SocialToaster Tip - Using Low-Cost Incentives Around Existing Brands to Promote New Offerings

One of the core goals of most of our customers is to be able to drive brand awareness around their product offerings or services.  One tactic for doing this is to leverage support for an existing brand, and parlaying that into support for a new initiative.  Good examples of companies that do this well come from some of our media clients.

As the media and entertainment world becomes more competitive, it becomes more critical for its entities to find new and creative ways to promote new shows, movies, artists, and events.  Most of these organizations are already using social media around their core brands, but they struggle a bit in terms of trying to promote new programming.  This is not unlike many of our customers.

SocialToaster provides for a streamlined way to leverage core supporters of existing brands to help grow awareness around new offerings.  When the SocialToaster platform is coupled with low-cost incentives it becomes a powerful solution for building up a database of Ambassadors able to act as an effective referral source.

For example, TV One leveraged one of its stars, LisaRaye, and her existing supporters to grow a database of over 1,300 Ambassadors who collectively can reach more than 540,000 people.  They did this by offering simple incentives for becoming an Ambassador, including discounts on LisaRaye's line of jeans, and the opportunity to be entered into drawings for a variety of inexpensive prizes.  These incentives and the Ambassador program were then promoted through traditional means, including email promotion to their existing newsletter database.

These Ambassadors not only drove nearly 18,000 visits to the LisaRaye site, but now they can be tapped to help promote the new shows that TV One is launching this coming season.

This tactic can work for any company that has an existing audience of supporters for an existing brand.  Consider growing your Ambassador database by offering simple, cost-effective incentives around that brand for that audience, and then ask those Ambassadors to help you promote your new offering.  If you get their permission, and have something worthwhile to share, they will generally be happy to assist you!

For more tips on using SocialToaster, or to learn more about how SocialToaster could be effective for your organization, please contact us at 443.393.2600 or email sales@socialtoaster.com .