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on Amazon.com and MP3.com for several weeks in a row during the promotion. The campaign generated interest and excitement among other UMG labels, which wanted to execute similar campaigns for other artists. It became the standard by which subsequent UMG campaigns were measured.
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Six months later, the same technique was used for the UMG launch of an album by roots rock artist Shelby Lynne. This campaign: Reached 1.4 million fans and/or prospects with direct (email) communications plus another 1.6 million via partner and of ine efforts. Achieved 75,749 survey respondents, including 40,097 opt-ins, increasing the Shelby Lynne fan database by over 600 percent in approximately 2 months. Achieved an 11.2 percent response rate from Shelby Lynne fans and a 6.8 percent response rate from the Lucinda Williams list. Encouraged 20 percent of the respondents to use the viral marketing idea by referring the promotion to others. Of those referred, 10 percent went on to complete the survey.
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Emails are the most inexpensive method of communication with customers ever to come along. The cheapest form of direct mail a
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postcard will cost you at least $0.35. Email to your own customers is almost free. But how do you collect email names That is dif cult. Here is how one company went about the process. Horse racing was once the most popular sport in America, but attendance has dropped signi cantly over the years. Other gambling and sport viewing options have proliferated, hurting attendance. The National Thoroughbred Racing Association s challenge has been to increase track attendance and fan involvement in horse racing. It turned to e-Dialog of Lexington, Massachusetts, to help it use the Internet to develop a deeper relationship with core fans and to attract new fans to the sport. At rst, the NTR A had no opt-in email addresses. e-Dialog recommended a campaign that would create an email database: the $1,000,000 Breeders Cup Challenge. The challenge was launched 8 weeks before the actual race. The contest was straightforward, but not easy: Correctly pick the winner of each of the Breeders Cup races and win $1 million. A unique hurdle for this program was that the nal roster for each of the eight races was announced just 72 hours before the big day. All contestants had to submit their eight picks during that 72-hour window. For this reason, it was critical to develop a communications program that would keep fans engaged throughout the 8 weeks between registering for the contest and submitting their picks. The solution was a weekly email campaign called Countdown to the Breeders Cup. Contestants registered for the contest through an online form that included seven segmenting questions. The nal email in the program, sent just hours after the rosters were nalized, contained a link to the actual pick your horse page. To drum up interest in the contest, a combination of online, of ine, broadcast, and direct media was used. There were TV ads, emails with forward to a friend, and signage displayed at racetracks. The seven weekly emails to registrants created an overall clickthrough rate of 41 percent and an unsubscribe rate of 2 percent. Over the 7 weeks, the campaign registered 23,407 people, of whom 87 percent, or 20,863 people, opted in to receive additional communications and offers from the NTRA.
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Stride Rite Shoes
Stride Rite Children s Division had approximately 135 corporate retail stores nationwide. Stride Rite s marketing director, Julie Lehman, turned to her account team at PreVision Marketing, LLC, in Lincoln, Massachusetts, to create a strategy for lling the stores with customers during the pre-Easter (traditionally a peak sales period) and April (historically an off-peak selling season) time frames. The goal of the strategy was not only to drive sales during these two periods, but also to understand the impact of a second communication on the targeted households reached. The campaign consisted of two direct-mail pieces: a March peak catalog and an April sandals postcard. The catalog was designed to display the depth and breadth of Stride Rite s product offerings and to drive the key pre-Easter store sales. The follow-up April sandals postcard was designed to increase store sales during the off-peak selling season by focusing on a particular shoe product, sandals, to drive incremental sales at the company s retail stores. For the campaign, PreVision used the Stride Rite customer database for 70 percent of the households mailed and compiled prospect lists for the remaining 30 percent to support newly opened Stride Rite stores. The March peak catalog s performance was measured over a 5-week period during which a special offer featured in the catalog was valid ( Buy two pairs, save 15 percent; buy three or more, save 30 percent ). The April sandals postcard had no special offer, but its performance was also measured for a 5-week period to ensure comparable results. To test the effectiveness of each communication alone as well as the incremental impact of the second communication, PreVision set up a test design to enable the following comparisons: Compare those who received only the catalog to a no-contact control group. Compare those who received only the sandals postcard to a nocontact control group. Compare those who received both mailings to those who received only the catalog.
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