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The Marketingplace
A social-media case that accomplished clear business goals: Briggs & Stratton’s ‘Battle of the Bands.’
By Sandra Bradley, Practice Director
“Yes, but ...?” Talk about social media in a business context, and you’re sure to hear those two words. “Yes, but how do we monetize it?” “Yes, but how do we convince the C-suite that it’s worth pursuing?” “Yes, but how is it relevant to our business?” “Yes, but ...?”
At the June 4 Web & Multichannel Marketing Peer Group Meeting, Matthias Kosloske, Internet Marketing Specialist with member company Briggs & Stratton, gave an answer to the “yes, but ...” question.
Matthias told the story of Briggs & Stratton’s Battle of the Bands, a multichannel marketing event that used social media in a results- and data-driven manner to accompish a key strategic goal: “to leverage the company’s investment of the Big Backyard Stage at Summerfest on a national (global) platform so that Briggs & Stratton builds awareness with 18–30 year olds.”
The results were a measurable and impressive success. The Battle of the Bands site attracted 3½ times as many people under 35 as did the Briggs Web site. Word of mouth carried the news, as each participant reported telling approximately 30 people about the contest. Nearly half of respondents under 35 had never heard of Briggs & Stratton before the contest. And 75% reported thinking the contest was “very cool.”
Matthias’s presentation was impressively thorough, demonstrating the business case for including creative applications of social media in your multichannel marketing. And as always, if you work at a UWEBC member company, you can view it in its entirety via Sonic Foundry’s Mediasite, which delivers video, audio and presentation slides in a single Web browser window.
Sandra is Practice Director of the UWEBC Web & Multichannel Marketing Focus Area. She is a sought-after expert in the online marketing space. She headed up Heibing’s interactive shop and founded online branding firm Aesention. Sandra earned her Master’s in Mass Communication from the prestigious UW-Madison School of Journalism and Mass Communication. You can reach her at 608-265-3299 or slbradley@wisc.edu.
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