Local Merchants Use Facebook for $30,000 Wedding Contest

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A unique social media marketing strategy for local merchants uses the power of Facebook for maximum potential.

Stories of businesses using the power of social media marketing are everywhere these days, and of course Facebook always seems to get the lion’s share of the news. So when Gary Hill of Passion Fine Jewelry in Solana Beach, CA asked for some help to promote a contest, he turned to a social media marketing consultant for help.    

“The merchants all have websites so why build another website?” asked Michal Newman of Michal Newman Consulting. “These retailers can pool their resources, budgets and Facebook pages to create a community that is rich in conversation about local products, services and interesting topics. That in turn will drive more conversation, a bigger community and more business.”

Newman’s strategy revolves around a collective merchant Facebook page called, the Best of Cedros, where the merchants’ brands and services are featured. The Cedros District in Solana Beach, CA is known for high quality products and services. Newman is teaching the local merchants how to message across multiple Facebook pages and integrate social marketing into all of their marketing initiatives.

Newman discusses the power of Facebook marketing. “If you have a Facebook page with 1,000 fans and those fans each have the current average number of friends which is 130 you have the potential to reach 130,000 people. If you then take eight merchants each who all have the same number of fans and communicate across all of these pages you have the potential to reach over a million people. Not everyone is going to be qualified for the businesses, but many will.”

The contest marketing programs direct people to the Facebook page where they are required to “Like” the page to register. Contestants monitor the Facebook page for clues, solve those clues, then snap photos of themselves at the clue locations. They are then requested to share their progress on their personal Facebook pages at the end of the day.

Once contestants arrive at the last location (which they deduce from solving the last clue), they are instructed to send a special text message only displayed at this location. The first 100 then receive a special text message stating they are semi-finalists with instructions for the next round.

Two mobile marketing companies are being used: iZigg and Mobile Storm, along with the photo sharing site Flickr. Newman hopes this campaign can become a model for small businesses everywhere to use their collective power to increase their reach and business potential.

To view this contest, go to: http://www.facebook.com/bestofcedros.

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Michael Newman
Michael Newman Consulting
(760) 845-0380
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