How Midwest Communications’ Grew New Customers by 3,723 Giving Away a $1,000/Month Mortgage Payment
August 29, 2023
In this captivating case study, we delve into the remarkable tactics and strategies that propelled Midwest Communications' engagement and data insight growth. Through the step-by-step process of their innovative pay-for-your-mortgage marketing giveaway, powered by the captivating Audience sweepstakes.
Uncover the fascinating story of how they generated an electrifying buzz by granting the lucky winner an entire year's worth of mortgage payments, covering both the principle and interest, up to an impressive $1,000 per month. We dive into the implementation of survey bonus entries, ingeniously designed to eliminate the need for participants to fill out the surveys prior to entering the contest, using our contest tool. This strategic approach ensured that the survey was introduced only after individuals had already entered, enticing them with the rewarding opportunity to earn bonus entries by going the extra mile.
Since its inception in 1958, Midwest Communications has been a trusted and influential multimedia company that has established a strong presence in numerous communities across Illinois, Indiana, Kentucky, Michigan, Minnesota, North Dakota, South Dakota, Tennessee, and Wisconsin.
With an impressive portfolio of 81 radio stations and 75 renowned brands, this family-owned organization continues to make a significant impact, fostering connections and delivering quality content to audiences throughout the region.
What impact did the implementation of the pay-for-your-mortgage marketing giveaway, including the strategic use of survey bonus entries for their sponsors, have on Midwest Communications' engagement and data insight growth?
What was measured?
Midwest Communications conducted a comprehensive assessment of Audience's sweepstakes tool to evaluate its potential in augmenting their zero-party data and creative customer engagement idea levels.
Why was this measurement chosen?
The chosen measurements were selected to evaluate the effectiveness and impact of Midwest Communications’ pay-for-your-mortgage marketing giveaway through engagement and zero-party data collection.
Online Engagement: The level of user participation and interaction with the campaign, such as the number of survey submissions, social media shares, comments, and likes.
Zero-Party Data Collection: The percentage of contest entrants who submit both sponsor surveys, provide valuable zero-party data, such as contact information and preferences for the sponsors, Ready Roof and Adam Merrick Real Estate.
1. Midwest Communications’ determined that their data collection focus would be on contact information. This includes email address, phone number, first name, and last name.
2. They met with the Audience engagement team and reviewed the data points.
3. Collaborating with Audience, the Midwest Communications’ team devised targeted strategies to amplify the zero-party data for their sponsors. Recognizing the potential of survey bonus entries, they integrated Audience's bonus entry form into their campaign. Any participant who submitted a survey received +15 bonus points.
Outcomes and Results
The outcome of this giveaway was incredibly insightful. Midwest Communications' achieved substantial growth in their data as a result of the campaign, specifically with the bonus survey submissions.
Total entries: 31,115
Unique entries (new users): 3,723
New email subscribers: 1,980
Survey Responses (Ready Roof): 918
Survey Responses (Adam Merrick Real Estate): 1,062
Unleashing Engagement and Data Insights: Midwest Communications' Captivating Pay-for-Your-Mortgage Giveaway
The impact of Midwest Communications' pay-for-your-mortgage marketing giveaway, powered by Audience's sweepstakes was incredible. They took engagement and data insight growth to new heights with their innovative strategies. By offering a year's worth of mortgage payments as the grand prize, up to $1,000 per month, Midwest Communications created a buzz like never before. They cleverly introduced survey bonus entries, enticing participants to go the extra mile for additional chances to win, without needing to fill out the surveys upfront.
The results were remarkable. With over 31,000 total entries and more than 3,700 unique entries, Midwest Communications achieved significant growth in email subscribers and survey responses for their sponsors. Their sponsors, Ready Roof and Adam Merrick Real Estate, also benefited from the campaign by collecting valuable zero-party data from the contest entrants. This case study showcases how Midwest Communications' pay-for-your-mortgage giveaway, combined with Audience's sweepstakes, proved to be a winning combination for engagement and data insights. It highlights the power of strategic marketing campaigns and the importance of leveraging innovative tools to drive remarkable results.
Midwest Communications’ used Audience’s Sweepstakes tool to accomplish their goals. Connect with us today to learn how Audience’s platform can help you grow, enrich, and activate your first-party data.