All posts in “Prize”

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The 6 Step Guide to Devising Your Promotion: PART 2

Welcome to our Part 2 of our ‘6 Step Guide to Devising Your Promotion’. In our previous article, we discussed the first three steps that included (1) campaign objectives, (2) campaign dates, and (3) incentives, now let’s get right into by discussing the next three steps. By the end of this article you will be well on your way to devising your own perfect promotion.

 

Step 4. Mechanics

The mechanic is the method that you will use to allow consumers to enter your promotion. There are dozens, if not hundreds of mechanics you could use. Some classic promotion mechanics that you may have seen both from online promotions as well as in-store include ‘Enter to Wins’ or ‘Instant Wins’.

 

When choosing what mechanic to select for your promotion make sure to choose one that aligns with the marketing objective you are trying to achieve, for example:

  • Database Growth Mechanics: The objective here is to get the user’s details such as name and email into your database. There is a broad range of mechanics that could work with this objective as most promotions require the consumer to enter their details, just make sure the incentive is motivating enough.
  • Brand Engagement Mechanics: One of the most popular ways to create brand engagement is on social media. Therefore mechanics such as a ‘#hashtag upload’ or an ‘image upload’ promotion are perfect for this. Peazie’s ‘canvas tool mechanics’ that allow for interactive promotions are great for this as well.
  • Sales Mechanics: When trying to push someone in-store a good type of mechanic to use is some type of ‘digital coupon’ mechanic. It should offer some type of free trial or discount and should be able to be tracked so you can assign attribution.

 

Step 5. Campaign Design and Creative

Once you have planned all the objectives and elements of your promotion it is now time to design it. When designing your promotion it’s imperative that you use a good graphic designer. Having great visual elements that are on par with your brand makes all the difference when grabbing the attention of the consumer.

          

While the campaign visuals are extremely important the magic is in the copy. Make sure your promotion clearly communicates the following to the consumer:

  • WIIFI – What’s In It For Me? (The Incentive)
  • Who is the brand giving this prize away (Your Company)
  • How to enter the promotion (The Mechanic)

The more clearly you communicate the above 3 points the higher your conversions will be.

 

Step 6. Promotion Traffic

Everybody has heard the saying ‘build it and they will come’. Well, that’s not true in the online world. Once you build your promotion, you must send traffic to it or else no one will know about it. There are many different options to chose from when deciding the best way to send traffic to your promotion, here are some of the most effective ways:                         

  • Social: Do you have a large social following on Facebook? How about Instagram? Spread the word through your social channels.
  • Paid Social: Social is great, but engagement can sometimes be low. However using paid social options, especially Facebook Advertising provides plenty of opportunities to advertise to a highly targeted audience.
  • EDM: Do you have an existing database or email list? Then emailing your existing contacts about your promotion is a great way to target interested consumers.
  • Influencer Marketing: The appears to be the new buzz word at the moment, however, it can produce great results (especially if you’re targeting a younger demographic). Getting an ‘influencer’ to spread the word with their followers to enter your promotion can result in huge traffic to your campaign (Keep in mind usually you might need to find a way to incentivise an influencer to do this for you).
  • Partnerships: This is one of our favourites here at Peazie. Find a partner company that has a similar demographic and do a joint promotion together. This enables you to share the costs and leverage each other’s audience.
  • Traditional: Depending on the budget you have you could benefit from using traditional forms of advertising such as radio and billboards. This works best if your promotion has mass appeal.

 

Final Notes

Well there you have it, the 6 steps to devise a successful promotion campaign. Implement these right and you will be well on your way to achieving your marketing objectives.

 

Of course there is a lot more that goes in devising a promotion, such as the legal and permits side. Also knowing how to select the right mechanic and incentive is a science in itself. That’s the whole reason why Peazie created a custom platform to run its promotions through. Apart from being able to dramatically increase the time it takes to implement a campaign, we now have a database of thousands of campaigns where every element of the promotion has been tracked. We built a tool to query the campaign data to inform us of what types of mechanics, incentives and other elements to use to design the perfect promotion no matter what the marketing objective and situation may be.

 

We hope you found the tips in this blog to be helpful. If you need help to create you own highly successful promotion make sure to get in touch.

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The 6 Step Guide to Devising Your Promotion: PART 1

If you have read any of Peazie’s latest blogs you would definitely be starting to understand the huge benefits of running promotion campaigns, and how they can be one of the most effective ways for any organisation to achieve their high-level marketing objectives. For all the converts out there who do understand the power of promotions but are just a little lost in how to get started this blog is dedicated to you. We present the 6 step guide to devising a successful promotion (Part 1).

