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BORGATA LEVERAGES SEAMLESS VIDEO AND QUIZ CONTENT TO INCREASE CONVERSIONS

By Wayin on July 31, 2017

To celebrate the launch of M life Rewards, Borgata Hotel Casino & Spa has launched a 10-week giveaway, where website visitors can watch an informative short video clip or take a quick quiz to unlock an entry form.

MARKETING CAMPAIGN OBJECTIVES

• Drive detailed data acquisition and opt-ins for future marketing communications
• Use engaging video and quiz content to encourage participation and maximize entries
• Promote the dedicated hashtags #LiveTheMlife and #MlifeAtBorgata to inspire social conversation
• Socialize Borgata’s website by integrating content from its owned social channels

SWEEPSTAKES SOLUTION

Borgata Hotel Casino & Spa makes the ideal location to relax and switch off from reality thanks to its luxurious spa facilities and exquisite fine dining, and after recently becoming part of the MGM Resorts International family, there’s now even more reason to start booking. To celebrate their partnership, and to engage and interact with visitors browsing the website, Borgata Hotel Casino & Spa has published a social hub, complete with a seamless ‘watch and win’ style video and quiz sweepstakes to engage potential customers.

The sweepstakes takes participants through a series of stages, where firstly they are required to watch an engaging 20 second video or answer a quick quiz to begin their entry to learn about the M life Rewards program. After watching the video or answering the question, participants are seamlessly presented with a form to submit their personal contact details to complete their entry, acting as valuable audience data for Borgata Hotel Casino & Spa. Participants must submit their name, email address, date of birth, home address and phone number, and can also choose to opt-in to receive future marketing communications and updates. To incentivize participation, Borgata Hotel Casino & Spa is giving fans the chance to win a grand prize getaway to an M life Rewards Destination every. single. week.

To accompany the sweepstakes, Borgata Hotel Casino & Spa is also encouraging its customers to register for an M life Rewards card to receive the latest benefits and rewards across 17 MGM Resorts International Destinations. And to socialize its website, the brand has also integrated the most influential content from its owned social channels within its webpage on a social wall for visitors to browse and share. Using the hashtags #LiveTheMlife and #MlifeAtBorgata, customers can also share photos or comments surrounding their own hotel experience at Borgata Hotel Casino & Spa through their own social channels.

Keep your eyes peeled for new Wayin App Store launches, as soon there we’ll be announcing an exciting ‘Watch and Win’ app for you to use, just like Borgata!

Watch the video here.

Original blog from Wayin by Jessica Williams

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They won’t buy your product, but your story

By Mai Elsayed on July 25, 2017

Seth Godwin, American author, entrepreneur, marketer and public speaker, once said “Marketing is no longer about the stuff that you make, but about the stories you tell.” This is especially true in the era of IoT and freedom of expression on social media. Customers, today more than ever, have access to different sources and materials which helps them compare products and analyze services.

With the massive amount of products available on the market, brands are striving to have an identity that is unique. In other words, companies try to tell their story using specific tone of voice and key messaging.  If we take a closer look at such brands like Lush, there is a narration behind every product, which blends into their overall key messaging. Within every product the brand emphasizes the importance of ethical buying of their hand-made, vegetarian skin-care products. With an element of persuasion, influence, and motivation, any brand can increase its demand by taking the audience on a journey and telling their story rather than just selling their products.

Dustin Lee

The old strategy of producing content like a factory no longer works! The whole point of employing content marketing is to talk to the customers instead of talking at them. A one-way communication approach will only lead your content strategy to failure. Therefore, relatable and interactive storytelling is what makes your customers fall in love with your products. Interactivity is very important in this approach and audiences’ feedback needs to be heard and acted upon. This explains why YouTubers have committed audiences that look up to them for guidance. The content that influencers deliver and the way they deliver it is what positions them as opinion leaders. The way vloggers address their audiences makes the whole experience very personal. Not only the feedback loop is essential for earning clients’ loyalty but it is an extremely useful listening tool. With the two-way communication approach, brands can identify patterns in demands, complaints or emotions associated with their brand name and tweak the messaging accordingly.

In the conclusion, whether it is an influencer or a company, both should allow their audiences to identify with the story and make them part of it by speaking their “language”. This approach will help brands and influencers to build positive emotional connection with audiences which in return translates into loyalty.  People are more likely to purchase a product that relates to them and attains their morals. Allowing customers or followers to live brand’s life, be part of the experience and be heard is like giving them glasses that will show them the picture they are more likely to connect positively with.

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Making Snap Marketing Decisions

By Tarek Hakim on July 18, 2017

Trends are like helium balloons, they float a while and slowly collapse and end up being forgotten. While you can often anticipate major events like world cups or new season of popular series, some trends emerge out of nowhere.

Since trends are often short-lived and people lose interest in them quite quickly, here are few tips to help you capture those fleeting moments:

1. Make sure that a trend/event/hype is suitable for your target audience.

Sure, you may be able to link the launch of the new Game of Thrones season to food delivery or a hotel stay, but is this really suitable for a private bank? May be not. You need to evaluate and judge quickly by looking at your target audience and what the trend is about.

