Your organization has an important event coming up. The challenge: increasing attendee registrations for the event and amplifying your message through word-of-mouth referrals. The Online Marketing Summit recently ran a Tell-a-Friend & Save promotion using Kwanzoo’s social sharing promotion capabilities. The result was a 10X return on investment from a three month campaign. The OMS team had their first campaign up and running in about an hour. Here’s a closer look at the whole campaign. Just like OMS, you could be driving up registrations for your next event in three easy steps.
How it works
OMS found that 18% of all registrations for their event came through the Tell-A-Friend Campaign. Social sharing by users increased from less than 1% to over 33%. They found that building these units is was simple, and did notrequire extensive technical skills. Skills needed were no more than what it takes to edit a Microsoft Word document, and placing a couple of images created using Photoshop.
Breaking it down: Creating your own campaign
Once signed into a Kwanzoo Account, follow a simple 3-step process to create your next event promotion. You will need to create two screens for your promotion, a Social Sharing screen and an Offer screen like these:
Step 1: Create your promotion screen
Choose the Tell-A-Friend (Smart Share) option and you are taken to a template.
Promotion Strategy:Decide what you will offer as promotion value to each user for social sharing. We highly recommend making this offer a little better than any promo codes you may have handed out to affiliates and partners, or to your own users via other channels, such as an email. After all, you are asking users to promote your event for you, and since you are asking them to put in some effort, the incentive needs to be strong and differentiated.
Key Insight: We have seen promo values that change from 10% for early bird to 25% closer to the event. You can increase the promo face value from $50 to $250 closer to the event, while making sure the net value for every newly registered event attendee goes up for you over time.
Now that you have a strategy in place, expand on Step 2B to find the tools needed to create the final product.
1) Set your title/incentive message: These fields, in a few short words, define the purpose of your campaign. Eg: Tell your friend and save $50 on registration.
2) Choose or upload background logo: Choose a background from our gallery or create your own and upload it.
3) Choose your share icons & set message:Users tweet the preset message 99% of the time so give careful consideration to the message including twitter handles, hash tags, visuals, etc. where necessary.
4) Position Elements: This feature allows you to create a fresh looking unit every time by allowing you to move around different aspects of the unit.
Step 2: Customize the Offer screen
Key Goal: Remember, now that the user has shared your message, you want to quickly get them to your registration system to complete the sign-up for your event, using your promo code or discount code.
This step is similar to Step 1. Create the thank you/offer screen with the call to action button as seen below
Step 3: Running your campaign
Once you have created the Tell-a-friend (Smart Share) unit, choose ‘Run Campaign’ and select the channels through which you wish to promote your event:
Your campaign can run on all the above channels, including mobile. Follow the steps that appear upon your selection and you are ready to run your campaign. Continue to track your campaigns’ success through the platform’s analytics screens and reports so you can improve campaign performance over time.
Kwanzoo’s Tell-a-Friend social promotions are great for driving B2B webinar signups too! While for paid conferences and events, it makes sense to offer a discount, you will want to try a different offer for free webinars. Simply offer a compelling white paper or exclusive research report, to potential webinar attendees when you reach them via an email blast, on your website, or on your blog. When you do have someone signup to attend, you could offer a different piece of content on your webinar sign-up Thank You page, as an incentive for them to spread the word (again) for you.
As you just saw, creating and running a Kwanzoo Tell-a-friend promotion is really simple. So go on, give it a try for your next conference, event or webinar! And keep that feedback coming.