Striking the Balance: Social Media Only an Ingredient in the Marketing Mix
Every day from March 20 through April 4, Rita's randomly selected one Facebook friend to win free Italian Ice for a year. For every 1,000 new friends, it also selected a friend at random to receive a cool swag bag with branded gifts. The promotional products included branded T-shirts, stuffed animals of PEEPS and Rita’s Ice Guy, coupons, and more.
Rita’s spread the word of the contest and the free Italian Ice day through emails, online promotions, press and in-store advertising. At the campaign's conclusion, Rita’s had added more than 105,000 new friends to its Facebook page, doubling its number of friends from before the contest and driving traffic to its stores on the first day of spring.
It’s hard to gauge what those 105,000 fans will do in the future. Did they just sign up for free Italian Ice? But what is impressive is that within two weeks Rita's used physical giveaways and creativity to drum up a level of exposure and following for its brand that's hard to match.
Social media marketing in the mix
Social media marketing isn’t going anywhere — and it shouldn’t. It’s a new and exciting venue for marketers to interact with consumers. It can even be scary at times since brands now encounter quite a different level of honesty and direct interaction.
All marketers should ensure they're using social media in the right places and for the right reasons. Even if the medium is still difficult to track, a combination of marketing tactics with solid numbers can make campaign results incredible.
Related story: 4 Tips to Building a Social Network Contact Strategy