The "What Do Marketers Think?" Research Series
We worked closely with KFM to launch a three-part research series to survey marketers on their current and projected use of various marketing mediums. The ultimate objectives for the series were to 1) create original content that would attract the attention of multiple press outlets, and 2) generate new business leads and website traffic for KFM.
We began by identifying key industry partners to co-sponsor the series and maximize exposure to the survey. After securing our partners, inbound marketing company Hubspot and the content marketing express at Junta42, we worked on all aspects of the development of the online survey—from content creation to programming—as well as secured online media coverage to encourage more participants to fill it out. Because our primary end goal was to generate new business leads, we made each research report available for free, but required visitors to fill out a brief registration form in order to download.
Following the release of each piece of research, we used the results to craft marketing trend stories and tips sheets to share with trade publications, bloggers, and other relevant online outlets. We also relied on our partners to publicize the results on their blogs, their various social media channels, and in their email communications to their respective audiences. Each piece of research has resulted in close to 100 pieces of media coverage, thousands of online/social media mentions, and an average of two thousand downloads. Following the second piece of research, we hosted a webcast to further expand upon the implications of the findings. This webcast drew over 200 participants, several social media mentions, and a handful of additional business leads for KFM.
The third and final piece of this three-part research series, which will focus on module marketing, is slated for 2011 and will focus on mobile marketing.
Social Media
While King Fish Media manages their social media programs in-house, Channel V Media works with them in advance of launching new initiatives to assist in devising their messaging approach and to design platform-specific backgrounds and landing pages. We've worked side by side with KFM to launch its twitter, Facebook, and LinkedIn programs—all of which we rely on to promote new content launches and other announcements.
Results
Our long-lasting partnership with King Fish Media has spanned a series of initiatives, including PR, web development, custom research and social media, and has resulted in several landmark success stories. As a direct result of our work together, KFM has attracted the attention of a number of top brands, like David's Bridal and Zappos; been quoted, mentioned or otherwise featured by hundreds of press outlets; and greatly increased its overall online visibility through social media and other online activity.
