How to create a $10,000 marketing campaign for $0
Lisa McGuigan used Bartercard to run a $10,000 marketing campaign for $0.
Thinking outside the box, Lisa McGuigan increased cash sales by 30% from a marketing campaign that cost $0 cash.
After identifying a gap in the marketplace for unusually packaged wines with an edge, the Sydney-based entrepreneur launched Lisa McGuigan Wines in 2010. Today she runs a successful company that’s pushing industry limits.
She joined Bartercard, a cashless marketplace, as a test to sell older vintages.
“Bartercard members buy and sell products and services using an alternative currency,” said Lisa. “I sold the excess stock quickly and soon built up a considerable sum of Bartercard trade dollars.”
Spending up
“I decided to run a three month competition in 10 retail stores that stocked my brand. I sourced everything for the competition using my trade dollars, and boosted sales by over 30% over those three months. It would have cost me around $10,000 had I paid cash.
Unpacking the campaign
“The competition was called ‘On Ya Bike’ and customers who purchased three bottles of Lisa McGuigan Wines went into the draw to win a bicycle. I paid for the 10 bikes, design, posters, digital artwork and shop displays with my trade dollars. Bartercard essentially gave me a marketing spend off the back of excess stock.”
Expanding local reach
“Bartercard can help you break out of the local market to expand your reach and really get seen,” said Lisa. “I’ve also approached restaurants on Bartercard who quickly picked up my label to save on cash costs (using their trade dollars instead). It was as simple as curating and designing a wine list then emailing it out to bars and restaurants on Bartercard which helped me get on a lot of wine lists.
Lessons learned
Lisa said that rather than pouring all your effort into going global, look around your business and see what else is in front of you. “Take a look at the opportunities available on Bartercard, like I did. I found there was business right outside my front door.”
Does your business need a boost? Bartercard is a cashless business marketplace that helps its members attract new customers, free up cash flow and grow profits across almost every industry imaginable.
Visit bartercard.com.au
July 25th 2017
