Maurices and Disney found clever ways to get their customers to interact with their social network pages this season! Let’s take a look…
Subject Line: ‘Tis the season for shopping, saving & free shipping
Maurices is running a promo that qualifies you to win your holiday wishlist. They call it the “Wish Pin Win Sweepstakes.” To enter, you fill out a small form, then pin any number of their products (to Pinterest) along with the required description line: On my wish list #wishpinwinsweepstakes #discovermaurices. I’m not quite sure how the user is linked to their Pinterest account, but I’ll leave that to the experts.
The idea behind this promotion has many advantages.
1. Engagement. It encourages shoppers to browse through the website, in turn finding products they’re interested in.
2. Customer Acquisition. By entering the contest, Maurices can gain access to a potential new customer’s contact information and ask if they’d like to receive future emails.
3. Future Targeting. By creating a wishlist, Maurices can better target each subscriber based on products they’re interested in. In this case, it can be obtained through their browsing history (since the wishlist is created in Pinterest rather than through Maurice’s website).
4. Even More Customer Acquisition. By posting products on Pinterest, word will spread about the best items you have to offer. Not to mention, products look so much better when suggested by a friend.
5. Conversion. By encouraging people to pin these items, the tedious work of browsing and compiling is now done — it’s easy for them to share it with friends and family. BAM, holiday wishlist complete.
6. Customer Retention. Offering contests keeps customers happy and waiting for the next opportunity to win.
Overall, this is a great way to market yourself using social media.
From: Disney Movie Rewards
Subject Line: Happy Holidays, Amy
For the month of December, Disney Movie Rewards is giving free reward points for clicks! On December 1st they sent an email announcing the promotion: “Earn 5 Points Every Day!” I clicked the CTA in the email, logged in, and earned my free points. BOOM. Done. Easy. The second day, I went to get my points but saw new instructions. To receive points I must now visit their Facebook, Twitter OR Pinterest page. There, I would find a link to a magic code. I can then use that code on the Disney Movie Reward’s website to redeem my points.
A great advantage of this promotion is that it:
1. Makes customers aware of their social media presence, and
2. Encourages them to “like” the page so they’ll be reminded to redeem points (therefore opting in to future posts).
3. Also, by liking the page, and/or posts, their friends will become aware of the promotion as well.
There are a few things I might change about their strategy, however.
1. For the kick-off email, I would make it clear how the process works (that social media will be involved). Rather than linking to the Disney Movie Rewards website, I would provide call-to-actions to their social media pages.
2. It seems like a lot of steps to earn your reward. Rather than listing a link within the social media post, I would like to see the code displayed there instead. I can only think of one reason why you might want to use a link: to direct them to a page with more opportunities for click through / conversion. In this case, the landing page only has the magic code.
Overall, still a creative way to incorporate social media.
Kudos to Maurices and Disney on finding unique ways to grow your customer base and engage existing customers through social media.