All posts in “Conversions”

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The Marketing Case for why Businesses should be doing Promotions

In our previous article, we discussed the different elements that influence a consumer to enter a promotion. These are the mechanic, the incentive, and the creative concept. In this article we will discuss how crafting a promotion campaign (with attention paid to these specific elements) can be the single most important activity a business can do to achieve their marketing objectives.

 

Let’s take a look at some of the hard hitting marketing objectives that businesses need to achieve in order to continually to grow and thrive:

 

Each of these goals requires an action on behalf of the user. To get them to perform these actions requires them to be motivated, and/or receive some type of reward or value for doing so.

 

Creating a promotional landing page that incorporates the following elements makes it possible to get consumers to perform any action you want them to:

  • Mechanics match the campaign goals and are easy to use,
  • Incentives that are relevant, provide value, and are attainable, and
  • Creative Concepts that resonate and inspire action.

 

Why Promotions are needed in today’s Marketing Environment

Any marketer understands the difficulties of standing out from all the ‘noise’ in consumer advertising today, and how imperative it is to break through. There are many different types of marketing activities that can be used, and they each come with their own set of challenges:

 

  • Social Media is effectively free, however engagement is at an all-time low, as there are simply too many brands vying for attention, and only so much content a user can consume.
  • Digital Advertising (PPC) can be an effective way to guarantee your message gets in front of consumers. However it can be extremely expensive and difficult to convert.
  • Outdoor Advertising has always been a cornerstone of marketing, however measuring it’s effective and the results it drives has always been difficult to track.  

 

How Promotions can achieve Marketing Objectives

The solution to achieving your businesses marketing objectives is to use promotion and competition landing pages that are creative and data-driven, and use conversion-design driven principles.

 

The other marketing tactics that we discussed previously (ie. social, PPC, outdoor etc.) are not replaced by promotions but are used in a more effective way. These channels are used to send traffic to what works, and that is a page that is designed to convert the user and achieve the marketing objectives of the organisation.

 

‘Pandora in the Grass’ Promotion Campaign

To better understand how elements of a promotion can be crafted to achieve any marketing objective, it might be easier to look at an example of Peazie’s ‘Pandora in the Grass’ promotion campaign.

 

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  • Objective: The internet radio service Pandora needed to grow its database (Note: Ad revenue is dependent on the size of an audience) and increase brand awareness to its younger demographic.
  • Incentive: 2 X tickets were on offer to the sold out ‘Splendour in the Grass’ music festival – A prize that was highly coveted by the younger demographic that Pandora was targeting.
  • Mechanic: The ‘Buddy Builder’ mechanic was used, a custom mechanic created by Peazie that requires a users to nominate a friend, and then for that friend to validate that entry for the pair to be entered (Note: This is a very powerful mechanic as it has the potential to double the amount of entries).
  • Creative Concept: The creative incorporated the fun and eclectic design elements of the ‘Splendour in the Grass’ brand with copywriting to match.
  • Why it Worked: This campaign lead to an on-page conversion rate of 66%. Usually a simple mechanic that requires less effort on behalf of the user works best, however understanding your target market, and incorporating the right incentives and creative leads to amplified results.

 

Of course there is more that goes into crafting a campaign (You can read more about our case studies here) however an understanding of the basics can make crafting a promotion more clear.  

 

How your Business can craft the perfect Promotion

How can a business like yours learn to create the perfect promotion? You start off researching your target market, understand what influences and motivate them. You can then craft different promotion concepts, testing out different mechanics, incentives and creatives (Making sure they always align to your overall marketing objectives). You can track and measure all the elements, see what contributes to the success of the promotion, see what doesn’t, and then use these learnings next time round.

 

However are looking for a better, quicker and more effective solution? Talk to Peazie, we have executed thousands of campaigns, and we have collected data on each and every one of them. We craft promotion campaigns based on the ‘science’ or data of what works. We have a huge database that we can query, it allows us to identify what are most effective elements to use for any nominated marketing objective. Make sure to get in touch, we would love to have a chat.

