How Did Rodney Wayne Build Up Their Email Database Quickly & Ethically Using Social Media?
Introduction
New Zealand business Rodney Wayne Franchisee – Swan Management Limited (Rodney Wayne) engaged Mobilize Mail’ CampaignHub’s* social media marketing solution to build up their email database quickly and ethically. CampaignHub’s Event Campaign solution for Rodney Wayne ran for just two-weeks and the results exceeded expectations.
“Running a Prize Draw Event using CampaignHub exceeded my expectations. In just two weeks I grew my email list by over 500 people, and secured business for my salons. The CampaignHub team took care of everything and were great at coaching me through the learning curve associated with more new technology. I didn’t know my business could really get such a good result from social media marketing. Time to start thinking about our next campaign and how we can get even more leverage!
Josie (Client’s testimonial)”
| Rodney Wayne Prize Draw Campaign Event Results: | ||
| Total No. Campaign Entrants: | 719 |  |
| Total No. New Email Database Subscribers: | 536 | |
| Total No. Campaign Entrants Referred: | 157 | |
Overview of the Campaign Event Solution for Rodney Wayne
A dedicated landing page was created to communicate Rodney Wayne’s Prize Draw. The landing page has a ‘register now’ link to the Prize Draw registration.
The Prize Draw was also directly accessible via Facebook Pages and Twitter profiles.
Utilising Mobilize Mail’s email marketing and delivery service Rodney Wayne delivered a Prize Draw message to their email database, where recipients could link directly to the Campaign Event registration or view more detail on the landing page before clicking through to register. This process was measured via our email and campaign statistics reporting.
CampaignHub’s sharing tools programmatically broadcasted the Prize Draw to multiple twitter profiles and Facebook Pages during the two-week campaign.
Image 1 illustrates the inbound entrants via email, and social media. Rodney Wayne also leveraged off CampaignHub’s extensive social media network which includes online social networks e.g. Business Blogs.
Image 1 – Inbound Entrant Registrations via Social Media sites, Websites, & Email
Campaign Event – Facebook Page Promotion Tab
Presenting the Prize Draw in Facebook was achieved via the creation of a custom tab added to a Facebook Page. This custom tab was added to Rodney Wayne’s page and configured to be the first page visible to all non-Page followers.
The custom tab was managed by CampaignHub and allowed visitors to view the Campaign Event details and then click a button to register.
Image 2 – Facebook Promotions Custom Tab – Managed by CampaignHub
Campaign Event – Prize Draw Registration Page
Image 3 provides a visual of the actual registration page for the Rodney Wayne Prize Draw.
Image 3 – Sign Up page for the Prize Draw
The registration page was created in CampaignHub via a form wizard, which allows unlimited entry fields and input validation rules….as seen in image 4.
Image 4 – Visual of a form wizard in CampaignHub
Campaign Event Registration Page – Detail
Image 5 provides a visual of the data fields capturing Prize Draw entrant details for Rodney Wayne to utilize at a later date. The registration form provides mandatory fields and applies the Facebook restrictions to any entrants coming directly from Facebook.
Image 5 – Entrant Data Capture Fields
The registration form also provides the Facebook “Like” button for the clients Facebook Page to encourage more fans as seen in image 6.
Image 6 – Visual of Facebook ‘Like’ for Rodney Wayne in Wellington
Campaign Event – Referral Program
CampaignHub’s ‘Campaign Events’ encourage more participation with a referral program. Entrants can win prizes when they successfully refer the Campaign Event to other people. All referred Entrants are linked to the referrer via a unique referrer code. When referrers are getting close to the Prize target they receive an email letting them know how many they have left to refer before they win their referral prize.
Image 7 – Referral Configuration Section in CampaignHub
Campaign Event – Referral Program – Email Widget
Image 8 below is a visual of CampaignHub’s email Widget – it is the first of three widgets that encourage the sharing of the Campaign Event to secure more Entrants.
Image 8 – visual of Email Widget for ‘Invite Friends’
The Entrant can elect to email their friends and workmates with a pre-set email. The email content is personalised with the entrant’s own personal details so the recipient of the email can verify who sent the message to them and that it came from a trusted source.
Note: Rodney Wayne Prize Draw secured 157 referred entrants.
Campaign Event – Referral Program – Twitter Widget
The second widget for sharing via the ‘Invite Friends’ is by utilizing the Campaign Event’s Twitter widget. See image 9 for a visual of the Twitter widget.
Image 9 – Twitter Widget for ‘Invite Friends’
Campaign Event – Referral Program – Facebook Widget
The third and final sharing widget is the Facebook Widget and image 10 shows it’s functionality where Entrants can elect their friends individually or as a group. The sharing of the Campaign Event is via a message that ends up on their friend’s personal wall.
Image 10 – Facebook widget for ‘Invite Friends’
Summary
The Rodney Wayne Prize Draw ran for just two weeks and secured over 500 new people on their email database. This is superb result given we know of many businesses that struggle to have a total of 500 opted in subscribers on their email database.
The referral program of the Campaign Event provided Rodney Wayne hair stylists with new client bookings and an opportunity to secure repeat business. This Campaign Event was considered a resounding success for getting real business benefit from social media marketing.
*CampaignHub is Mobilize Mail’s – social media marketing solution.
Learn More About CampaignHub’s Social Media Solutions for Business
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