Welcome to the next episode of The CMA Soulmate Newsletter where 680 marketers get better at building Customer Marketing programs and strengthening relationships with customers in less than 5 minutes.
Hope you all had a great Thanksgiving! Thought I was going to take this week off but I’m home alllll weekend with a sick kiddo. 😐 I wanted to give you a fun customer campaign idea for January or whichever month works for you. I did this back in 2017 and it killed!
I thought of it based on the Ellen Show! The campaign is “8 Days of Giveaways”
(you can pick as many days as you want).
This could be a play for so many things. Just think about what you are trying to get your customers to do or a point of friction. For example:
Consume content to increase stickiness
Build anticipation for a launch of a new product/feature
To accelerate onboarding
A Migration
Upsell play
or simply to surprise and delight
If you have content, why not try and repurpose it instead of creating more each quarter.
Here are some examples of what the giveaways could be:
Day 1 - Small Gift (Socks, Sugarfina, anything left over in your “swag closet”)
Day 2 - Webinar registration or replay
Day 3 - New case study featuring success from a new product line ← Upsell play
Day 4 - $5 coffee eGift + content
Day 5 - Hot piece of content (eBook, blog posts, reports, guides)
Day 6 - Free professional service hour + content about services
Day 7 - Charity Donation or Charity Match - (Leave this one as is - no content)
Day 8 - Hit them with the main point you want to drive home
You may be thinking “That’s a lot of emails”. Here is how you play it…
For Day 1’s email, you will have a landing page with a Marketo/Hubspot form to capture their address for the gift and the last question on the form is going to be an option to opt in to the comms for the next 7 days.
**Tip** Perhaps you have a bunch of old swag with an old logo. You can always position the item as “vintage” 🤣 No really it could work!
I think starting with a small gift makes them think that the rest of the days are going to be actual gift giveaways. 😳 Thats ok because the content will be extremely valuable. Way better then socks. 🤣
**Tip** If you have Sendoso then reply to this email and we can set this all up to be automated
You could also do a fun quiz at the end. Here is a free software called involve.me.
Make the CTA go to involve.me to take the quiz or you can make the CTA the content then use your marketing automation to send the email to take the quiz if “clicked”. Why the hell would anyone want to take a quiz? Beeeecause you will tell everyone on Day 1 that people who participate will have a chance to win a grand prize at the end. Yeti Coolers seem to motivate everyone these days 🤩
If you like this idea and don’t have much budget for giveaways than you can pivot to a “Winter Reading” program. However, to keep people coming back, a $5 coffee eGift telling them to “snuggle up with your peppermint mocha and read the content”.
Measurement
Email engagement
Program engagement
Utilization rate of folks that participated in your campaigns
Increase in onboarding completion rate
Influence Closed Won Upsells
Utilization rate of the particular feature from those who participated.
Remember, tie your campaigns to your CRM and go to Advanced Set Up and mark what equals success. In this case it would be “Clicked”.
Hope this sparked some ideas. Feel free to reply to this email if you have any questions! Please email me if you end up doing this. I’d love to know if these episodes are helping. 🤗
Love,
Your CMA Soulmate, Leslie
More Digital Resources
Catch up on previous newsletters here.
Follow me on Linkedin for edu-taining content on CMA tactics
Check out my video course Measuring the ROI of Customer Marketing & Advocacy if you want to showcase the ROI of your programs. Enjoy your 30% off until Cyber Monday 🤩
Also for Black Friday, I am taking my metrics sheet out of the course as an extra offering. Customer Marketing & Advocacy Metrics Spreadsheet is available now if you aren’t ready to purchase my course.