One of the easiest ways to drive consistent marketing ideas is to simply follow trends as they happen. These can be global trends or spikes in popularity specific to your industry, but because there is a peak in interest and no one can predict these happenings, they represent new opportunities to reach customers.
The only issue is that it’s hard to come up with great content around trends (especially since there’s no prior warning that they’re coming). Worse yet, it can be nearly impossible to drive meaningful results from event-based campaigns even if you do manage to create a popular piece of content.
Fortunately, there is an answer to this dilemma, and it comes in the form of an interactive quiz. Quizzes based on events are tons of fun, and when done right, they can even drive real sales leads into your funnel.
Today we are going to look at two different examples of quizzes that acted as lead magnets and were created based on events. The first is a pure entertainment play and the second is a bit more serious – so there’s something for everyone here. By the time you finish this article you will have a new strategy for event-based marketing. Let's get started!
Example 1: A Fun Approach to Drive Top-of-the-Funnel Leads
Our first example comes from a financial software company called Firmex. This brand has a blog called The Deal Room where they share more fun and mainstream content. They run quizzes based on trends in finance. Let’s jump into one of their more successful quizzes and examine the approach behind it. This strategy contains four distinct parts.
- The quiz jumped on a popular news item. The example we are breaking down is a financial history quiz that was released right around the time of a huge fluctuation in the stock market. Surges in popularity are the perfect time to produce content because there is a larger-than-normal audience actively looking for news around the subject.
- It is designed to entertain. Quizzes are primarily meant to entertain – only a little piece of them should be to educate or sell. This is something that Buzzfeed fundamentally changed when they re-invented the quiz format a few years, ago, and it’s what allows a company like Firmex to create something highly share-able (149 social shares on this quiz).
- It Brought in 600 leads. This quiz brought in a solid six hundred leads in just a couple of days. These are not highly qualified leads, but they are people interested in finance, which is tangentially related to the core product Firmex has to offer. The next step is to use marketing automation to guide subscribers along the funnel to a purchase.
- Firmex follows up in a Personalized Way to Close Deals. The first thing to do after someone takes a quiz like this and opts in is to send an immediate “Thank You” email just so they have some continuity between the quiz and your email marketing messages. After that it’s important to always think back to why they opted in in the first place, and never send marketing messages that are too far off from that original reason.
How do you adopt this quiz strategy?
The key to a quiz like this is speed. A financial history quiz when finances are all over the news is much more likely to be a success than the same quiz at a time when finances are steady and boring. The simplest way to begin here is just to set a Google Alert about some relevant topics in your industry, and when you see something start to take off, be the first to make a quiz about it.
Example 2: A Less Fun Approach to Drive More Qualified leads
If you insist on never doing anything truly fun (ahem, enterprise software), then don’t worry; you can still get in on the quiz action. Our second example today comes from a software brand called Channel Advisor who used a quiz to bring in a smaller number of more qualified leads. Let’s break down their strategy (again, four parts).
- It was at an actual event. I said event-based, but this quiz was actually featured at an event. Channel Advisor set up a booth at IRCE, a big gathering of marketing people, and launched a quiz titled “Which Image Won?” that was displayed on iPads in the booth.
- It was designed to get people thinking. Once Channel Advisor got people to stop and begin taking their quiz, they locked everyone in by showing two images side by side and asking quiz takers to decide which one was clicked more. For retail marketers this is a challenge that can’t be backed down from.
- It brought in 106 new leads. The Channel Advisor quiz didn’t bring in the raw number of leads that the Firmex quiz had, but given the relevance of everyone at the event, this smaller number most likely led to similar results in terms of real revenue.
- It had a prompt and relevant follow-up. Immediately after people opted in at the Channel Advisor booth, they sent out a “Thank You” email of sorts that is related to the quiz. This helps to make the connection between the brand and the quiz and reminds people of how they got on the list. In the following weeks slash months; Channel Advisor used email marketing to send more retail marketing material out.
How do you adopt this quiz strategy?
There are industry events happening all the time. Prepare a quiz that challenges attendees and display it at the next event. Channel Advisor challenged people to see if they knew which image was more popular, but you could challenge people on their knowledge of health and fitness, or on their knowledge of architecture, or anything really.
Now over to you.
Events are constantly happening, whether they are global trends like a huge fluctuation in the stock market that are making headlines, or a gathering of people specifically for your industry.
The key to making the most of these events is to have an arsenal of content ideas (like quizzes), at your disposal to prepare the next time an event comes around.
Now it’s your turn, there are constant opportunities to market based on events, and the next time one comes, whip together a quiz and see if it doesn’t impact your bottom line – I’d bet it will.