All posts in “Engagement”

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.

perfecting your promotion

6 KEY takeaways from ‘Perfecting your Promotion’

A couple of weeks ago Peazie had the pleasure of presenting at the ‘Perfecting your Promotion’ event held by our friends at Plexus. It was a great turnout with many insights into how to leverage data to improve your promotions. For everyone who couldn’t make it here are the top 6 key takeaways from Peazie’s presentation:

 

1. Lead with the benefit

“Win XYZ” (what you win) should be your headline act, not “Buy XYZ” (the behavior you want to change).

Peazie has run thousands of campaigns, so we know what works and what doesn’t when it comes to writing headlines for a promotion. Clearly stating what a person will be gaining from entering the competition always works a lot better than using a headline that states why you want them to enter your competition. Remember everyone’s favourite radio station: WiiFM (What’s In It For Me)

 

2. Simple entry mechanics

Remove as many barriers to entry as possible. Do NOT run games of skill. You can ask for more effort or data from a consumer, but make it simple and fun otherwise your audience will ‘bounce’.

This is very simple to understand, the more barriers and friction there is to someone entering your competition, the less likely they will enter it. Our job as marketers is to design a promotion that removes as many barriers as possible.

 

3. Perceived attainability outweighs total prize pool

Counter intuitively, 10 x $10 performs better than 1 x $1,000… And instant win out-performs grand prize draws every day of the week – because we humans are impatient.

Having a large grand prize drives a lot of attention for a promotion, however we have examined the data from running thousands of campaigns and it consistently shows offering multiple smaller prizes actually gets more conversions. Reason being when people think the odds of winning is in their favour they are a lot more likely to enter a competition

 

4. Decide what’s more important – quantity or quality

Whilst cash drives the highest quantity customer acquisition, an incentive that is only of value to a good customer will drive better quality customer acquisition. If possible, measure the quality of your acquisition in real-time and optimise against it.

We have tried many different prizes over the years, we know cash works well with a mass audience. The freedom of choice that cash brings leads to a higher conversion rate. However when working with a niche target market, choosing the right prize, that is highly valued by the entrant will give them the incentive needed to supply their personal information to enter the competition.

 

5. Measure everything and optimise

3 banner ads targeted at 3 different audiences driving people to 3 pages = 27 campaign variants. Without exception, One of those variants will work MUCH better than another. Tech has made this level of real-time optimisation easy.

One of the biggest advantages of being a marketer in the digital age is that there are multitude options for advertising platforms. Platforms such as Facebook and Google Display Network allow great targeting, great reach, and multi-variant testing options. Ads should be tested, measured, and then optimised for ultimate performance to drive the best quality of traffic to ensure a highly successful campaign.     

 

6. Repeat your successes

Again, modern tech has enabled us to step-and-repeat great promotions. As marketers, we also know that frequency drives recall and saves us cash – so if you can avoid building a new promotion, step and repeat an existing success.

The reason Peazie can give any business a competitive advantage is that we have collected data on every single campaign we have conducted. We know what works, and what doesn’t, and you can be rest assured any campaign we create for you will apply the latest in data-driven promotion design.

 

travel marketing summit 750 x 500

The Top 3 Benefits of Event Marketing

In a nutshell, event marketing is when a brand hosts, sponsors, or takes part in some form of offline or online event, exhibition, or presentation. Here at Peazie we love event marketing, this year alone we have sponsored many events such as Mumbrella360, and the Rakuten Marketing Symposium just last week. These events have been a great opportunity to meet a lot of interesting people, amazing brands, and create relationships for years to come.  

 

Event marketing is so powerful because they offer brands the ability to meet often huge numbers of high-quality potential cliental with the hope of making a lasting impression, and building a strong foundation. Traditional advertising takes a more “spray and pray” approach, often sending a general message to millions of consumers via wider reaching methods such as billboards, magazines, and television commercials.
The benefits of event marketing, cover every aspect of the marketing process, from brand awareness through to sales, and even retention. So, no matter what your goals are with your marketing strategy, chances are event marketing can significantly increase your chances of hitting your targets. Here are some of the biggest benefits of event marketing.

 

1. Brand awareness

Hosting, sponsoring, or even simply taking part in an event places your brand in front of a primed, high-quality, often purchase-ready audience of consumers. Sponsors and hosts can obviously benefit from a hands-off approach as their brand identities are often plastered over the event paraphernalia, and sales representatives can also benefit from the increased exposure by taking the opportunity to network in a more natural, “in-person” environment.

 

2. High quality lead generation

All marketing roads lead to sales, even those with noble intentions. Of course, we all want to “provide value”, and “build trust in our communities”, and at the end of the day, the overall goal of marketing is to generate more high-quality leads, with significant potential to turn into sales. Without leads, there are no sales, and without sales, there is no business. The vast increase in brand awareness offers an equally vast increase in the number of potential leads. Unlike traditional advertising methods, the leads generated by events are, more often than not, significantly higher quality, consisting of like-minded people, or consumers who have actively sought out your brand.

