Facebook Sweepstakes Collects 40 Leads for Lawn Care Company

by Michele Mitchell Neuhoff Media

Case Study Highlights

  • 40 hot leads identified for small lawn care company
  • $2,000 in revenue for WFMB-AM
  • Video testimonial from the advertiser (see below)

I recently spoke about this contest during a How Radio Can Drive Revenue & Qualified Leads with Promotions webinar. Here is my top takeaway about how radio can motivate sales teams to sell more promotions:

 

The Idea

WFMB-AM, a part of Neuhoff Media, is a DMA 84 sports radio station in Springfield, Illinois.

One of our advertisers, Robertson Lawn Care, wanted to drive awareness of their business leading up to lawn care season and spread their name in a viral way on social media. Growing their Facebook presence is very important to them.

The Execution

The advertiser had been buying tickets for the best seats in the house at Busch Stadium (home of the Cardinals) for years, and this year he decided to use them as a prize for a ticket giveaway Facebook sweepstakes. He wanted to partner with our station to execute this contest since we would be able to dramatically increase his reach using our assets.

The entry form also included a lead-generation question asking people if they would like a free lawn care estimate.

Robertson-Lawn-Care-Facebook-Sweepstakes-Survey

The contest was promoted with the following:

  • Graphic on Robertson Lawn Care’s website
  • Facebook cover photo on Robertson Lawn Care’s Facebook Page
  • :30 commercials on WFMB-AM & WFMB-FM
  • Email message to the WFMB-FM promotional database
  • Facebook posts from WFMB-AM & WFMB-FM

The Results

The advertiser’s expectations were exceeded both in terms of how many contest entries and how many new leads they received. 1,691 people entered the sweepstakes, and the majority of these were from mobile devices. Plus, in answering the survey question on the registration page, 40 people said they would like to receive a free estimate from Robertson Lawn Care.

The advertiser’s Facebook Likes grew by 62% in just one week which was HUGE!

Here’s a testimonial the advertiser gave us after the promotion:

 

Michele Mitchell Neuhoff Media

Michele is a Digital Specialist at Neuhoff Media. She has worked in radio for over 20 years, from on-air to promotions to her current role leading the digital charge for Neuhoff’s three radio markets in Illinois. Her experience with sales, programming, and digital helps pave the way for successful integrated engagement campaigns for advertisers.