The past few months have been exciting here at Digital Evolution Group. I led the team that launched a Facebook project for large Midwest retailer, Gordmans (over 68 stores in 16 different states in the US).

We developed the default tab that appears when you go to the Gordmans Facebook page. When customers fill out the form that appears, we send them a 20% off coupon via email with a barcode they can use at any store (the email has a dynamic expiration date that is generated and the system checks for duplicate records in the DB to deny multiple sign-ups). What is really slick about this automated process we developed, is the system stores the customer information into a segmented email list within Exact Target, the email platform the brand utilizes for their email communications.

The free 20% coupon is what we call a “give to get” tactic. Users must provide their email address to receive the 20% coupon and agree to receive email updates with other special offers and discounts. A recent study found that customers are most likely to provide their email address in exchange for a discount or promotion.

This feature we’ve developed is also aligned with the larger shift that is happening online, which is the convergence of 1-to-1 marketing. By creating strategies and tactics in which you combine email and social media, your digital efforts work together and complement each other rather than being disjointed.

We believe within social channels like Facebook, you must make clear calls to action, this specific one for Gordmans being focused on transitioning to commerce. After all, your time and efforts invested in these social channels is ultimately aimed to sell more product (or services).

I’m really proud of the team that put this project together and wanted to share this with you. You grab your own free coupon on the Gordmans Facebook page.
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