Generating demand is the process of building awareness of your products, facilitating discovery of different product offers, and leading customers to select the most relevant product. It is a marriage of many separate marketing functions: branding, SEO, viral marketing, email marketing, targeted advertising, and other direct marketing techniques.
In this article we'll look at a sample campaign and point out the various components of demand generation marketing.
Demand Generation Case Study
Let's look at a campaign that our partner Eyes & Ears Entertainment ran with the band Ultimate Fakebook (AKA UFB).
First, the results:
In Ultimate Fakebook’s first-ever direct-to-fan campaign, the band collected 1346 fan email addresses on 42,000+ impressions; they increased their combined fans on Facebook and Twitter by more than 50%; and they earned an average of $30.16 per transaction on sales through http://ufbrocks.com. In addition, the band’s primary site rose to within the top five Google search results from page four. The new album earned press mentions on Alt Press and AOL Spinner and more than a dozen blogs linked to the site and/or shared the band’s music via Topspin streaming player and Email for Media widget. Pretty darn good for an indie band out of Manhattan, Kansas that hasn’t released an album in seven years, right?
Now, let's look at the various components.
1. Targeted ad placement
To drive awareness of the new album and traffic to the band’s site, E&E designed a series of banner ads that ran for three weeks through their partner and ours, VEOBA. The animated ads ran on targeted blogs: Tiny Mixtapes, My Old Kentucky Blog, Spacelab.TV and LosAnjealous. The banner ads resulted in ~5% of the total fans added to the UFB email list.
2. Fun fan contest
Throughout the campaign, Eyes & Ears ran a contest with two objectives: One, engage fans with a chance to win rare, out-of-print Ultimate Fakebook goodies. Two, virally spread the messages “Ultimate Fakebook has a new album for free” and “Ultimate Fakebook has rare stuff for free.”
The idea was that fans could win free stuff by entering a “digital raffle.” The more “raffle tickets” a fan held, the greater his or her odds of winning free stuff. The contest was accomplished by introducing basic game mechanics into the viral marketing plan of attack:
a. Enter the contest multiple ways
b. Introduce a points system to initiate competition
c. Create a blend of paid and free entry
d. Offer the contest for a limited time
3. Capturing Demand: Music and merch sale page design and placement
Demand generation is hard to measure unless you have an effective means of capturing it. This usually means that you're driving fans to at least one distinct offer page (sometimes more, depending upon the campaign) that is well-designed and properly instrumented with Google Analytics.
Eyes & Ears built a slick offer page showcasing the band’s wares and placed it front and center on the official band site. Two key things here:
- The design demonstrates an important best practice for maximizing dollars per transaction by highlighting an exclusive deluxe package up front. When a fan visits a band’s website, he or she is looking for something special. E&E gives UFB fans something cool with a special deal on limited edition t-shirts.
- The placement at http://ufbrocks.com highlights another proven tactic for maximizing conversions. By running the offer as a full-page splash, E&E made the stuff UFB was selling impossible for site visitors to miss.
In addition to 1.) nailing best practices in design, placement and targeted advertising, and 2.) running a fun and creative contest to further engage fans, Eyes & Ears followed super solid web design and SEO practices. The combination of all of these efforts created demand for products and led to measurable gains in conversion.
Thanks to Austin Mayer and Brian Schopfel at Eyes & Ears for running terrific artist campaigns and allowing us to share with the Topspin community.