 

Step 1. Campaign Objectives

A promotion, like any good marketing campaign, starts with understanding your objectives. What is your business trying to achieve from doing a promotion? Here are some typical marketing objectives to help you decide:

  • Database Acquisition: Building your ‘owned’ audience is one of the smartest and high leverage activities a company can do. It gives you access to a list of subscribers who you know are interested in your business as they voluntarily opted into receiving messages from you.
  • Brand Engagement: In today’s media landscape getting consumers to engage with your brand is harder than ever. If your brand engagement is at an all-time low the right promotion could re-ignite that emotional attachment you want your customers to have with your brand.
  • Online and Offline Sales: Sales is usually one of the most important objectives for any organisation because at the end of the day this is what drives profits. Promotions can be effective for both online and offline sales.

 

Step 2. Campaign Dates

Choosing a date for your promotion may seem obvious, however carefully planning when all the major milestones will be for each stage of the promotion is extremely important to setting clear timelines for you (and your team), as well as making sure the promotion runs smoothly.

 

Important dates to set in advance to create your timeline include:

  • Start Date
  • End Date
  • Prize Draw Dates

 

Depending on what your marketing objective is your promotion may need to coincide with a certain holiday period, special event, or maybe a product launch, therefore make sure to take this into consideration when planning your promotion timeline dates.

 

Step 3. Incentives (Prizes)

Without the right incentive consumers will not be motivated enough to enter your promotion. Remember it’s a value exchange between what you want (eg. an email address for your database) and what the consumer wants (e.g. a prize). Here are some considerations to keeping in mind when deciding your promotion incentives:

  • What is your major prize going to be? Every promotion needs a prize that is highly relevant and compelling to your target audience. The prize should also align to your overall brand offering. For example, if your audience is ‘youth-oriented music fans’ the perfect prize could be ‘2 tickets to an exclusive music festival’.
  • What are your minor prizes? Minor prizes aren’t something that everyone decides to add to their promotion, but most times it’s something they should be doing. Everyone loves a great major prize, but what else everyone loves is the feeling they have a high chance to win something. How do you achieve this? Supplement your major prize with multiple minor prizes, giving users a higher chance to win. Perfect prizes could include giveaways of your product or service.
  • Prize Distribution? This one goes back to campaign planning. Make sure you decide in advance how you are going to distribute your prizes (eg. Post, Email). Organising distribution in advance ensures happy consumers as everyone gets their prizes in a timely manner.

 

Well there you have it, Part 1 of our ‘6 Step Guide to Devising Your Promotion’. We look forward to seeing you next time next time where we will go through the final three steps.

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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.

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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.

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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.

 

Source of Strength.

4 Ways to Supercharge your Startup Marketing

For startups, finding budget friendly ways to supercharge your marketing strategy is crucial. Very few startups have the luxury of a big budget, and navigating the minefield of marketing buzzwords can lead to a whole lot of wastage, and very little ROI.

To point you in the right direction, here are 4 ideas to help supercharge your startup marketing.

 

1. Create regular, useful content to help, not sell.

Content marketing is one of the most consistently misunderstood elements of a marketing strategy. Traditional sales techniques and ideologies suggest any “content” should show off the best features of the company, the product, and the brand. But in this day and age, that’s simply not effective anymore. In a world where a quick Google can give you pages and pages of data on an individual, it’s more important than ever to cut through the sales talk and aim to help prospects and readers.

To find effective and impactful content, you need not hire a copywriter or professional writer. Instead, use the knowledge and expertise of your existing team to develop content that matters to your customers, and can position your team members as experts within the industry.

 

2. Use video to engage customers and leads

Video is one of the most versatile ways to engage with your customers and leads. The great news is, video has never been more accessible than it is right now. Whether it’s posting regular vlogs on YouTube, Stories on Snapchat and Instagram, or live streaming a Q&A, exploring video platforms is a great way to both engage your existing community and provide value to others.

 

3. Use competitions to drive awareness and build your database

When it comes to generating leads, and increasing brand awareness, few ways are as effective as giveaways, promotions, and competitions. Historically, if you wanted to build a database it would have cost you the earth, and taken a whole lot of manpower. The good news for startup marketers is those days are behind us, and with promotions and competitions, it’s now easier than ever to collect data and drive leads in your marketing funnel.

For us here at Peazie using competitions and promotions are some of our favourite techniques. We have used our platform to power thousands of successful promotional campaigns, helping companies across Australia to reach their database growth, lead generation and sales goals.

 

4. Be part of the conversation

One of the most effective and valuable marketing strategies to drive both brand awareness and trust is to engage in real conversations with prospects, leads, and customers.

Whether it’s commenting on customer’s blog posts or engaging in a discussion around one of your expert topics, your goal should be to have valuable conversations with the individuals who ultimately make up your community. There is no hard and fast rule here, and no secret to success. Simply be authentic, be yourself and genuinely want to have a two-sided conversation.

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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!