Participant Marketing

Welcome. It's the Age of Participant Marketing.

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“Organizations that understand how to inspire people to participate online keep them coming back. So, I set out on a journey to develop a simple framework, one that would guide marketers to success in this new, not-so-simple environment.”

- Daina Middleton, Performics Global CEO

 

 

What is the Performics "secret sauce"? It's the novel framework called The Participation Way. Participation Way is a method of "participant marketing" featured in a book by our global CEO Daina Middleton.

The Participation Way: Discover, Empower, Connect

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The Participation Way activates three interrelated elements to motivate people to participate. By building programs that incorporate all three elements, brands gain the competitive advantages required to compete in today’s complex, connected digital world.  (Click here to view example participant marketing case studies.)

Discover

Discovery is more than just "ah-ha" for your participant, it's about experiences that foster a sense of competence and autonomy. It's about you and your participants fully engaging and understanding each other. They'll want to participate if you make them feel enriched in some way through your content.

Empower

When are people truly motivated to participate? When they feel "heard" and involved. From a marketer’s perspective, this means creating an environment where the actions, desires and preferences of your customers are supported and feedback is truly valued. Are you listening to customers, even in your ads?

Connect

Connecting with your participant, and creating space for your participants to connect with other participants, is an integral part of the Participation Way. Connecting with others who have a similar interest provides participants with immediate contextual support for empowerment and discovery.

 

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How do you integrate The Participation Way into your digital and overall business strategy? What actions do you want your participants to take? During the planning process, Performics conducts a goals-and-benefits exercise to determine what participation should look like for your marketing strategy and what constitutes success.

Participation & Performance

Participant marketing takes performance campaigns to a whole new level. Campaigns and ideas that motivate people to participate through Discover, Empower and Connect yield amplification at no additional cost. It's like having an "echo effect" multiplier for everything you do!

Ready to launch a campaign that fully engages your participants? Contact us today.

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