GolfEtail Social Media Marketing in 2011

The Challenge

GolfEtail, a Massachusetts-based discount golf equipment retailer, approached McDougall Interactive in 2011 for a second social media campaign with four goals:

• Increase Facebook likes
• Increase new email leads
• Promote brand awareness of GolfEtail
• Increase social media engagement

The Social Media Marketing Strategy and Solution

McDougall Interactive created and managed a Facebook-based social media promotion. The promotion asked GolfEtail’s new and existing Facebook fans to pick the winner of the Masters Tournament for a chance to win a free Bushnell V2 Slope Edition Long Ranger Viewfinder.

We marketed the promotion in the following ways:

• A targeted and evaluated email blast sent out to GolfEtail’s existing email subscribers.
• Daily announcements and links to the Facebook contest entry tab across all social media channels highlighting the ongoing Masters action.
• A clickable homepage banner on GolfEtail.com to funnel people to the Facebook page.
• Facebook ads targeting users who “liked” the Masters with a total spend of $54.22.
• Ongoing monitoring across social channels to respond to questions and comments and to maintain momentum.
• Regular Twitter updates during the duration of the campaign to build enthusiasm and point people toward the Facebook page.
• Creation of a promotion-specific Facebook landing page (known as fan-gating).
• Creation and distribution of a follow-up press release.

The Results

GolfEtail received 1,203 contest entries (votes) from existing and new Facebook fans. In its entirety, the campaign generated:

• 1,252 new ‘likes’ over a period from April 3 to April 9
• 25,257 post views
• Over 50 Facebook Ad click-throughs
• 46 posts of feedback

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