But as soon as your Campaign is over, many of the people who followed you and entered may unfollow or unsubscribe. Based on these initial numbers, it looks like the Campaign is a success. ![]() Selecting a big prize that sounds trendy or valuable, such as an iPad or cash, may mean that you’ll get a lot of entries and followers. Consider making your service the prize.Īccording to ShortStack CEO Jim Belosic, “The prize you choose has to fulfill two roles: It must attract your target audience and it must showcase your product or service. The goal is to draw people to your brand who may actually buy your products or services, so you want to attract people who are interested in your services. It’s important to prioritize quality over quantity when it comes to entries. Best Practice #1: Pick a prize relevant to your brand We identified successful Campaigns by brands including Camp Chef, Tootsie Pops, Star Fine Foods, Mountain View Grand Resort & Spa, and Great Lakes, and studied their Campaigns to see how their prizes fit into their strategy. More than 4 million Campaigns have been created with ShortStack, and many of those Campaigns were promotions that included a prize. We refer to anything made with ShortStack as a “Campaign” this term is all-encompassing for contests, giveaways, promotions and landing pages created with ShortStack. ShortStack was one of the first companies to see potential in Facebook as a place to host tabs, contests and landing pages. ShortStack is a software as a service (SaaS) platform that gives users the tools to develop marketing Campaigns. For the past four years, we’ve tracked notable Campaigns from small and large brands alike, and we’ve identified several best practices for integrating prizes into a marketing strategy. To determine which prizes work best, we’ve been conducting an ongoing study about what types of prizes motivate the most participation and engagement in ShortStack Campaigns. This drives many social media marketing efforts, including crowdfunding, in which those who contribute receive something in return besides the product to which they’ve contributed. Using a prize in a giveaway, contest or sweepstakes motivates people to participate. These days, the purpose of running a giveaway is threefold: to create awareness of your brand to generate engagement among your target audience and to gather leads that have a high chance of converting. Merchants in medieval Italy were the first to employ prize drawings as a sales promotion. All members of society participated in giveaways during holidays or times of celebration. ![]() ![]() Originally, a sweepstakes or a raffle was intended to engage communities and rally people together for a common cause. In The History of Sweepstakes, authors Lawrence Curtin and Karen Bernardo explore the fascinating culture of sweepstakes, which dates back to ancient times. A prize is a vital component of a successful sweepstakes, but there’s not a one-size-fits-all approach. And over time, strategies of what prizes work best have evolved. If you’ve created a giveaway or contests for marketing purposes, you’re part of a long tradition of “prize marketing,” which uses the incentive of a prize to reward people who participate in a sweepstakes, giveaway or contest. Download our new guide, The Elements of a Prize: How to Use Prizes and Rewards in Successful Promotions, or read it below!
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