In this article we analyze a striking example of free Internet advertising, implemented by the Dolomite refuges of Civetta, Pelmo and Marmolada. Basically, they have created a free vacation package for those who will leave their cell phones at home.
If you arrived at this article you probably typed keywords such as:
- free advertising on the internet
- advertise company for free
- free advertisements
- free advertising for companies
- a free advertisement
As is often the case, I start from a news item that has intrigued me-to make a brief reflection.
We marketeers are constantly looking for new ideas to create effective marketing and communication campaigns at the lowest possible cost.
Achieving a lot by spending little is, clearly, the aspiration of everyone, not just yours truly, who is involved in marketing consulting for 20 years now.
But let’s go back to the drawing board.
Let’s start with the message, which in this case captures and not a little:
“In the mountains without smartphones: the shelter is free”
Basically it consists of a vacation package including room and board from September 13 to 17.
Location: refuges in the Dolomites of Civetta, Pelmo and Marmolada, an area devastated by storm Vaia in October 2018.
Only condition: leave your smartphone at home.
The news attracts and not a little, so much so that tens of thousands of inquiries came in from all over the world in just a few days.
Clearly, the available packages are limited: only 5.
Yet people were not deterred and entered their applications on recharge.heartofthedolomites.org. Deadline August 9.
Not only that. Since each candidate must provide his or her rationale, uploading a short video is also recommended.
In addition to a free smartphone vacation, the lucky five will also be involved in some group recreational activities.
They will be invited to lend a practical hand by doing small jobs in the woods and along the trails.
Applications went far beyond expectations, tens of thousands for only 5 places.
Free online advertising: the goal of this marketing strategy
And now we come to us.
Let us analyze the points of success of this strategy. Basically, there are 2:
- Free advertising
- Creating a database of contacts
1) Free online advertising
To understand the scope of this marketing strategy, simply type the following keywords into Google:
- “in the mountains without a cell phone”
- “mobile phone-free vacation”
- “digital detox vacation,” with this keyword you can find so many more ideas.
The news bounced halfway around the world, so we can say that it was a great success.
Certainly a great deal of press office work was also done, kudos to the agency that developed the project. It was definitely worth the effort.
2) Creating a database of contacts
This is perhaps the most interesting aspect of this communication strategy. In the jargon it is called a lead generation strategy or contact generation.
Simply download the regulations to understand the true potential of this activity.
The most important points are 2:
- License. By submitting Applications, Applicants grant us an indefinite (or for the duration of the protection granted by the relevant intellectual property right), worldwide, irrevocable, royalty-free license to transform, process, modify, reproduce, distribute, transmit, publish, communicate to the public, broadcast, enact display, or otherwise use the Applications, in whole or in part, even in modified form (including, but not limited to, via the Internet, materials distributed through print, mailing, point-of-sale advertising, flyers, brochures), that are currently in existence or are developed in the future, for recreational, promotional, and/or advertising purposes and/or for any other purpose.
By submitting the Application, applicants warrant that the Application is original, in the sense specified above, and that applicants are the holders of all rights necessary to submit such Application and grant us the rights provided in these Official Specifications.
To the extent permitted by law, they shall indemnify and hold us harmless for any violation of these provisions. Only Participants, or reserves, if any, may take part in Recharge in Nature. - Personal Data. In order to administer the Selection and Recharge in Nature, the Organizers need to collect, examine, and store personal data of applicants (e.g., name, references, and Application) (“Selection Personal Data”).
The purpose of such processing of the Personal Data of the Selection is to enable Us to fulfill the obligations placed on Us by these Official Specifications, including the conduct of the Selection and for the pursuit of Our own legitimate interests (e.g., for promotional and marketing purposes).
I have quoted in full the two points extracted from the regulations.
As you can read, the data collected, the videos sent, and any material that will be produced during the vacation can be used without limitation for marketing purposes.
This is the big goal.
The organizer has not only created a database of tens of thousands of users, which he can use for subsequent communication and marketing activities.
He created an archive with thousands of videos, testimonies, photographs etc…
On balance, the game is definitely worth the candle, kudos to those who devised this strategy.
