Magazine article Marketing

The Marketing Society Forum: Is It Harder to Execute Promotional Marketing in the Social-Media Age?

Magazine article Marketing

The Marketing Society Forum: Is It Harder to Execute Promotional Marketing in the Social-Media Age?

Article excerpt

New Covent Garden Food Co has come under fire after no one won its 'win a farm' competition.

NO - David Atkinson, Managing partner, Space

Traditionally, the promoter has been able to estimate likely redemptions based on expected participation. This can enable costs to be fixed through insurance, and for the prize fund to be swelled to make a more appealing headline. It would be possible to offer 'pounds 1m of prizes', based on a predicted redemption rate of 10% for a cost of pounds 100,000. But the 'adapt or die' maxim applies. We want consumer engagement, and with social media, we are getting it.

True consumer engagement demands greater sharing and, as with every other area of marketing, promotional campaigns have much to gain from this shift. Social media should be a friend to share with, not an enemy to fear.

NO - Emma Woods, Marketing director, PizzaExpress

At PizzaExpress we believe social media enhances our ability to run 'brand engaging' competitions and events, provided the mechanics and logic of these genuinely make sense to our customers and they don't feel duped in any way.

Recently, we asked customers to 'create their own pizza'; 53,000 competed to get a recipe on our menu and 80,000 of our fan base voted on a shortlist. At all stages, we used social-media channels to describe the entries we'd received, explain the shortlisting and encourage participation.

This led to the 'Da Morire' pizza (a Gorgonzola, pancetta and caramelised leek recipe created by a customer, Simon Pritchard) becoming one of our bestsellers. …

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