Consumer promotions - what makes them tick?

Incentives

Incentives are a great way to encourage customers to take action. Perhaps you'd like to introduce new products or services, or you may want to use an incentive in conjunction with your existing offerings. For example, you could offer a free gift with purchase, cashback or a money-back guarantee. 

Competitions

When it comes to running a competition, your brand should aim to stand out. The key is making sure you have the right prizes - that's where we can help. With over 30 years' experience creating the perfect prize solutions, we know what will work for you, and your brand.

Using a prize draw as a way of expressing your brand's personality - especially through a bespoke microsite - and getting customers involved with your business helps build brand awareness. Sales are boosted through new customers participating in the promotion and these people then become familiar with your products and services. Win, win!

Audience engagement

One of the most important aspects of a consumer promotion is audience engagement. It's all about providing customers with an opportunity to interact with your brand in a fun, meaningful way.

Here are some examples:

• Consumers submit photos for their chance to win prizes. The pictures could be of themselves or their pets dressed up in costumes, having fun at theme parks, hiking trails - you name it!
• Another option is hosting a photo contest on social media where participants share photos taken during a trip or holiday they've taken as a family unit. Here's where you can get really creative. You could ask them to include specific hashtags in their posts e.g. #FamilyFun, or offer bonus points if they share links back to your website/social media pages within their captions or comments section.
• A simple unique code on-pack can encourage consumers to purchase your item over a competitor's - all they need to do is head online to a dedicated microsite, pop in their unique code and they're in the draw! 

The 'WOW' factor

The 'WOW' factor is about creating a feeling of excitment for the customer. This can be achieved by offering a prize that is highly desirable, such as a once-in-a-lifetime holiday, or by providing an experience that is unique or memorable. You can also use the 'WOW' factor to create a sense of urgency, which helps increase sales. 

Viral potential

Viral potential is a great way to reach a large audience. The key is to have your message spread by people who are interested in passing it on. To achieve this you need something that people want to share. A great way to do this is through social media; if you create an engaging video, for example, people will share it with their friends and family because they think it's fun. Viral marketing is also a good way to create a buzz around your brand. If you have a product that consumers love and want more of, you can use this kind of marketing technique to build excitment about the launch of new flavours or packaging designs.

Choosing the best consumer promotion can be difficult due to the many different types of options available. Thinking about your goals and the type of customer you are trying to attract will help narrow down which route you should follow.

To plan your consumer promotion, you need to consider your goals and the type of customer you are trying to attract.

• The first thing to decide is what kind of promotion do you want? Will it be a competition? A free item? Will there be an incentive for people who share their experience on social media? There are many different options available! 
• Once you've made a decision on this, think about the kind of customer that would benefit from the promotion. For example, if your goal is to increase brand awareness through word-of-mouth advertising, then offering an incentive for sharing on social media may be best because people are more motivated to post when there's something in it for them (such as getting something for free).

Conclusion

Once you've decided on your goals, the next step is to choose the type of promotion that will help you achieve them. Remember that there is no one-size-fits-all solution when it comes to choosing the right campaign, so get in touch with us today to discuss your options in detail and find out how we can help!

Active are experts in designing promotions to suit your business. We'll work with you to find the best solution to fit your budget and the goals of your campaign.