Marketing can turn into an expensive adventure. That it doesn’t have to be that expensive can be viewed in this example. A soccer fan in a job search wanted to proof his point, and qualifications, and created a marketing and public relations campaign that quickly turned into a business development campaign with potential sales of $2,000,000. That it didn’t turn into sales has to do with the fact that he ran the campaign independently and wasn’t involved with the organization he promoted.
The campaigner informed the organization (a New York City soccer business on the way back into professional soccer) that he is intending to run a marketing and PR campaign. The organization wasn’t opposed to the campaign. While an attached poll went around the world and collected votes and support for the club on 5 continents and in 16 countries, the resulting business development opportunity blew the success out of the roof. Within 4 weeks into the campaign, contact and interest to approx. 20,000 New York City and surroundings small and medium sized business was established. Not that everyone was eager to do business on the spot, but the potential opportunity was carefully estimated to count $2,000,000 in annual revenue.
After informing the organization of the success of the campaign, he was asked to stop the business development part of the campaign. It is the goal of every marketing campaign to turn the responses into business, otherwise the entire campaign would not make much sense. Experiencing how fast the campaign turned into a business opportunity, the entire campaign was suspended in order to not turn a good thing into a bad thing.
The entire campaign ran up expenses in the amount of $12.17 ( for a domain name). Looking at the potential revenue, the ROI for every spent dollar is $164,338.53.
Lessons learned or confirmed:
- Never run a marketing campaign if you are not prepared to cash in on the opportunities. This is one of the biggest mistakes even the big shots in marketing make, on an regular basis and for various reasons.
- If you invest time and determination into a marketing campaign, you don’t have to spend money for it. You can save that to get sales and business development up to speed. However, with a solid budget for marketing, this campaign would have turned into much more incredible results.
- The same campaign is possible for almost everything, not only a soccer club. It needs individual attention, but it can be multiplied in many industries.
The campaigner used various social media tools, viral marketing and close attention to what got results and what not. Not all social media tools worked the same way and had a positive effect. It is important to realize that early. The same counts for a viral campaign.
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