Over the last few weeks Peazie has been educating our audience on what are some of the most important elements used to devise a successful promotion, some of these elements have included mechanics, incentives and creative concepts. While you can argue that all the elements work hand in hand to create a successful promotion we believe there is still some value in examining them individually. So without further ado we present -How to Choose Promotion Mechanics that Drive Conversions.
What is a Promotion Mechanic?
Put simply the mechanic is the ‘tool’ or ‘method’ you require a person to use to be able to enter your promotion. For example, the ‘Image Upload Mechanic’ (suitable for a brand engagement campaign) requires your audience to upload a photo to your promotion page (or social channel) in order to be allowed to enter.
How to Choose a Promotion Mechanic
There are many different types of mechanics you could choose for your promotion. To understand which one to use it is important to understand the characteristics of each mechanic, what is the objective of your promotion, and what action you require from your audience. We have provided a graph below to help better visualise how to choose a promotion mechanic.
Taking a step back and looking at the big picture you need to ask yourself “What is the reason I am doing the promotion in the first place?” My guess is you are trying to achieve some type of marketing objective. Objectives correspond with each part of the marketing funnel from database growth, to engagement, to sales.
To accomplish the marketing objective of your promotion will require your audience to complete some type of action. For example, if your objective is database growth then the action you require from your audience is to provide some type of personal details such as an email.
Barrier to Entry
This relates to how much effort is required on behalf of your audience to complete the action needed for the promotion. For example, if the only action you require from your audience is to provide an email then your promotion would have a low barrier to entry, which in turn would result in a higher volume of entries. If the action you require involves more effort such as your audience actually going into a store to purchase a product, then this type of promotion would have a higher barrier to entry.
The above factors will give you a good understanding of how to structure your promotion, this in turn will influence what type of mechanic you use. The type of mechanics can be broken into three broad classifications:
- Chance Based Mechanics: These require the user to only enter their details for a chance to win the promotion, but requires no further effort than this. An example would be an Instant Win Mechanic where the users enter their details and they instantly find out if they have won a prize (Low Barrier = Higher Volume).
- Skill Based Mechanics: These require some type of active engagement on behalf of the user to be able to win the promotion, however the effort is related to getting them to actively engage with your campaign. An example would be an Image Upload Mechanic where the user uploads a unique photo to be able to enter the promotion, and therefore the prize winner will be judged by skill, and not by chance (Medium Barrier = Medium Volume).
- Behavioural Mechanics: These require the user to enter their details, redeem some type of coupon or voucher, then complete the action required of the promotion. An example would be a Digital Coupon where the user presents the coupon in-store to purchase a product, usually at a discount (High Barrier = Lower Volume).
Some Extra Tips on Choosing Promotion Mechanics
By now you should have a better understanding of what mechanics are, the different types, and how they can be used in your promotions depending on what your objective is. However please note this has just been an overview, there are many complexities to understanding how to choose mechanics, such as how to use different mechanics in the same promotion in order to drive maximum results.
We have discussed how a promotion with a low barrier to entry will receive more entries than a promotion with a high barrier (and vice versa). However, keep in mind that promotions with a higher barrier are trying to achieve a higher value objective (eg. sales).
Another thing to remember about when choosing mechanics is they are directly related to the incentive on offer. This is because your audience will enter your promotion based on their perceived value of it which is made up of both the:
- Ease of entry (i.e. mechanic), and the…
- Value of the prize (i.e. incentive).
Therefore a promotion with a high barrier can still be very successful when paired with a high-value incentive. In our next article will educate you on how to choose the right incentives in order to get the most from your promotion.