Brand marketers have harnessed the power of this promotional tool for eons. Amazingly, the tool is no less effective now than it was decades ago. This enduringly successful wonder is known as a contest. Its message is beautifully simple -- enter and win, win, win! Doesn’t matter what the prize is. A jazzy new car, cutting edge computer, dream trip to the World Series, or ultra-chic workout garb. It all comes down to offering something valuable to prize-hungry shoppers. Which is a large chunk of the prospect pool. Very convenient for marketers.
Thanks to digital marketing, contests get instant and widespread exposure across multiple media channels. So, reach is rarely a problem. Still, it’s not as simple as dropping a prize-giveaway event into a brand website and waiting for the mad rush to your doorstep. As it turns out, promotional contests aren’t really effective unless properly crafted.
One of the primary steps to be taken by a contest craftsman is the identifying of ideal participants. Obviously, a brand marketer is targeting the most likely product buyers. Thus, going beyond basic demographic qualifiers is mandatory. Marketers will fall woefully short if all they know is a prospect’s age, education, place of residence, and the many other fundamental tidbits. Only when supplemented by shopping behavior insights does demographic data prove effective.
Unfortunately, many brand marketers go only half the distance, contenting themselves solely with a bundle of demographic data. The result? Contest catastrophe and frustration in the ranks. Don’t be a loser trying to reward winners. Conduct the necessary research and formulate an accurate picture of the shopper mindset. It’s by far the best way to keep their eyes on your prize.
Also beneficial to the contest crafter is connectivity between prize and product. The giveaway item and your brand ideally have something to do with each other. A travel service and all-expense paid Himalayan Ski Trip make a good match. Travel service and breakfast cutlery, not so much. Generally, you’ll lure more to door when relevance is established.
And while you’re planning the prize-giving event, don’t forget to perk up value with a little sweetener. For instance, an enticing phrase such as ‘limited edition’ rarely fails to tantalize and help launch what could be a spectacular triumph in the field of prize giveaways.
If you have questions or comments about contest marketing, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.