Summary:
With a highly engaged customer base, a referral program is a winning way to get those customers to become brand advocates and even help drive sales.
This case study looks at a provider of extended warranties for consumer electronics that knew it had some very engaged customers based on tracking online mentions of its products. To tap into that energy, the marketing team created a multi-channel referral program and sweepstakes incentive that included direct mail, email and social media to get about 18,000 referral program participants over three months. continue...
Summary:
Getting the word out about a new company is a marketing challenge. When that new company is trying to penetrate a space with an established market leader, the challenge can seem insurmountable.
This consumer marketing case study looks at a UK-based online used car classified website that faced just that issue when it launched. Read on to learn how the marketing effort began with industry outreach to create brand awareness, and then moved to marketing directly to consumers to drive the clicks that fuel the company’s business model. continue...
Summary:
Taking the time to improve SEO on the website provides many benefits -- improved organic search traffic being the most obvious result -- but the lessons learned and website improvement can really boost paid search efforts as well.
Find out how a community bank embarked on a year-long program to fix a troublesome website, improve SEO, and even lift paid traffic from its PPC campaigns by 360%. Read the entire process, and learn how the marketing team is incorporating social media into the overall effort. continue...
Summary:
Your company's key strengths can be a great source of content. If your organization has a resource that no other company has, and it can be used to help your customers, then it can be a wellspring of valuable, compelling information.
Guitar Center increased sales leads by leveraging one of its most abundant resources -- the expertise of its sales team. Find out how the marketers encouraged salespeople to provide content and how they're using it to generate leads. continue...
Summary:
Email marketers are torn in two directions when designing opt-in forms. They have to make the form easy to fill out, but they also need it to capture enough information to deliver relevant messages to recipients and quality leads to Sales. It's a delicate balancing act that can send your conversion rate crashing if you're not careful.
HP struck this balance beautifully. The company's B2B marketers increased conversion rates on an email registration form 186% without hurting lead quality. You'll see the team's before and after shots and steps taken in this case study. continue...
Summary:
Social media is a channel that consumer marketers need to engage with. The challenge is finding the best way to meet the needs of your customers and prospects and also receive business value from the social platforms.
This case study is geared toward the marketer looking to get started in the social channel, and looks at the strategy of a personal finance website that is focused on relatively low-key community- and interaction-based approach to social media marketing. Find out how the company created and grew its social media marketing over two years. continue...
Summary:
Your products likely serve an array of micro-niches in the market. Since the Web gives every obscure interest group a place to meet, you can find these groups online, engage the most influential members, and get them interested in your products.
GNC is taking that approach. The retailer's director of social media finds influencers in a variety of niches and earns their support through conversation and free samples. See how his team uses influencer feedback to improve products and marketing, and how it estimates their impact on sales. continue...
Summary:
Reputation management, customer service and protecting the brand are all tied together. Finding new customers is a crucial part of consumer marketing, but retaining existing customers is also very important.
This case study looks at how Dairy Queen balances the challenge of handling customer issues while not being in total control of the entire process due to its individual franchises. We look at Dairy Queen’s process, and offer actionable items on being proactive, highlighting how customer comments can improve product development. continue...
Summary:
Even the world's best email copy doesn't engage audiences the way a Hollywood thriller does. But, if you can borrow a tactic that makes movie magic, think how compelling your email can become.
This case study reviews how Blockbuster Express expanded its email marketing approach by reflecting the intrigue and excitement of the movies it vends. Learn how parent company, NCR, grew an already large email audience by more than 300% and increased same store (kiosk) revenues. continue...
Summary:
Mobile marketing might be new, but it doesn't have to break the bank. You can target this growing audience and its shrinking screens on a tight budget with simple tactics.
Email marketers at Marriott Vacations Worldwide tested an extremely simple landing page for iPhone users for its Ritz-Carlton Destination Club brand. Conversion rates jumped from 5% to 7%. In this case study, we share more results metrics, images of the campaign, mobile industry stats, and more. continue...
