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““Case Study on Case Study on NameCheapNameCheap””

“Namecheap is a small domain registrant company that has been in business for nine years and is based in LA. They have a staff of about 70 people with only 2 of those doing marketing. The majority of staff members focus on customer service. Most of NameCheap’s business comes from referrals and word of mouth marketing.”

““How How ItIt All All Started”Started”

“How It All Started”

Michelle Greer is the marketing specialist at NameCheap and had been using Twitter herself since 2007. She thought that Twitter would be a great way to get people to connect with NameCheap. To get approval from her CEO she had to show her boss what the Zappos Company was doing with Twitter, especially the way they were running promotions.

She got her request approved and began by running a trivia contest on Twitter. The principle of the competition was simple. Give away free domain names. The winners would have to open an account if they didn’t already have one!

“How it All Started”

Basis of Campaign

• Created twitter account

• Created a reason for people to follow by playing a game

• Followers see tweets as trivia questions

• First to respond can win prizes

• Made use of @namecheap through all the replies

• To check on prizes and your score, you are taken to their website

“How It All Started”

People loved this concept and soon began following and attempting to be the first to answer the questions. NameCheap saw a jump in their numbers from 200 to over 4,000 followers in just one month. NameCheap also received an increase in their Page Rank as well.

The final results for the one month of competition were:

• Increase of traffic by 10% to NameCheap’s main website

• 20% increase in domain registrations

“How It All Started”

Key Points:

By using the reply feature their name was always visible. Plus driving people to their website increased traffic and gave exposure to their products.

““FacebookFacebook Campaign”Campaign”

Namecheap set up a current deals tab on their Facebook account and set about adding specials to it. One recent promotion was to allow Facebook fans to get a coupon code for a $1.99 domain name, this included a free WhoisGuard certificate plus a Comodo Positive SSL certificate. The normal retail value of this was over $53 US.

In less than a month over 5,000 fans were reached. Namecheap regularly features order now specials that allow fans to get domain names and certificates at low prices. These offers are strictly for their Facebook fans only.

“Facebook Campaign”

““Capitalizing Capitalizing onon Current Current IssuesIssues””

“Capitalizing on Current Issues”

Namecheap is a great example of using a real time issue to create a marketing campaign and generate sales.

This was done recently by NameCheap when photos of the CEO of GoDaddy appeared shooting elephants in Zimbabwe. Both are domain registrants competing for business.

This was done by allowing any member of GoDaddy to transfer their domain name to NameCheap for just $4.99 US. Plus 20% of this amount would be donated to Save the Elephants.

“Capitalizing on Current Issues”

Results:Results:

It has been estimated that almost 20,000 people moved their accounts. This resulted in NameCheap generating $80,000 worth of sales in just a few days.

NameCheap achieved these types of results by acting quickly on a real time issue while also donating to a worthy charity. This campaign also put GoDaddy in the news but for all the wrong reasons!

““Christmas Christmas MarketingMarketing Campaign”Campaign”

“Christmas Marketing Campaign”

In December 2010 NameCheap ran a Christmas Marketing Campaign on Twitter. They were giving away 8 domain names on the hour, every hour for 10 days running up to Christmas. The company was also giving away over $20,000 worth of prizes including laptops and books.

To participate all anyone had to do was follow NameCheap on Twitter and then answer trivia questions. The first person who answered correctly had $9.96 credited into their NameCheap account. In addition to this another seven people who answered correctly were randomly picked to win the credit.

The top prizes of a Dell Studio 15 laptop and Nooks were awarded to the 3 top winners with the highest scores.

“Christmas Marketing Campaign”

Superbowl Campaign

NameCheap also ran a competition during the last Superbowl by using the same trivia concept. This campaign boosted traffic by 30%.

““CCoosstts”s”

“Costs”

“The main cost of running a Twitter Competition Campaign is the person’s time. The account must be monitored constantly. Michelle from NameCheap used TweetLater to schedule her posts and a trivia book to come up with the questions. ”

““Why Why ThisThis Worked”Worked”

“Why This Worked”

The simple concept of running competitions appeals to everyone. Who doesn’t love to win something? With literally thousands of people requiring domain names, what better item to give away to anyone doing business online.

Using Twitter was an easy solution; it is quick and easy to use and can be accessed from anywhere.

Having contestants use the reply feature kept the company name in front of thousands of eyeballs creating additional awareness for the company. This allowed the contest to spread virally.

Each entrant to the competition probably had at least a hundred followers. Every trivia question attracted at the minimum a dozen replies. That is a huge amount of exposure created very quickly.

“Why This Worked”

““Use Use thisthis Concept Concept YourselfYourself””

“Use this Concept Yourself”

Michelle Greer used TweetLater to set up her competitions. She also made use of search.twitter.com API to automate winners and the Twitter API to automate the questions.

There is no reason why any business can’t do the same thing. There are many applications that can help you run contests and viral campaigns effortlessly.

“Use this Concept Yourself”

Check out some of the following:

Followeet – has a low cost monthly subscription which can help automate your business. It allows you to set up and promote coupons and other special offers.

Tweetswin – allows you to set up and run contests and giveaways.

TweetAways – allows you to choose a random winner from those who have replied to your tweets. This allows the winner to be notified as soon as they are selected.

“Use this Concept Yourself”

Twitter has their own set of guidelines which must be adhered to when running any contest or competition.

To create the best impact for your contest, have the entrants use the reply feature in Twitter. This also makes it easy for you to do a simple search and see who has entered.

The best contests are ones that have simple rules and only last for a short time period.

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