With 1,000 posters hanging in dealerships across US and Canada, Bowtech aims to enter as many archers as possible. Understanding their level of expertise as well as which brand of bow they currently own allows them to deliver back a customized content feed for each entrant. The data collected also informs their marketing plans for their highly anticipated product release this fall.
UPDATE 8/1: Over 60k entries led to the collection of over 30k archery customers that own competing products!Bowtech now knows exactly which product features drove purchase decision and they also know every individual's hunting ability. Their new product launch this fall is based on both aggregate insights but also affords them a highly targeted list of potential buyers on day one. Married to their dealer stock nationwide their marketing efforts are poised to be the most effective flagship launch in archery history.
SUPPORT THOUSANDS OF DEALERSHIPS WITH SCALABLE DATA PLAY TO MOVE TURN PRODUCT
Promotions are tricky things, especially as a one off. Or are they? Bowtech wanted to support a two week sales event for Rogers Sporting Goods, but they added a unique twist. Learn how they built audience while supporting a dealer event.
Excalibur Crossbow, like many outdoor brands, invests in individual personalities to promote their brand. Dean Partridge, host of Canadian Whitetail TV show, has been a huge supporter of the brand for years. Sure, the TV shows promotes Excalibur's products but it's only on air for a few months per year. Dean created a web podcast series so he can connect with his audience all year long. Excalibur supports this on their website and social feeds but implementing a feedback form with a few simple questions allows Dean to understand what his audience needs in his content feed. Excalibur also adds this crucial context to their database allowing them to personalize content feeds of their own.
BAND CONVERTS 56% OF TOUR ATTENDEES, LEARNS NEW CUSTOMER INSIGHTS
For 35 years GWAR has toured the globe... played in front of millions... but they've never owned their audience. In July 2018 they created a 'digital experience' for concert goers inside the clubs each night. Using video screens, posters on walls and messaging at the merch booths they promoted a simple task: "Text the wordGWARto 474747 " (go ahead, try it!). They smashed expectations garnering over 56% of the attendees each night texting in!Over 90% of those converted to a lead form! They are had an astounding 92% of leads provide an optional mobile number. Most importantly they asked 4 crucial questions before entering to win a prize. Those answers revealed business moving insights. Over 35% of the attendees were there for their first GWAR show! 30% have seen more than 10 GWAR shows. The not-so-subtle tongue in cheek suggestion to 'buy more merch' during the poll created a 40% increase in merch sales compared to same city stats from their previous appearance. For reach back they've created personalized email and sms messaging for entrants, will soon offload any left over tour merch to these entrants, next tour cycle they will offer the loyalists pre-sale offers and will invite newcomers with discounts to buy back catalog music to catch up on the band's discography. Sales, engagement, future revenue.
How will you engage and monetize your captive audience at your next event?
Tech Talk is the most watched LIVE archery show online. Bowtech engineers, staffers and technicians field real-time questions from the audience during the weekly program. Syndicated to Facebook, their website and other destinations, the program has well over 250k unique viewers. Utilizing a 24/7 Q&A form on their website allows anyone to submit a question in advance. This simple form captures organic web traffic and powers an SMS tune in alert for everyone that supplies a mobile number. Knowing who cares about technology and their products also allows the brand to deliver hyper relevant content via email.
BOWTECH TAPS PARTNER'S AUDIENCE W/ NEW INSTAGRAM OPTIMIZED EXPERIENCE
Activating an audience from social has been tougher to do these days. The platforms lockdown traffic exiting their url, plus it's disruptive for the user. This Instagram Story micro-experience mimics a webpage loading BUT it's actually a super fast loading, swipable experience. It's not longer 'live' to the public but see how calls to action are stacked on slides allow users to gain info if they like. This also had a data capture form on the end of the experience in addition to the slide promoting a sweepstakes. This experience was created once and shared with many Instagram influencers, including Bass Pro Shops. Bowtech was able to tell a story, on social, while gathering thousands of people from the partners' followings. Unlike the partners who keep their audiences in Instagram's control Bowtech converted them to an actionable database that can be tapped whenever and however Bowtech likes.
Be sure to open this link on your mobile device to mimc this 'swipe up' story flow from an Instagram Story, which is originally where users found this.