Know-How Exchange : Social Media

Submit your offer to some of the sites mentioned here: https://www.squidoo.com/onedealaday and realize what's appealing is the $100 worth of stuff for $20. What'll push the offer over-the-top is the cause marketing offer (win-win).

Huh?

You say, "[t]he organization does not desire to use social media to promote the offer ..." Then you ask, "What strategies and tactics can our firm use to promote the offer to American consumers via social media?"

I'm assuming you are operating as their agent, right? And you want to do exactly what your client has asked you not to? C'mon. That sounds highly unethical. Are you just trying to make it look like your client isn't sponsoring the promotion, but you're doing it for them, so somehow it's OK?

If I were your client and you did something like this, I'd not only fire you, but I'd also make sure everyone in the area knew how unprofessional your behavior was.

My suggestion: Don't even consider doing something that your client has specifically put off-limits.


Note: Maybe I misunderstood. Is there some other explanation for why you're contemplating this social media promotion, in the face of the client's reluctance?

mgoodman - you misunderstood the social media concern. My fault if I did not portray it correctly. The organization is promoting the offer on its homepage, several secondary pages, as links in emails, and has tweeted about it and posted it to its Facebook account. It's all very upfront, transparent and win/win. That said, since the org's primary mission is to support its health-related cause, there is a concern that they not be perceived out in the wild as being too "commercial" representing any commerical brands, as opposed to talking about the specific health issues. This campaign is interesting because it offers consumers a way to get something of value worth more than the amount they pay, which means it resonates with folks that may not otherwise care about the non-profit beneficiary. The "deal of the day" sites, for example, would be ideal. Mommy bloggers have also picked up on this as way to both do good and do well. See response by Jay H-R above.

Thank you for your thoughtful response though.

I am new to Marketing Profs and this brainstorming/advice forum. It appears this post may have lost interest/steam for the community. On the other hand, sometimes it is calm before the storm...

FYI - we had a long conversation with our client today regarding social media. We confirmed the scope of our authority (in light of one of the comments in this forum, we thought that was prudent). As we previously understood, our client's concern is related to "scientific thought leaders", not the mass market of mommy bloggers, deal sites and/or consumers - the whole point of the campaign is both raise awareness and funds from the mass market.

We welcome and appreciate any other comments/suggestions/advice. We will award the points on or before 3/14.

Thanks.

Thank you, all, for your thoughtful and helpful responses.

Because she had many different helpful suggestions, including links, and even followed-up a couple more times for good measure, Karen wins the points.

On behalf of the whole Kozfor team,

Thank You.