A couple of weeks ago, I was invited to participate in a list building giveaway.
Now I like list-building giveaways. As a matter of fact, my Be Heard Day in March is one. (Plus it gets free PR and more visibility!) I’ve been doing this event for more than five years, so I’ve learned a thing or two about how to do them successfully. I even created a program on how to grow your list the right way based on my very rewarding experience, and taking into account a lot of my testing and tweaking over the years!
But this particular one broke almost all my rules. So much so that I started getting really annoyed with the constant barrage of mistakes. Let me back up and explain what happened, and why I think there is a better way to do it.
About two weeks before this giveaway event, I got a Facebook message asking me to join it.
Two weeks? I have my marketing planned for at least four months out. If you really want me to join you in some kind of Joint Venture, can’t you give more lead time? Although I hate to do it, I often have to turn down good opportunities just because it’s so last minute. Planning is the key to having a successful list building giveaway.
The other part of the invite that got me was that the giveaway was about health and wellness. Ummm… since when do I do that? I’m in marketing, remember?
Targeting the right potential joint venture partners is the next vital component of a good list building giveaway. That’s because it’s not the quantity, but the quality that matters. I’ve tested this. I get better returns from just a few people going to my giveaway page who are really interested, than from a far larger group who had no prior desire for what I’m offering.
So I ignored the request completely.
When the list building giveaway began, I got another message via Facebook to go get the free stuff all these health and wellness experts where giving away… ALL 650+ things.
650? Really? Talk about overwhelming! Who is going to download 650 items? And if not, who is going to have time to look through all the ‘stuff’ to find a gem or two that’s wanted. You need to make it easy for your target market to get what they want. Going through 650 offers isn’t easy.
And how much of that will just sit on your computer after the download? Based on my experience, I doubt whether the 650 products were a carefully thought out collection of targeted products from the best possible people. It seems more likely to be like a virtual rummage sale, with a mish-mash of everyone’s castoffs all piled together.
As for the people who joined the JV to build their list… how much promotion did they really get from the folks launching this event? I find it hard to believe that in just two weeks they were able to make sure that all 650 participants did all the promotion that was requested of them.
Even if it was heavily promoted, how many people actually will find your free offer next to the other 649 offers?
In my List Building Promotions Secrets program, I talk about why bigger isn’t better, and show how getting too many JV partners can actually hurt your goals. Instead, I show what you have to do to make the partners you do have want to work with you again and again.
List-building giveaways should create a win-win-win: a win for the event producer, a win for the JV partner, and a win for the target audience. It seems to me the only people who may have won in this event are the event producers. Maybe. Or maybe not, because the list they are growing isn’t targeted. That means it’s not a good list for selling to. And it means that sooner rather than later everyone will unsubscribe from the list, because they are not getting what they want from it.
What do you think? Have you done a list-building promotion that is this big? What’s your experience? Do you think this strategy works?