Use content rewards to promote your brand—and scoop up marketing data

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Say you’ve got a white paper on music piracy and you’d like to get potential customers to download it.

You can tweet it to your heart’s content. But to overcome some customers’ resistance to sharing data, innovative companies are providing digital rewards such as popular movies or songs that can be downloaded along with the white paper.

“So packaging a free Metallica download with a white paper on the music industry, it will be relevant to the paper and the topic, and at the same time would provide increased bait on the hook,” says Jon Accarrino, vice president of marketing and communications at Red Touch Media, a content management software company.

To communicators, “content” is all that stuff you produce for your website and make available through apps: articles, blogs, videos, webcasts and others. Digital downloads can provide the kind of content that customers are crazy about: Hollywood movies, bestselling e-books, top-40 songs and backstage videos that ardent fans feel privileged to watch.

Brands such as Fandango, Land Rover, Skullcandy and others have used digital rewards—and have reaped data from the downloads.

Download the “Marketer’s Guide to Digital Giveaways, Promotions, and Rewards”

The use of digital rewards in the form of free song downloads at the annual Consumer Electronics Show in Las Vegas “gave us a trove of information that helped tailor our marketing efforts for the rest of the year,” says Hoby Darling, chief executive of Skullcandy, which partnered with Red Touch Media to provide the rewards.

Tailoring content

Campaigns that offer premium content create better audience engagement and reap valuable data, say those who use such campaigns. When customers download a song they love, they connect the brand to the positive emotions they associate with that song. What’s more meaningful to a person: a coupon for a 99-cent discount-or a free download of The Surfaris’ “Wipe Out” that she danced to at her wedding?

Content can be tailored to suit a brand or campaign, says Camille Kennedy, senior director of marketing at Hip Digital Media. Marketers can offer holiday themes, for example, and the NFL has featured top football digital movies.

“Consumers are already spending a large amount of time with this content,” she says. “They value this content, and when you can reward them with things that they are already doing naturally, it’s a perfect fit for the shopper.”

She cites Chicago food maker Jel Sert, whose top brand, Fla-Vor-Ice frozen pops, used digital rewards to build loyalty and extend its market share among moms and kids, its core customers. The company established a rewards platform to deliver music, e-books, and mobile app downloads, says Kennedy, whose firm executed that program.

Making rewards part of a PR campaign

Digital downloads have been used to encourage customers to test-drive a new model of car, Accarrino says. They could test-drive a car and get a free song of their choice that they listened to during the drive.

The PR campaign can then promote not only the car itself, but the free song, telling people, “Come test drive this car and get the song of your choice,” Accarrino says.

“That’s press-worthy,” he adds. “You can do a press release around that.”

Personalized data help brands connect with buyers on a deeper level and target them more effectively. The content that people choose to view or download says a lot about them and their lifestyle.

Sports teams such as the Washington Wizards and Washington Capitals use digital promotions to get fans to share data, says Amir Zonozi, chief strategy officer of Zoomph. This can be done around the time of the annual draft-when season ticket holders and other major fans get access to a Google Hangout session with the team’s new pick.

“You want to get a fun way for the fans to give the data,” Zonozi says, “but the data gives the ability to understand how to better market to this audience: ‘How can we take this content and draw revenue from it?'”

@byworking 
Ragan.com

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An Inside Scoop On Strictly Come Dancing With Alison Hammond

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Strictly Come Dancing Interview

The line-up for 2014 series of Strictly Come Dancing has been announced, and TV personality Alison Hammond is set to take to the dance floor. This Morning presenter and Gala Bingo ambassador is joined by former The Xtra Factor host Caroline Flack and Judy Murray, a Scottish tennis coach most famous for being the mother of Olympic and 2013 Wimbledon Champion Andy Murray.

Alison and her fellow contestants follow in the wake of memorable winners like Abby Clancy and Alesha Dixon. Strictly Come Dancing has been on our screens since 2004 and has become more or less a British institution. So much so, that the usually fun-loving Alison is taking the competition more seriously than you would imagine.

She and her dance partner Aljaz, who won the last year’s show with Abby Clancy, are working so hard every day from 9am that they didn’t even have time for lunch during their first session. Alison says:

We really want that Glitter Ball this year again.

With the likes of Len Goodman and Craig Revel Horwood appearing again on this year’s Strictly Come Dancing series, you’ll be shocked at who Alison’s favourite judge is…

Well, so far my favourite Strictly Come Dancing  judge is Craig he’s been extremely friendly to me backstage and really welcomed me. Len scares me a bit, but I want to hear good comments from him it’s important I impress him when I’m dancing. Male Dancers I love Brendan, Anton and of course my partner Aljaz. I’ve always had a soft spot for Brendan, but I did really want Aljaz to be my partner after meeting him right in the beginning, he’s so lovely. And out of the girl dancers I love Janette she’s so tiny you should see her little costumes, and she’s always happy and smiling backstage.”

Alison says that thing that she’s looking forward to most is the Salsa dancing routines. In typically enthusiastic tones, she says:

I love Salsa music and the costumes are just so amazing.”

If you want to know that answers Alison gave to the questions, we asked her, you can find them at Galabingo.com. Don’t forget to tune in to watch her and back Alison and Aljaz to win the Glitterball! The entire Gala Bingo family are behind Alison and that they are sure she will do them Proud. Even with Craig Revel Horwood on the panel, we are sure Alison get 10’s from Len and claim that coveted glitter ball!

Gala TV – Strictly Come Dancing – Alison Hammond Interview

Strictly Come Dancing Interview

Strictly Come Dancing Interview

Strictly Come Dancing Interview

IMAGES: [STRICTLY COME DANCING] [GALA TV] [THE LIST]

Bit Rebels

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