Young woman resting on the dock on the lake with mobile phone .

What Influences Consumers to enter Promotions

In today’s business environment marketers are under more pressure than ever to achieve their organisation’s objectives. With so many channels and tactics to choose from, combined with the sheer amount of media in market, never has it been harder to find the most effective way to:

  • Break through the noise,
  • Reach Consumers, and most importantly…..
  • Drive behavioural change.

 

Here at Peazie we want to propose how using Promotions and Competitions (or specifically promotion and competition microsites) can be one of the most single effective ways you can achieve your marketing goals and objectives.

 

What Drives Consumers to Enter Promotions

To understand why promotions (and competitions) can be so effective you must first understand what drives consumers to enter promotions in the first place. A promotion is made up of certain elements, and when the right promotion, with the right elements, is targeted to the right audience great things can happen. Consumers are engaged, delighted, and more importantly become willing participants to take the action the business requires (whether this be providing their email address, or completing a sale).

 

Promotions done correctly create win-win scenarios for both the consumer and the business.

 

Elements of a Promotion

When we analyse a promotion from the consumer’s point of view there are three elements that will decide if they will engage with it, but more importantly, decide if they enter it. These elements are:

 

Elements of a Promotion

 

INCENTIVE

Prize: This is what the consumer has the potential to win for entering the promotion. The prize has to be highly relevant or compelling to the target audience, if not they will not see enough value in it to make it worth entering.

 

Chance of Winning: This is huge and often overlooked by marketers who run promotions and competitions. It’s not enough to have a great prize that is relevant, the consumer needs to believe they actually have a chance of winning. (eg. Having multiple smaller prizes can often be more effective than having one major prize).

 

MECHANIC

Entry Mechanics: The mechanic is the ‘tool’ that determines how the user enters the promotion. There are many different types of mechanics that can be used for a promotion. At Peazie we should know, we have used dozens of different mechanics when creating successful campaigns (We have even created a few innovative mechanics ourselves).

 

Mechanics can include:

  • Enter to Win: Simply enter your details to win a prize.
  • Instant Win: Instantly find out if you have won a prize or not.
  • Refer to Win: Refer a friend to both be entered into the promotion.
  • #Hashtag/Media Upload: Enter the promotion through a #hashtag or image upload.
  • Game of Skill: Enter through completing a game, quiz, essay etc.
  • Plus many, many more… just ask us

 

When choosing the mechanic you need to make sure you don’t make the consumer work to hard in regards to how they enter the promotion. If the effort is too high this will distract from the perceived value of entering (eg. Game of Skills require more effort, and without the right incentives and creative the promotion will struggle to be successful).

 

Using an entry mechanic that is suited to your target market is also hugely influential to the success of your promotion (for example you wouldn’t get seniors to enter a #Hashtag competition).

 

Don’t make it difficult: If you want to make someone to take the time out of their day to actually enter your promotion or competition remember KISS (Keep It Simple Stupid). The simpler it is for a consumer to enter a competition, the more likely they will do it. This goes for the method of entry, but also what details you require from the consumer.

 

Remember these simple conversions principles:

  • The less effort required from a user (eg. form fields to enter)……
  • The more likely they will enter your promotion.

 

There will be times due to your marketing objectives that you will require more effort on behalf of the consumer entering the promotion. This could include:

  • Giving their phone number (objective: lead generation)
  • Downloading Coupons (objective: to drive in-store sales)

 

If this is the case remember the perceived value they will receive from entering the promotion needs to match (or exceed) the effort you require of them.

 

CREATIVE CONCEPTS

Understanding the ‘science of acquisition’ as we preach here at Peazie, is knowing how and when to use certain mechanics and incentives to create promotions that are hugely successful. However when crafting the campaign we can’t forget creative. The proper creative ‘wrapped around’ the campaigns mechanics and incentives is a sure fire way to create a successful promotion.