P.s. curiosity, reading the notice it appears that the referral agency for marketing is “Destination Makers” based in Brindisi, a location that is not purely mountainous….
A few ideas for developing your marketing strategy
Good, good and more good.
This shows, once again, that it is not essential to have big budgets, but big ideas.
As I often say, on television, I see commercials that I don’t understand. That they don’t communicate. That don’t have a winning idea or, simply, are a bad copy of something already seen.
Not only is there a lack of creative idea, there is a lack of strategy and planning.
Yet broadcasting a nationwide commercial requires a few hundred thousand.
The idea “Smartphone free=Vacation free” proves that any company, even a small one, can gain great visibility.
Large budgets are not needed. You just need to create the right strategy.
I report some key points, which I always keep in mind, when designing a new customer strategy.
Who do I address: Who is my Buyer Persona?
Answer far from obvious. Accurately identifying our target audience is crucial.
To whom we want to address. “To all does not exist.”
If we think about the strategy that is the subject of this article, the agency has targeted mountain enthusiasts who are not smartphone junkies.
How many people love the mountains and are really willing to leave their cell phones at home?
What is my market: Local, regional, national?
It is essential to clearly identify one’s territoriality. In more than two decades in the business, I have met entrepreneurs who sought customers everywhere, all over Italy, even if their business was purely local.
Today with the Internet everything is easier. If you have a product you can ship it anywhere. But if you dispense a service, that can create problems. My suggestion is to “go spotty.”
Expand little by little into your own territory. Take advantage of all the opportunities near you. Contact all companies or possible customers near you.
Only when you have heard them all, widen the beam slightly.
There are probably only 10 potential customers within a 5-kilometer radius. If you increase the radius to 10 kilometers the potential customers become 100. And so on. Why go 200 km and then “get bounced”?
How much did that visit cost you?
What is my value?
Every good marketer presents their products or services as if they were the best in the world. Are you really sure?
It is essential to do research and understand our competitors how they market themselves. What are their services, their prices.
What kind of assistance they do. What reputation they have in the market. Otherwise you are implementing a strategy blindfolded.
If you want to win, you must know precisely how your competitor has placed the ladies on the chessboard.
How can I make a difference for my client?
This is perhaps the most important question.
Why should a customer buy my product or service?
Where can I make a difference? Always remember that the price factor is never the only one taken into consideration during the purchasing process.
People are willing to spend a little more to get better service.
After-sales technical support, emergency response, remote assistance, tutorials ,video lessons, and online user manuals are some of the winning elements.
Respecting the consumer
This is definitely a winning key. The watchword. If we see a person, exclusively as a possible sale, we will never sell.
I have been a speaker to the sales force at several corporate events. One of my statements that most shocked the audiences was “you don’t go out in the morning with the idea in your head to sell.”
The customer realizes this. The customer understands that to you, he is no one but a part of turnover at the end of the day.
People want to be heard, understood. They don’t want to be “ripped off.” So if you want to give the right product to a person you have to devote time to them.
You have to ask questions. You must listen to her. If, at the end of the interview, you understand that your product or service, is not for her, you must not offer it.
It is simply a sale postponed in time because you have won his trust.
If you’ve reached this point in the article, you’re probably wondering–but where are the ideas?
How do I find new customers?
Dear Reader. I would like to write some ideas, but I risk being a generalist. Different products, different targets, different markets, generate totally different strategies.
Take a pen and paper and try to answer the 5 points above. Don’t do it as a salesperson, but put yourself from your potential customer’s point of view.
If ideas are initially scarce, do an even better and more profitable thing. Ask your clients directly.
- Why did you choose us?
- What do you find different from the others?
- What would you like us not to give you yet?
- What are we good at?
- Where can we improve?
These are just a few questions. You will discover things you never thought of.
Good strategy to all.
Did you find this article interesting? You can explore further by reading these articles.
- Autogrill Group, new strategy and new customer experience
- Volkswagen ID positioning and content marketing
- Example of a non-focusing strategy
- Why investing in Marketing is not an option but an imperative?
- Linkem and advertising with LE IENE. What an odd pairing!
- Want to improve the customer experience? Make like Kinder