Maximise The Success Of Your Promotion
A successful promotion brings a wide range of tangible and intangible benefits to the company or brand associated with the promotion. Key tangible benefits include:
- increased sales
- brand switching
- building a database of customers.
Measuring the success of a promotion will depend on the campaign objectives. As a general rule, if consumers are happy and the promotion delivers a positive return on investment it will be seen as a success.
Dialect has over 13 years experience in running competitions for clients and runs over 5,000 integrated competitions annually. We have found the critical success factors in ensuring a successful promotion include:
- The prize
Make sure there are a number of prizes and that they have a wide-reaching appeal.
- Instant win AND major prize draw
Use both an instant win mechanic as well as a major prize draw at the end of the promotion to give people more than one chance of winning.
- Entry mechanic
Ensure consumers have more than one option for entering the competition. Entry via SMS is a good choice as users are rarely more than 2 metres away from their phone. Including IVR and web entry mechanics as well SMS will give your promotion a wider appeal.
- Ease of entry
Ensure entry to the prize is easy – making people complete complex or time-consuming activities to qualify to enter will deter people from participating.
- Consumer awareness
Use your media budget to promote your competition. With a wide-reaching appeal, increased awareness will equal increased participation and subsequently increased sales. Note also that on-pack promotions are invariably more successful than those promoted at point-of-sale alone.
- Use the promotion to learn about your customers
Consumers are usually happy to volunteer information for the chance to win something. Adhering to all necessary privacy information, this information can be used to communicate and create stickiness with your customers in the future.
