The brief:

AMERICAN shutters’ exhibition stand at Decorex Cape Town 2010 (23 – 27 April) was an ideal opportunity to build brand awareness with the support of social media and email marketing.

The objectives:

• Attract people to AMERICAN shutters’ stand.
• Introduce the public to the new online showroom.
• Build a fan base and create sales leads/establish relationships.

Campaign elements:

• Designed emailer invite to show.
• Decorex Cape Town ticket giveaway supported by social media.
• Decorex competition, news and blog post updates.
• Style Secret competition supported by social media.
• Designed post-show emailer.

Online and social media support:

• Five blog posts.
• Twitter- 92 Twitter updates regarding AMERICAN shutters’ stand and competitions with the use of hash tags to make tweets searchable.
• Twitpics – 2 Twitpics (pictures shared via Twitter).
• Facebook fan page- 47 Facebook fan page updates specifically about Decorex and competitions.
• Event photography shared on Facebook and via Twitter.
• AMERICAN shutters’ news library article.
• AMERICAN shutters’ homepage – Decorex logo was added and linked back to blog posts.

Results:

• The Style Secret competition helped increase AMERICAN shutters’ contact database, which now totals 1420 contacts.
• Six people entered and each won a ticket to the opening day (23 April) at Decorex Cape Town via Twitter, Facebook and/or the blog.
• The blog views reached their highest levels on 22 April (71 views) and 12 May (110 views), both dates when the emailers were sent out. The 5 campaign blog posts have a combined total of 286 views (as of 13 May).

Blog statistics for April 2010

Blog statistics for May 2010

• AMERICAN shutters’ Decorex announcements and competitions were mentioned or retweeted on Twitter by other people 21 times.
• The two Twitpics were viewed 33 times and 35 times. From the start of the campaign on 8 April, until 13 May.
• The Facebook fan page had 123 unique views, 661 page views and 160 photo album views.
• AMERICAN shutters gained 5 more Facebook fans but it was the Twitter profile that grew the most increasing from 173 at the end of March to 232 by the end of April.

Both emailers included links to various AMERICAN shutters’ online locations. The first emailer was opened by 309 people and 1.6% clicked through to content from the emailer. We optimised the hyperlinked content in the second (post-event) emailer, opened by 598 people, and as a result 26.1% clicked on a link with the most popular content being the online showroom (41 clicks), the shared style secrets blog post (38 clicks) and the photo album from the show on the Facebook fan page (32 clicks).

Read more of Monique‘s blog posts here.

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