Case Study Highlights
- Collected 2,199 opt-ins and 1,284 Facebook Likes
- Entry form survey provided valuable marketing insights for advertiser
- Advertiser signed on for additional quarterly online promotions
*Editor’s Note: This promotion was a Winner of a 2015 Second Street Award.
Watch this short clip to hear Brandy Carter from Entercom New Orleans discuss the success of this promotion during Second Street Lab’s recent webinar.
The Idea
Entercom New Orleans, part of Entercom Radio, is a radio cluster in New Orleans, Louisiana. Entercom is a radio group with more than 100 stations in 23 US markets.
Haydel’s, a local bakery, came to Entercom wanting to collect data. The bakery had some marketing questions they wanted answered about one of their signature products – King Cakes. They wanted to do something relevant and timely for Mardi Gras.
Additionally, Haydel’s wanted to grow their existing email and text database.
The Execution
Win Haydel’s King Cakes for a Year, a two week giveaway, featured a form with three questions, along with an option to opt-in to their databases and like them on Facebook.
One of key aspects of the promotion was to inform customers that Haydel’s sells king cakes year-round. This served as an opportunity to generate data while also informing contest entrants about this product offering.
Traffic for the promotion was driven through a mix of radio, display ads, and email. Haydel’s also utilized their existing email database and social media platforms to promote the contest.
The Results
This giveaway collected almost 2,200 email opt-ins and 1,284 Facebook Likes for the advertiser. Of these, 56% entered using a mobile device. This data will help Haydel’s form their mobile strategy.
To answer Haydel’s burning question, 40% of people did not know they sold King Cakes year-round. They do now.
This advertiser learned that, through promotions, they can significantly grow their database in short promotional windows. As a result, Haydel’s has signed on to run an additional contests each quarter – which increased their spend with the radio station by four times!
By running quarterly promotions, Haydel’s was able to further build their database and identify more leads. Using the data from each additional promotion, Haydel’s was able to send targeted messaging, depending on how users responded to the survey questions. This includes bounceback coupons, which are designed to drive in-store traffic.
WEXB-FM’s King Cakes for a Year Sweepstakes was the Best Advertiser Sweepstakes winner at the 2015 Second Street Awards.
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Megan is the Content Manager of the Second Street Lab and is committed to delivering useful, thoughtful, and intelligent content for media and marketers to drive revenue, audience engagement, and email growth with engagement campaigns.