 

3. Build long lasting relationships

By far the biggest benefit of event marketing is that it has the potential to introduce your brand to a vast audience of eager clientele. The audience in event situations has already chosen to engage with your brand, so rather than talking at them, like you would with traditional ads, events offer the opportunity to have valuable, in-person conversations.
Trust is the most important asset any brand can build with their potential, and existing customers. Above all else, if a client trusts your brand over another, there is a significant probability they will choose you. Event marketing offers the opportunity to build trust in your brand, and can result in significant, long-lasting relationships.

iStock_000080033713_Small

HTML Tips For Better Audience Engagement

 

HTML stands for hypertext markup language. However, aside from scoring you points in a pub quiz, that knowledge isn’t much help. So, in this article we’ll explain how to use HTML to increase audience engagement – way more useful!

 

What is HTML and what does it do?

HTML is a coding language used to structure information on a web page and add visual styling to some elements. The code is ‘wrapped’ around various parts of your page and that tells browsers to present that information in a certain way. That might mean changing the font style or creating bullet points to make your page easier to read.

Each ‘element’ of code consists of an opening and closing tag to tell a browser when to start applying that style and when to stop. Opening tags look <like this> and closing tags look </like this>. It’s as easy as that!

It can also be used to direct Google to relevant search phrases on your page.

 

How can HTML increase audience engagement?

In terms of adding visual styling to a page, HTML can help keep people on your page by making the information easy to digest. You can do this by:

  • Using clear titles to break up the page to signpost users to the part of the page they want to read
  • Using bullet points and tables for snapshots of information
  • Adding internal links to keep users on your site
  • Making certain important words or short phrases Bold (don’t over do this though)

 

As we’ve already mentioned, HTML can help your pages be found by Google (search engine optimization – SEO). You can read more about this on our post about What to know about SEO but in brief, you can:

  • Use headings to highlight important search phrases
  • Include images and label them with phrases relevant to your content

 

Which bits of HTML should I know?

HTML can get a bit complex. Plus, it’s often used alongside other coding language such as CSS and java script to produce very pretty, interactive sites. However, here are a few essentials to get you started.

 

Heading tags – these are used to give your page a title and subtitles and apply a font that makes them stand out from normal text.

 

Paragraph tags – these are used to contain normal text and break up your text into, well, paragraphs.

 

Bullet points – these are great for displaying quick facts or stats and are really easy to code. You can create normal bullet points or numbered bullet points.

 

Underlining, bolding and italics – use these within your paragraphs to pick out important bits of text.

 

If you want to have a go with these HTML elements, visit codepen and try them for yourselves!

Low angle view of business team on starting line in the office,

Why All The Competitions?

By our very nature, humans are wired to be competitive. Competition is in almost every aspect of our lives, from sports and business, through to dating.

 

We’re surrounded by millions of brands, all asking us to ‘share to win’, ‘like to enter’, or ‘fill out this form for a chance to win’. With so many different competition ideas out there, if you’re not using them we understand if you think you’re missing out. Because you’re probably right!

 

If you’re stalling, and aren’t sure if competitions are for you, here are a few pros and cons to give you the inside track!

 

Pro: Generate brand awareness and engage with new customers

 

One of the biggest and most obvious benefits of running a competition is that it can generate a ton of new leads. After all, you’re tapping into our natural impulse. Everyone loves free stuff! For many this outweighs the potential barrier to entry that comes with sharing personal data.

 

Con: Some leads may only be interested in the prize

 

The caveat to generating new leads with your competitions is they may only be interested in winning. In reality, these are the “freebie hunters”. The people who have no interest in your brand, or purchasing from you. But the silver lining is running a competition offers you a way to make the freebie hunters work for you, and by leveraging competition mechanics – such as “share for increased chances of winning” – you can generate bucket loads of awareness through their networks and connections.

 

Pro: Improve SEO

 

One lesser known benefit of running online competitions is the impact it can have on SEO.

 

As you may know, a major aspect of SEO ranking is the number of genuine links that point toward your website. Asking entrants to share the competition on social media is a great way to increase the number of inbound links to your website.

 

Con: Rules and regulations

 

This is one of the biggest hurdles in running a competition. If this is a road you haven’t been down before, it can be a long process, and it is a bit of a minefield.

 

Knowing what is allowed, what is frowned upon, what is a breach of relevant state or international regulations, and getting it done quickly can be a bit of a headache.

 

Don’t worry though, all of this scary stuff can be easily taken care of by us here at Peazie!

 

Pro: Nurture your existing leads

 

Perhaps counter-intuitively, one of our favourite benefits of competitions is less about new lead generation and more about nurturing and converting existing leads.

 

We all have that percentage of our audience who don’t like filling out a form, avoid signing up to a newsletter, or might not be too keen on a white-paper. They are the little nuisances of our funnel who lurk in the shadows and consume, but are rarely engaging and are rarely converting. Cheeky little buggers!!

 

Running a competition is a great way to nurture and encourage stalled leads into action by appealing to their hard-wired competitive nature.

 

So if you haven’t run a competition yet, get in touch with us at Peazie! On your marks, get set, GO!

