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Customer Acquisition : Rock/Creek Outfitters Generates Leads Via Twitter

February 2014 By Melissa Campanelli
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Outdoor gear and apparel retailer Rock/Creek Outfitters used Twitter's Lead Generation Cards in a Promoted Tweet campaign last year to capture the email addresses of people who entered a drawing to win a free pair of Chaco sandals.

The campaign realized a 4.6 percent engagement rate and generated over 1,700 new email contacts in less than one week.

Lead Generation Card was created by Twitter to help advertisers build their email lists within the social media site. In essence, they allow brands to ask their Twitter followers to sign up for special promotions by entering their email addresses.

The Rock/Creek campaign was launched toward the end of last summer and was exclusively promoted to Rock/Creek's Twitter followers. The brand opted for a late summer test because that's when Chacos are in high demand and Rock/Creek didn't have the inventory to promote the product itself, said Mark McKnight, e-commerce and marketing director at Rock/Creek Outfitters. "We wanted to keep the brand in front of potential customers and get them on our contact list so we could market to them once new inventory came in. That's why we decided to do this quick giveaway on Twitter."

While McKnight couldn't say definitively whether the promotion helped Rock/Creek acquire new customers, he did say it's seen results that justified the investment. "We had an opportunity in the making because the market had more demand than supply, so getting these enthusiasts on our list prior to the new inventory shipments was a great move," McKnight said.

In addition, McKnight was thrilled with the cost per new email address that the campaign yielded. "Because we're able to precisely target interests and @usernames, we know these people are highly likely to be interested in our products," he said. Following the success of the Chaco campaign, Rock/Creek did a few more Lead Generation Card/Promoted Tweet campaigns.


 

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<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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