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Put Your Listbuilding Efforts On Crack With A Simple Giveaway
Have you ever participated in a giveaway event? You know, the ones where you exchange your email address on someone's mailing list for a product they created? It's a commonly used mechanism, particularly during the holidays. I think it all started when some marketer was feeling particularly benevolent around the Christmas season and got together some of their marketing buddies to give presents away to their faithful collective readerships. It was so successful, it spawned an entire tactical niche in Internet Marketing - the Giveaway Event. From the organizational end of things, the benefits and relative simplicity of the vehicle are a thing of beauty. You recruit marketers (easy for most as these folks tend to run in packs!), formulate a sales page to promote the event, build some buzz about the launch of the giveaway, and then everyone presses the "send" button on their respective mailing lists at once. A more formal term for the vehicle might be "collaborative list development" as each marketers promotional efforts are serving to build every other participating marketer's list in the giveaway. Clever, powerful. Worth participating in if you get the opportunity. Of course, there are drawbacks to this approach (aren't there always?). The quality of the subscriber you get tends to be inferior to your own listbuilding efforts (more tirekickers and freeloaders) for obvious reasons. Different groups of products and marketers will achieve very different results. But these events to work. Expect to see a lot more of them in the future. |
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