The Dabbieri Collection, an exclusive brand of floor coverings assembled by International Design Guild (IDG), is an alliance of home décor showrooms that serve both the luxury consumer and the interior designer.
In December 2010, International Design Guild (IDG) President, Krista Eliason, launched Dabbieri’s first online Promoboxx promotion. The goal was to boost Facebook Fans and Twitter Followers to increase awareness of Dabbieri products and IDG alliance showrooms.
“It’s vital that 100% of our marketing efforts, on and off-line, measurably increase recognition of our products and member showrooms,” Krista says.
Krista adds that she was also hoping to raise Dabbieri fan and follower numbers to “match or exceed” that of her other well-known competitors.
“After 30 days of running our first online promotion, I was amazed,” Krista comments. “We start with 193 Facebook Fans and ended with 1,320. That’s an increase of 584%!”
Being so pleased with the promotion results, Krista decided to award not one, but two grand prize winners with $4,800 worth of Dabbieri floor coverings. “With this promotion, everybody won,” she adds smiling.
Promotion Results
During the lifetime of the promotion, more than 1,100 people have clicked on ‘like’ The Dabbieri Collection’ on Facebook. Here are the ending stats:
– Promotion Offer: Holiday Area Rug Giveaway Sweepstakes
– Promotion URL (Expired): http://dabbiericollection.promoboxx.wpengine.com/
– Promotion Duration: 30 days
– Total Leads: 1,884
– Overall Conversion: 43%
Next Steps
The next steps for The Dabbieri Collection include creating a 2011 online promotion calender that tests various promotion types like coupons and quizzes. Dabbieri is also currently working with online promotional experts from Promoboxx on further optimizing Facebook Social Ads with future campaigns.
