How One Business Ramped Up Holiday Marketing and Collected 98,000 Leads

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Posted by Dana Kilroy on 07 Oct 2015 / 0 Comment

If you’re ready to try new tactics to help you increase the number of leads you collect, the holiday season is a great time to do it. ShortStack.com recently ran a study of more than 360,000 marketing campaigns and learned that more leads are collected during the month of November than any other time of year. In fact, ShortStack.com users, on average, see a 73% increase in lead generation during the holiday months (September to December).

Collecting lots of leads during the holidays gives you a solid list to nurture and market to during the rest of the year (here are just a few ideas for the rest of the year).

That’s exactly why Advanced Micro Devices (AMD), a semiconductor company that develops computer processors and related technologies for business and consumer markets, decided to run a 45-day promotion during the holidays.


AMD Holiday Campaign


In this case study, we’ll show you how AMD worked with ShortStack.com to build and execute a holiday promotion that resulted in 98,000 entries, 207,000 contest campaign views, and 86,000 shares on Facebook.

Here’s how AMD accomplished their goals and how you can apply these tips to your own campaigns.

Pick a Goal

Setting defined goals is one key to running a successful Campaign. Decide: What are the top one or two things (three at the most) you want to achieve?

Here are some common goals we see among ShortStack users:

• Increase brand awareness
• Promote a new product or service
• Boost user engagement
• Gather user feedback
• Gather user-generated content (photos, video, etc.)
• Develop brand advocates
• Convert followers into leads
• Convert followers into sales
• Grow a social media presence

AMD’s goals for their promotion were to drive brand awareness and to find new brand advocates. However, they also had an overall business objective that they wanted to incorporate into their Campaign. During this time, one objective was to reach out to a larger segment audience, a more general consumer who was not necessarily familiar with processors and the difference between AMD and other processors such as Intel.

In order to accomplish their goals, AMD had two different ad creatives they targeted to the respective audiences. They also offered a variety of prizes that were attractive to more computer-processing savvy consumers mixed with general prizes that would interest their broader audience.


AMD Holiday Giveaway


 

Step #2: Consider Your Audience

While your business may have a specific kind of audience, not every promotion you run will have the same target audience.

AMD targeted most of their promotions to the people who made up the majority of their social followers and fans. That audience consisted of enthusiasts, do-it-yourself guys and devoted gamers. AMD referred to them as the “Enthusiast” audience. However, as we previously mentioned, AMD was looking to target an additional audience for this holiday promotion. They set their sights on a new “Consumer” audience which consisted of tech-oriented women. Specifically, women in the home who had become tech buyers.

As AMD learned, the holidays are a great time to expand a target audience since people are actively looking for special promotions and great deals because they’re conscious about their spending.

 

Step #3: Fine-Tune Your Strategy

AMD has known for quite some time that the holidays are a valuable time for promotion; the year before the effort discussed here, they had run a successful Twitter campaign during Cyber Monday week. The next holiday season they wanted to take the elements from that Campaign and re-purpose the contest for a different platform.  In this case they wanted to target their audience on Facebook.

They also wanted to extend the promotion to last for more than one week and, ideally, go beyond the holidays. They brainstormed with their agency, Social Media 180, and decided to run a 45-day promotion where they gave away two different prizes, every day for the entire 45-day period.

There were several things that AMD knew they wanted their fans to do when they landed on their Campaign. For one, they wanted to get them to keep coming back and engage with them, daily, for the entire 45-day period. Second, they wanted people to share the prizes that they hoped to win with their friends and family. They succeeded because they had highly targeted and sought-after prizes.

By having strict goals and strategies, AMD was able to reach and exceed their Campaign expectations.

During this promotion, AMD received more than 98,000 entries, 207,000 app views on the contest app, and 86,000 shares on Facebook. They received more than 20,000 new fans over the 45-day period.

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Exporting, Understanding and Using the Data You’ve Collected

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Posted by Ashley Hennefer on 31 Aug 2015 / 0 Comment

Understanding how to work with data is a vital practice for business owners at every level. Important data includes numbers you likely look at frequently — such as analytics — but the practice also drives how you use data you’ve collected from your Campaign.

If you’ve recently run a ShortStack Campaign, you’ve likely collected several kinds of data, such as names, email addresses, demographic information and more.

So what now?

First, understand how to access the data, and then recognize its significance.

Exporting

Let’s start with how to get to your data. Any time you create a ShortStack Campaign that has a form on it, a corresponding database is set up for the form. This happens automatically, and these databases are where any entry submitted to your Campaign is stored.

You can access the database in two ways:

– Through the Campaign Builder. On your Form Widget, you’ll see a number and a small icon. Hover over this, and you’ll see that it says “View Entries.” Click there to go straight to your database from the Campaign Builder.


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– Through the Forms page. You can access the Forms page also through the Campaign Builder, or through your main Campaign Manager page. The Forms page features a list of all of the forms you’ve created for all of your Campaigns. Each form is tied to its own database. This is also where you can make a copy of a form to use for another Campaign.


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Once you’re in your database, you can then export your data. Exporting means you’re downloading all of your entries so you can view them as a spreadsheet, or import the data into another program. When you click the Export button, this will open up some exporting options. You can choose to export your data as an .xlsx file to use in Microsoft Excel; as a .csv file to use with email marketing services like MailChimp; or as a .zip file to have a folder containing all user entries (this is especially useful if you held a photo contest and want a file containing all of the photographs).


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Understanding the data

Our database is pretty straightforward, although there are many elements to it. Remember: The only information we display is the information you’ve sought to collect.

There are several notable areas of the database, including the “Votes Round 1” column. This is where any votes an entry has received will be displayed. This is also where any points earned from referring friends will be displayed. Essentially, these points count as extra entries within the database.

Another feature to note is the Edit icon. Clicking on the Edit icon (which looks like a tiny pencil) for each entry will open up additional entry information, depending on what you’ve asked for in your form. So if you’ve asked users to answer additional questions, their responses will appear in the Edit section of the entry.

When you export, any data you collect will be stored in this exported document. If you’re viewing it in a spreadsheet, each field of the form will be displayed in a column, to make it easy for you to view.

What to do with it

Your data is now yours to use toward your marketing goals, and we recommend using it for multiple purposes–within reason. For instance, if you’ve collected email addresses to use for your regular newsletter, consider using that same list for another type of newsletter, such as offering special deals to those who entered into your Campaign. Keep in mind you’ll never want to use email addresses for reasons other than what you’ve specified to your users; they’ve signed up with you for a reason. But expanding your newsletter contact to include other deals, specials or events you want them to know about is a smart way to use your emails.

If you collected user information for a giveaway, you’ll want to use the information you’ve collected to contact them.

But most importantly, look at your lead data through an analytical lens. These are the direct results of your Campaign. The amount and the quality of the responses is a good indicator of success. This information can also help drive the decisions and goals for your next Campaign. Didn’t get the responses you wanted? Try changing the language on your form, or asking questions in a different way (such as using checkboxes instead of a dropdown menu).

Got any more questions about the information you’ve collected? Send an email to theteam@shortstacklab.com and we’ll be happy to answer them and help you figure out next steps. 

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