 

customer

What Does Your Audience Actually Want?

As marketers, we can often spend days, weeks or even months figuring out the specifics of our ideal customers. The belief is creating a perfect buyer persona will give us a deeper insight into behaviour. We use this to map a user journey, to predict audience actions, and ultimately lead us to campaign glory. For many of us, creating these personas provides the confidence boost we need to smash it with our campaigns.

 

Buyer personas are a crucial part of a pre-campaign game, that goes without saying. But it’s surprising how many of us act on personas before validating them. So many have failed to understand the most crucial element: what our audiences actually want. The weeks of planning and assumptions are undone by simply not taking the time to fact check!

 

If you try to action your campaign based on a fictional representation of an audience, chances are you’re not going to succeed. Sure, you might get lucky, but you’re probably more likely to win the lotto! Figuring out what your audience wants needn’t be difficult. The truth is, acting on assumption can damage your campaign, and just isn’t worth the risk. So here are 3 super easy ways you can find out what your audience actually wants.

 

  1. Engage in conversations: What they want you to know

 

There’s a reason ad agencies of old relied on focus groups. Because being able to talk 1 on 1 with your target demographic is the most simple and effective way to validate your assumptions.

 

If venturing away from the comfort of your office seems too much like hard work, fear not. With everything being so focused on social media, you can avoid the hassle of having to corner a group of people or stick them in an enclosed environment to prize their untainted opinions. Social media gives you access to billions of real people, with more opinions than you can imagine – or even want to imagine!

 

So find out where your audience is having conversations and join them. Show that you value their opinion, and keep in mind, people will only tell you what they want you to know.

 

Side note: Engaging in general conversation with your audience is also a great way to boost engagement and brand trust. You’re welcome!

 

  1. Observe them on social: What they want you to think

 

Social channels also offer a very public window into the aspirations of your audience. When you’ve identified where they are, take a look at what they are posting to their social media channels.

 

Look at the hashtags they use and who they engage with. Look at the type of content they post, repost, and share. Look at what gets them fired up, and commenting, and what the tone of their comments is.

 

Remember that what people share to their social media channels is reflective of the person they want people to see. It might not necessarily reflect who they are.

 

  1. Look at the data: Actions speak louder than words

 

Data doesn’t lie – but it is misinterpreted a lot of the time! With modern tracking data, you can see how your audience behaves, at a glance. This, in turn, can help highlight what they actually want to consume based on their actions. Be they conscious, or subconscious.

 

If you delve deep into the data, you can understand where your most engaged audience comes from, and what engages them most. You can see how they act and interact with your landing pages. Where they click, where they convert, and where they bounce.

 

Most importantly, you can use all this data, alongside a well structured A/B test to optimise your campaigns.

 

So follow these steps to better understand who your customers are and what they really want! It will make the world of difference. Good luck out there!

 

4 Evergreen Tips - Tips & Ideas

Digital Marketing – Our Top Tips

The digital marketing landscape is constantly evolving. So much so, it often feels like as soon as you start making progress with one area, a new one shows up.

So if you’ve ever felt pressured and stressed by the sheer speed that Digital Marketing changes, don’t worry, you’re not alone. In fact according to AdWeek, 80% of us feel like we’re “Overloaded and Understaffed” – though that same number also love their work! We’re a strange breed after all!

Although the landscape is unstable, focusing on a few key areas can help you find your way through, and make the digital marketing world a lot easier to deal with. Here are our top 4 top tips to guide you through the digital marketing landscape.

 

1. Be authentic

 

We seem to spend a lot of time talking about the importance of authenticity when it comes to branding and marketing, though many brands and small businesses seem to have this notion that ‘authenticity’ and having a voice only applies to individuals. It doesn’t. Particularly in today’s marketing landscape.

People buy from real people. As a brand, being real and authentic is as simple as having a voice, having an opinion, and acting in ways people expect your brand to act. In ways that align with, and reinforce your brand purpose, vision and values.

 

2. Value > Promo

 

Believe it or not, nobody likes being ‘sold’ to. In fact, according to Michael Brenner, CEO, Marketing Insider Group and Author of The Content Formula,“Straight promotional content simply doesn’t work. We ignore it and have become amazing filters of any content that is trying to sell us something.”

Offering valuable, actionable advice and tailored promotional content not only helps build trust in your brand, but it also positions you as a thought leader in your space.

 

3. Engage to boost engagement

 

Interactions and engagement are some of the most commonly tracked KPIs in digital marketing, covering everything from engagement on social media, or comments on blog posts, to message and email replies.

If you struggle to drive engagement through digital marketing, try engaging with your fans and followers. Share, like and comment on their posts. Add your voice and opinion and be present in their conversations. Nothing drives engagement like engagement!

 

4. Engage and reward communities

 

Arguably the most important aspect of modern digital marketing is community engagement. It doesn’t matter how amazing your product is, without an engaged community you are doomed to failure.

One of the biggest failures when it comes to community engagement boils down to simple recognition. Engage with your active community, reward the ambassadors and active members, and recognise the energy they place into your brand.