I've been thinking for a while about how many different ways there are to engage end users in the outdoor space. Given that I have 3-5 conversations a day with outdoor brands trying to do this, I'm often amazed at how brands will dream up these really "difficult" ideas and contests to get consumers to interact with them. Keep it simple right? Outdoor enthusiasts are just that....simple and to the point.
What do outdoor enthusiastrs really want? Step in Razorfish ( top of food chain in online media) and they release a report on ROI and engagement online. Key Points from their survey of 1,000 users:
-37% cited special deals as the main reason they have "friended" a brand
-Of those surveyed, 64% had made their first purchase from a company as a result of a digital interaction -- such as through a Web site, microsite, mobile coupon or email.
-Nearly all (97%) said a digital brand experience had influenced whether they went on to buy a product or service from that marketer.
And more:
•40% have friended a brand on Facebook or Twitter
•77% have watched a commercial or video ad on YouTube with some frequency
•73% have posted a product or brand review on sites such as Amazon, Yelp, Facebook or Twitter
•70% have participated in brand-sponsored contests or sweepstakes
Take the above and think hard about the next idea you come up with on how to get more sales from your loyal enthusiasts. In a later post, I'm going to take a deep dive with some contests I've seen lately to show what works.....and what does not.
What do outdoor enthusiastrs really want? Step in Razorfish ( top of food chain in online media) and they release a report on ROI and engagement online. Key Points from their survey of 1,000 users:
-37% cited special deals as the main reason they have "friended" a brand
-Of those surveyed, 64% had made their first purchase from a company as a result of a digital interaction -- such as through a Web site, microsite, mobile coupon or email.
-Nearly all (97%) said a digital brand experience had influenced whether they went on to buy a product or service from that marketer.
And more:
•40% have friended a brand on Facebook or Twitter
•77% have watched a commercial or video ad on YouTube with some frequency
•73% have posted a product or brand review on sites such as Amazon, Yelp, Facebook or Twitter
•70% have participated in brand-sponsored contests or sweepstakes
Take the above and think hard about the next idea you come up with on how to get more sales from your loyal enthusiasts. In a later post, I'm going to take a deep dive with some contests I've seen lately to show what works.....and what does not.