2. Look at campaigns your competitors or other companies in your business domain are doing.

Having a brilliant idea for a campaign is great! But it’s worth nothing if it was already done by somebody else, so make sure you’re not copying anyone else!

3. Check if it’s logistically possible to unfold a campaign fully before the trend is over.

Time isn’t the only factor here, you need to be absolutely sure that you can get your team on board as quickly as possible. Don’t forget that financial aspect of any campaign is important and budget allocations may take time.

4. Keep it simple.

Not all trends deserve a big budget campaign, in-fact, most don’t. But it’s still worth investing a small amount of resources to capture some of the glory. Sometimes, a simple post on social media is more than enough.

Going back to the Game of Thrones example, if you suddenly woke up to all the spoilers and only noticed that the new season rolled out on the same day, a smart way to tackle the hype is to come up with a witty social media post that links your company to the show. If you are not present on social media for some reason, a short mailer to your partners and clients will do the job. You can even theme your emails’ background and font for that day around the show.

Remember, your marketing plan should always be fluid and adaptable. So be ready!

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Crown the New King of Marketing – Video Content

By Stacy Fernandes on July 10, 2017

Jakob Owens

From traditional television commercials in the 60’s to today’s YouTube, Vine, Snapchat, and even Facebook Live, it’s no secret that video has become a primary source of content during our daily lives. While convenient and efficient for the consumer, video marketing provides Marketers with an appealing, versatile, and very shareable medium to reach their audiences.

With online video quickly becoming a significant means for people to satisfy their information and entertainment needs, businesses that fail to embrace it in their internet marketing strategies will do so at their jeopardy.

There was once a time that attaching a picture of one’s products or services was enough to entice buyers. While images can most certainly improve your business and communication with your consumers, videos have a much further reaching effect on today’s media-driven culture. People are presented with so much information on a daily basis that they must actively decide what deserves their time to read and view. Video promotions will bring a vibrant understanding of the benefits of a product or service. Consumers also find it more convenient to watch a video while trying to accomplish other tasks. Providing this convenience to the consumer has proven to be a highly effective marketing technique.

Here are few highlights from a recent Forbes article:

• Video is projected to claim more than 80 per cent of all web traffic by 2019.
• Embedding videos in landing pages can increase conversion rates by 80 per cent.
• 90 per cent of customers report that product videos help them make purchasing decisions.
• Video ads now account for more than 35 per cent of all ad spending online.
• 59 per cent of company decision makers would rather watch a video than read an article or blog post.

It’s proven that video content has increased conversion rates in sales; however, poor production quality may have the reverse consequence on a consumer. Products and services that are not presented in the best way can drive away potential business. As with all marketing techniques, quality should always be of the main concern. When creating video ads and promotions for the website, be sure to carefully consider a well-thought out communications campaign.

If you’d like support in quality-driven and strategic video creation, connect with us for more information! 😊

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What do modern decision makers read?

By Stanislava Burianek on July 4, 2017

As a communications agency that works with a lot of B2B technology clients, we cater to  brands who are keen on reaching out to their target audiences by cutting through the noise of this growing market worldwide.  B2B tech brands know what they want! They are determined to influence decision makers and ensure that their brand becomes the number one choice for certain vertical players. In doing so, they come to marketing specialists who will surely help them to run their communication campaigns that will achieve their goals. In an ideal world…

What often happens with B2B campaigns, is the deployment? of the following logic: “We need to reach out to our decision makers – CIOs, CTOs, CEOs and CMOs. They will decide whether our brand needs to be considered, and they will read about us in technology and trade magazines, daily newspapers, and TV to learn more about technology world updates. It is surely the way to go! This is how B2B world is…”

Well, this is how it was, 20 years ago!

Modern day decision makers are not necessarily 50+ years old CIOs and VPs anymore. Times have changed! Yes tech, trade and business magazines are still relevant, but brands need to get more creative and go beyond traditional media.

Let’s take an example of a small business owners and decision makers. Today’s entrepreneurs are 26 to 36 of age business owners They have human interests and they do not necessarily open a fresh issue of a daily newspaper with their coffee and cigar. These people are mobile, agile, busy, and maybe have another day job. As any millennial, they have multiple interests and crave instant gratification infotainment channels. You can surely find them working out at the gym, working remotely from a trendy coffee shop, reading online magazines and watching YouTube videos for motivation and inspiration. They don’t watch TV, but instead they are most likely subscribed to Netflix or iCflix. They go to movies, download new trending apps and are super obsessed with the Game of Thrones.

So what is the way around it? It is time to start tailoring the content to appeal to emerging audiences as decision makers’ behavior changes. They get younger and, in such a busy media environment, they will dedicate more time towards watching relevant video content and pursuing their personal interests in their spare time. This is where your brand needs to be engaging with them.

Go get creative and get relevant!

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