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Dec 11

Can social media be effective as a stand-alone marketing medium?

Online Marketing, Advertising, Social Networking Add comments

I've been following the raffle for the million dollar home in Cambridge with some interest, not only because I'm fascinated with how social media can be used as a marketing tool, but I also know some of the good folk working on this worthy project.

It's fair to say that uptake / purchase of $25 tickets via social media (Twitter and FaceBook) has been slow (a little over $100,000 sold to date). This offer would seem to be a 'no-brainer' - $1,5m house for only $25! You would expect it to spread faster than a Sydney bushfire.

I watched a fairly in-depth clip on national TV last night covering / promoting the auction. It was a great PR coup to secure the slot and it will no doubt have put this project into the minds and consciousness of many New Zealanders as a result. I'm sure their website will be running red–hot today and would not be surprised if ticket sales have gone through the roof.

The point I'm getting to here, is that the social media aspect has required a traditional marketing medium (PR+TV) to drive awareness and profile. Social media alone has not achieved a particularly good result, but integrated with traditional media it will be far more pervasive and persuasive

I blogged some time back on the importance of integrating social media with traditional marketing platforms. The more I see of the rollout of social media into mainstream marketing, the more convinced I am that in many cases (not all), thoughtfully integrating social and traditional media is the smart way to go.

I’ll be following the final weeks of this promotion with added interest to see what impetus the TV coverage provides to sales. I personally hope they shoot the lights out.

Related links...
Integrating TV advertising with online marketing
Social networking is becoming a critical component of marketing strategy

Tags: facebook, online advertising, social media, social networking, twitter

7 comments

  1. § Heather Claycomb Email said on : 12/11/09 @ 16:40
    *****
    As one of the 'good folk' behind this promotion, it has definitely been a challenge. Facebook has been a primary medium that we're using to drive the promotion in addition to their website. Also using Twitter as well. It definitely pays off to couple 'traditional' media with social media. In 9 minutes we sold $10,000 and in less than 24 hours we're up another $60,000. With a VERY small budget for advertising (i.e. nearly none!), publicity and social media have been our only tools used so far. Will it be effective enough, however, without some traditional (web adverts would be logical) advertising thrown in? We have yet to see . . . . they do have the 'God factor' on their side, tho, so maybe we should add Him as another marketing tool in our toolbelt? :)
  2. § Maria Carlton Email said on : 12/12/09 @ 09:57
    *****
    I'm also watching with interest at the use of traditional media mixing with SM - and I guess there will be some great lessons for marketers to learn as this promotion draws to it's conclusion in a few weeks - that's an exciting extra benefit for those of us interested in marketing.

    I also wonder if the old question of Location, Location, Location will have any bearing on ticket sales. It's one thing to 'win a million dollar house' but where it is, and how one feels about actually living there could be both a plus and a minus for many punters.

  3. § Wayne Attwell® Email said on : 12/14/09 @ 08:20
    Looks like there has been quite a big surge in ticket sales as a direct result of the TV spot, around a similar amount to what had been sold via social media vehicles since the start of the promo. I expect the volume to taper off over the next few days so it will be interesting to see what the organisers to to ramp up sales or keep them at the recent going rate. More traditional media and TV exposure will be required, I think.
  4. § Carole Email said on : 01/15/10 @ 10:23
    *****
    Whilst I agree with Maria about the location of the property and the pluses and minuses this may bring, I think the target audience has largely been ignored. Perhaps the developers of this campaign should be targetting the message to religious Lotto players?
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