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 As with any
marketing initiative, ROI is a critical
component of a digital entertainment
promotion. Without having a solid
understanding of how the promotion
performed, it is impossible to determine
the most business-savvy course for the
future.
The key,
however, is using the right measure to
correctly determine ROI.
Because
of their digital nature, it is tempting
to turn to usage figures as a measure of
the value of digital entertainment
incentives. But in reality, the amount
of content that gets redeemed has
little, if any, correlation to the
actual value of the promotion.
No one would
think about tracking whether a t-shirt
was worn or a pen or tote bag was used
by the recipient. As holds true if the
incentive were a t-shirt, a calendar or
a CD, the real measure of a digital
promotion’s performance boils down to
one key question: Did it achieve the
desired results?
-
 If
better product placement at retail
was the goal, did the promotion
accomplish that goal?
- If
increased sales was the objective,
how much sales lift was experienced
as a result of the promotion?
- If
driving web traffic or signing up
new credit card customers was the
target, how much new web traffic was
generated and how many credit card
customers were acquired?
When it
comes to promotions, motivating
consumers to act is the name of the
game. If your digital entertainment
promotion delivered a “yes” to the
questions above, you’ve got the ROI
answer you need.
In FOCUS:
Green Marketing
If there’s yet another case to be made for digital promotions, the green theme is it. The environment is on everyone’s mind these days – and companies across the board are scrambling to incorporate eco-friendly policies, develop green products and launch green marketing strategies. With so much green buzz, everyone is looking to jump on the green marketing bandwagon. But while consumers welcome the shift, they are also skeptical about some of the green advertising claims being made.
To ensure your green marketing is connecting with consumers, here are two key rules of thumb:
-
Keep it Real:
In a recent web survey of 6,000
consumers conducted by Burst Media,
two-thirds of respondents indicated
that they only sometimes believe the
green claims made by advertisers and
12.1 percent said they never
believed the claims. The biggest
missing component was lack of
information backing up the green
marketing claims.
-
Keep it Simple:
The same study by Burst Media found
that while a majority of consumers
have incorporated some green into
their lifestyles, only five percent
are completely green. These
statistics are backed by GenDigital, which tracks marketing trends for the youth market and warns that young people are actually turned off by overly-green messages. Add to this a recent article in
Brandweek which reports that most consumers don’t even know what sustainability is. The message? If you want to resonate with consumers, deliver a green message that is easy to understand, and
simple to incorporate.
PROMOTION
SPOTLIGHT:
Dane-Elec Sets USB Drives Apart with 5-Song Giveaway
 Back-to-school
shoppers will get much more than a
gigabit or two of memory when they
purchase a Dane-Elec USB memory stick
from Target this summer and fall. They
will also receive a music download code
good for five songs of their choice from
a
Dane-Elec branded music store
powered by Puretracks.
With USB memory sticks quickly becoming
a commodity, global manufacturer Dane-Elec
Memory is using music downloads as a
gift with purchase promotion designed to
differentiate its product from the
competition and, in turn, garner better
placement from retail partners.
“It makes perfect sense to offer digital
content with digital storage media –
especially digital music given that cars
are now being sold with USB ports in
their stereos,” notes Jon Christeson,
Director of Marketing for Dane-Elec
Memory. “And in differentiating our
flash drives with a unique, exciting
offer, it enables us to generate
excitement among our retail partners.
Ultimately, it’s all about feeding the
retailer’s bottom line.”
Christeson, who says his company is also
teaming with Duracell to launch a
Duracell-branded flash drive that will
be available in grocery stores, views
the digital music offer as a long-term
marketing strategy – making the fully
branded music store option offered by Puretracks an important consideration.
“We wanted the music store to be a Dane-Elec
branded experience because we want
consumers to associate free music
content with our USB drives,” says
Christeson. “When we launch the Duracell
flash drives, we’ll feature a music
store customized for that brand too.”
LABEL NEWS:
PlayPhone teams with
Sony BMG, EMI on
new Artist Promotions
Offering
PlayPhone has launched a new promotional
campaign with both Sony BMG and EMI that
will enable our brand partners to use
artist content and likeness from the two
labels for unique, demographically
targeted ringtone and wallpaper
promotions.
As PlayPhone's digital promotions
agency, Promotional Currency is able to
offer customized promotions themed
around as few as six artists — enabling
us to group artists by music genres,
demographics and niche markets. We can
also feature the artists' likeness on
POP throughout the store and incorporate
their likeness and music in TV and print
campaigns.
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