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:
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).
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.
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.