 

The creative concept is the overarching ‘idea’ of the promotion that ultimately:

  • Captures the audience’s interest,
  • Influences their emotional response, and
  • Inspires them to take action.

 

Creative concepts are embodied in the promotions:

  • Copywriting, especially in the headlines and call-to-actions used, and the
  • Visual Elements, such as the imagery and design choices made.

  

Great creative concepts can make the connection between the brand, the promotion, and the target audience. They drive people’s attention, engage the consumer, and how you resonate with your target audience.

 

In this article we discussed the different elements that influence a consumer to enter promotion. In the our next article we will discuss how crafting a promotion campaign, with these specific elements in mind can be one of the most effective ways for your business to achieve its marketing objectives.

rolls of blueprints

Perfect Planning: Before and After the Promotion

The success of a promotion in any industry depends on the implementation of some general strategies that are relevant in all corners of business. Here are a few vetted tips that you can use to help improve the viability of a promotional campaign.

 

Before the Promotion

Are you sending the right traffic to your promotion landing page? You must be sure that you are optimising your target audience by streamlining it directly at a single source. Believe it or not, this is the way to expand your reach. You can also employ a multitiered strategy by using Facebook Ads, a PPC campaign and an email campaign that will bolster your overall exposure if executed concurrently.
Make sure that your traffic is targeted; the wide net strategy is not viable in any market. The more precise you are in targeting your niche, the better your promotional campaign will be. Make sure that you find your first responders at their preferred location as well.

 

During the Promotion

You must set the key performance metrics that you are looking to fulfill so that you can properly direct your promotion when it is in its active stage. This will help you to strategise your concept, making it more appealing to the audience that will be most likely to act like you want to fulfill your business objective.
Your campaign should also take advice from your previous campaigns – there is no reason to overlook the lessons that you have already learned in the past. Finally, remember that one of the most effective ways to create a higher conversion rate is to choose an engaging incentive and mechanic. Pay attention to how your audience responds to your lead ins!

 

After the Promotion

Do your customers know exactly what you want them to do after the conversion action? Are the directions on your promotion clear? Continue to direct your customers after the initial conversion, and make sure they receive what they opted in for.

 

Also are you using social media or emails to continue to drive customer engagement after the active promotion is over? Target the most enthusiastic of your new converts and empower them to spread your brand like an informal PR team.

 

These tips will definitely give you a leg up for your next promotion. However, here at Peazie we have run a few campaigns in our time. To create the ultimate competition that delights your customers and brings a value there are a host of things you need to think about from creative and data-driven campaign concepts, administration and permits, design and building, to tracking and optimising. Peazie has a reputation for partnering with top brands in many industries for creating premium promotion campaigns. With over 250 clients on board, Peazie has experience across the board as well, ensuring that your promotional campaign is built on the successes of the past!

 

A happy young couple relaxing together and making some online purchases.

Media Purchase: Part of your Branding Strategy or Only for Specific Campaigns?

When it comes to your campaigns, having the right media buying strategy is crucial to your campaign’s success. And understanding your conversion is crucial to setting the right strategy. Yet, one of the most overlooked aspects of this are the crucial differences between campaign specific, and on-brand conversions.

While on the surface the two areas might appear to be the same, it is often the case that brands will find great success, and increased conversion rates by running campaigns with very specific objectives, that are outside their usual, on-brand remit.

 

So, what are the differences between media buying for campaign specific, and on-brand conversions?

 

Campaign specificity

 

As mentioned, brands will often find great success converting with unique campaigns, that are outside their usual brand objectives.  This often entail building microsites for the specific campaigns, with singular objectives, such as getting customers to make an in-store purchase, as opposed to an online purchase. As these microsites are independent from the brand’s usual online presence, it’s normal for them to have a more specific design. Therefore, it can give the impression of something unique, and exciting.

 

Ad’s purpose

 

When it comes to media buying for any campaign, the purpose of an ad has a huge impact on the media-buying strategy. No matter if the objectives are brand related or campaign specific.

