Entry Category: Special Event Planning, Contest
Entry Title and Organization: WS+B Superbowl Grid, WithumSmith+Brown
Award Received: Silver
Challenges: See Description.
Description: Keeping your firm’s name top of mind with referral sources is a challenge all accounting marketing professionals face. Doing something different to rise above the crowd of competitors is an even greater challenge. Sometimes a great marketing idea stems from something experienced at a personal level, then translated into something applicable to the professional world. This is how our Marketing team came up with its Super Bowl Grid Game for Referral Sources.
Strategy: Our Super Bowl game is based on the traditional grid game that transpires right before Super Bowl – seen by most everyone in the workplace and at home —where
you buy a box in which your name is entered, with the hopes of splitting a cash prize at the end of each quarter of the Super Bowl if your numbers match those of the game’s scores. Everyone is excited about the Super Bowl, even if they don’t watch football regularly. We wanted to capitalize on that excitement, turning the Super Bowl into a business development opportunity. The objective was to fill 10 grids with 100 names of our best referral sources (1,000 names total), and a name could not be repeated on another grid. Our larger offices had their own grid; some of our smaller offices combined their contacts onto one grid. Once filled in, the partners would personally email their referral sources informing them that they are a part of WS+B’s Super Bowl Grid Game as a thank you for their support of our firm. Non-cash prizes were offered at the end of each quarter. The following Monday, winners were announced and prizes either shipped or personally delivered (preferred) by the associated partner.
Tactic: Create a Super Bowl grid of 100 squares and enter the name of a good referral source in each box. Partners are asked to supply 7 or 8 names. Boxes are randomly selected; names and numbers are randomly assigned (hey, we’re auditors so it was all legit). Marketing drafted an email for the partners to personally send to their referral source contacts, announcing they are a part of the Super Bowl grid game. The email included an attachment of the completed grid with all names displayed, as well as a list of the prizes. In lieu of cash prizes, popular tech gadgets were offered: 1ST QUARTER: Nikon Digital Camera • END OF HALF: Samsung Surround Sound System • 3RD QUARTER: Kindle Fire • END OF GAME: iPad2 Monday morning after the game, winners are announced via an email to ALL referral sources. Partners are asked to personally deliver the prizes.
Results: The following Monday after Super Bowl, partners were sending emails galore to the Marketing Department, thanking us for the great idea. Follow up lunches ensued with referral sources who had not been in touch for months. It generated a lot of buzz within our offices. And most importantly, new business opportunities and renewed relationships were a result of this effort, including a proposal for a $100,000 engagement.
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