), these fields will be pre-populated with as much information as is available from the supplied mailing list. The entrant simply needs to confirm the information is correct, and that they’ve read the Contest Details and Privacy Policy. In Canada this assists in building a CASL compliant list.

Microsite – Opt-in

Keep in mind that Opt-ins range from 40-60% when using purls, and approximately 10-25% without. (Offer dependent)

The entrant is immediately given the opportunity to select 1 or more coupons, which will be rewarded at the end of the process.

Microsite – Coupon

The survey is a great opportunity to learn more about those who are interested in your brand or product. You may ask as many multiple choice or single-choice questions as you’d like, however 3 questions are recommended (and no more than 5), to retain the entrant’s interest and promote completion of the process.

Microsite – Survey

Entrants are given the opportunity to share your offer in 5 ways: via Facebook, Twitter, LinkedIn, Google+ or by email. A standard image and short text message accompany each share. This is one ‘generation’ of sharing. If you’ve shared with a friend, and that friends has then shared with another friend, this is two generations of sharing. Multiple generation of sharing is a great indicator that your offer is compelling, and people are engaged with your brand and offer.

Microsite – Share

Facebook Share Twitter Share

The final step is a personalized ‘Thank You’ to the entrant, and the personalized coupon can be printed. There is an option to include a ‘Handoff’ link to a destination outside the microsite (as an example – ‘Homepage’). If a Facebook page exists, an official ‘Like’ button is embedded to increase your fan count and social reach.

Microsite – Thank you and Coupon

Clients receive a monthly report detailing activity and Opt-ins on the microsite, as well as any survey results. Additionally, email deployment and social media activity reports are provided. For data accuracy we all sites are tracked using Google Analytics.

Reporting

Opt-in results Survey Results

1. Send Email/Post to Social2. PURL Link (Personal URL)3. Land on microsite4. Fill out validation form5. Answer survey questions6. Share via email, Facebook, Twitter, LinkedIn, Google+7. Online redemption or print coupon8. Visit advertiser’s site

Process SummaryProcess Recap

We’re experts in Contests, Sweepstakes & Promotions. Incentive styled marketing solutions using email, social media and advertising techniques that build digital communities, engage consumers and deliver a targeted response.

FeaturesBuild awarenessGrow your followersGenerate leadsGather user dataDistribute coupons

We are Contest Marketing

BenefitsDevelop brand loyaltyBuild your brandFind new customersLearn about consumersIncrease sales