With campaign specific conversions, awareness and action are required from the audience. As such, the media-buying strategy (creative, channel, placement, frequency etc.) is different. It focuses on awareness, conversion and lead generation, as opposed to brand awareness, or product differentiation.

 

Lead motivation

 

The traffic generated by the new media placements will be different to the standard campaigns. And, it’s important to note differences in lead motivation. Consumers coming from a brand’s standard search campaign might be looking for a product, and they will be greeted with the product they are searching for. In this case, the motivation is the desire for more information. After clicking the ad, the lead may find the information they are looking for.

In campaign specific conversions, this motivation can be a lot more specific, and offer a far better conversion rate. Instead of finding people who are looking for a specific product, ads are targeted to identified people who are most likely to convert. Although the difference in motivation is slight, the impact on conversion rates can be huge.

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Why is Building a Database so Important?

In the early days of digital marketing, a database was little more than a list of names, or business contacts. On a good day, there were a few people who might be interested in your product. Or, at least, had shown some interest in the industry. Data collection was tough and expensive for the small business marketer, and it was common practice to just purchase a database, and bombard them with sales literature.


Fast forward a couple of decades, and the outlook isn’t half as bleak. Data is in abundance, and the means to capture data and build a database is now more affordable than ever. This said, it’s alarming how many still consider purchasing and spamming a list a suitable marketing tactic. Sure, in all likelihood it will probably result in some conversions – after all, if you throw enough dirt at the wall, something will eventually stick. But as any marketer will attest, not all conversions are created equally.

Lead quality


If there is one reason why building a database is so important, it is lead quality. Lead quality is everything. It influences whether or not an individual converts. It impacts how long a customer remains a customer. And it plays a huge part in determining how much it will cost to retain that customer for the long term. Building a database from scratch gives you control over the quality of your leads. Unfortunately, you can’t achieve the same result with a purchased database without significant expense.


Build a community


Building an active, engaged community is at the top of many marketers to-do lists, and rightly so. In this day and age, the divide between business and consumer has been torn down by social media, creating an open line of communication between brands and customers. One that allows businesses to offer value, and cultivate loyalty in return.

Using social platforms to engage your database can act as a crucial building block for your community. And it goes without saying that the higher the quality of your leads, the more active and engaged your community can become. This, in return, makes it a whole lot easier to retain your customers, and a whole lot cheaper too.

How to build a database


So, all this talk about databases, community building, and retention is all well and good; but how do you actually go about building a database filled with high-quality leads? Traditionally, marketers would have had to spend hundreds, if not thousands of dollars to conduct surveys, gather customer research, and run campaigns to collect enough information to compile a full database of potential, and existing leads. 

The truth is, consumer data is in abundance online. It’s simply a case of having a tool that helps you not only capture it but also make sense of it all. As a result, building a high-quality database from digital data can be a lot easier than you might think, be it through social campaigns, image upload competitions, or campaigns that drive your digital contacts to your physical store. The limit to your database building really is your imagination.

Beadred guy working in his office

Tips to Reduce ‘Form Friction’

If you want more conversions, ask fewer questions. It’s one of those no brainer best practices we’ve had drummed into us since taking that first job as the intern. It’s basically a fact, often recounted among marketing and lead gen professionals as the quickest way to boost conversions.

“Having fewer form fields leads to increased conversion rates”, we’d say. “The problem is we’re causing too much friction by asking too much of prospects”. It’s a logical idea, to say the least. But is it true? Well, not exactly!

Though this idea that “less is best” has made it’s way to the core of modern marketing, research has indicated it’s not how much you ask, it’s what you ask that’s important. But don’t worry, I won’t dispel the myth and leave you hanging.

Here are 4 top tips for reducing form friction:

Ask the right questions in the right order

A split test carried out by Truckers Report saw the website hosting 2 landing pages, identical but for the number of form fields. Form A asked only for an email address while form B requested preferred job information, locations, driving experience, and then, finally an email field.

The result was that while form B contained 3 additional fields, it converted 31% better than form A.

What’s important here isn’t just the number of fields, but the progression from a fairly ambiguous, impersonal field, to one that is 100% personal, and thus likely to cause more friction.

This type of staging and timing plays on the commitment and consistency phenomenon discussed by Robert Cialdini in his book, Influence: The Psychology of Persuasion. It is the idea that “Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”

Offer a worthwhile incentive

We’ve often spoken about the impact incentives have on conversion rates, and they can also play a huge part in reducing form friction. When it comes to your form, your incentive must outweigh the data you’re requesting. For example, if you’re incentive is a white paper or discount code, chances are I’m not going to feel comfortable handing over my social security number.

Research, optimise, test, repeat

Many of us can throw together a lead generation form in hours, if not minutes. Often turning to our extensive experience and vast knowledge of our respective industries.

The truth is, while this knowledge and experience might help inform our choices, it does little to help us understand what the right questions actually are, and even less to understand the “right order” to ask them. This, in turn, results in unnecessary form friction.

To figure out the right questions, turn to the data. Look at what your visitors are engaging with, and where they’re dropping out, and use A/B testing to optimize and understand the best order.

Use the right words

One of the most crucial elements of your form, that is so often overlooked, is the copy asking the actual question.

Most of us wouldn’t give a second thought to spending hours writing page upon page of crafted sales copy, to try and entice visitors to the conversion stage. Yet once they are primed and ready, we leave them to flounder, potentially confused by questions that have been hastily written.

Click here for some examples.

Take time to think about your form from your visitors perspective. Are the fields optional? Can they select more than one checkbox? Is there a character limit on text inputs? Clarity is crucial to creating a friction free form.

Close up of a happy young women working together

Does Prize Value Impact Conversion Rates?

Choosing the right incentive is crucial for your competition. It sounds obvious, but it’s surprising how many get it wrong, spending thousands on a single prize in the belief that value – in a financial sense – will lead to increased conversions.

 

It might surprise you to know this is simply not the case. In fact, our data suggests that a single, more expensive prize in the $5k – $10k bracket drives around 10% fewer conversions than a simple $50 gift certificate. So here are a few things to keep in mind before you drop your entire marketing budget on your next huge prize.

 

Perception trumps reality

 

Perception is everything, regardless of the facts. As a competitive species, we gravitate toward scenarios where we are most likely to win. So even if the odds of winning a car or holiday are the same as winning the $50 gift certificate, for some reason the perceived odds favour the less expensive prize.

 

Give it a go! In your next competition, try offering something simple, over something lavish and expensive and see for yourself.

 

Volume trumps value

 

Another interesting takeaway from our data is the impact prize volume has on conversion rates. Having more than one prize up for grabs, even if they are lower in value, has a huge impact not just on conversion rates, but also on referral conversion.

 

Thinking about it logically, this makes perfect sense. Although we are competitive, we love to share experiences. After all, there’s a reason social media is such a big business. So while a single prize plays on our competitive streak, multiple prizes play on our want and need to share experiences within our communities, and friendship groups.

 

Goals trump everything!

 

When it comes to any campaign, it’s important to keep your business goals in mind. The majority of our clients seek to drive conversions and optimize conversion rates. If that’s your goal, spend $500 on 10 gift certificates, rather than $5,000 on something outrageous.

 

You can read some of our case studies here!  

 

Sometimes you might want to give away something lavish and outrageous, be it for PR or simply to improve brand perception, and prestige. Let’s face it, a $50 gift certificate won’t carry the same prestige as giving away a holiday, or a car.

 

If your business goal is to increase prestige, you’ll likely do better with a more expensive incentive. However, if you are dead set on a lavish, expensive giveaway, but worry about conversions, up the volume with some less expensive consolation prizes.
We hope these little golden tips help you understand how competitions can be run better. If you are still hungry for knowledge, get in touch with us at Peazie!