Increase your Social Following with a Mobile Cross Channel Sweepstakes
Marketers typically employ promotions to spur demand during slow selling periods or create interest when launching a new product or service. As such, promotions can be recurring or seasonal in nature, as well as one-time events. The programs themselves often take the form of contests, like sweepstakes. What I’m about to suggest is that sweepstakes are the ideal tactic to develop and grow your base of social media followers. But not just any sweepstakes – a mobile cross channel sweepstakes.
Often difficult to administer with legal requirements that vary by state, sweepstakes promotions can also be time consuming to plan and execute, at the expense of seeking the best results. There’s a tendency for marketers to simplify the prize structure by offering a single or small group of high-value awards. That way, post-sweepstakes it’s very easy to notify and fulfill the winners.
That approach flies in the face of research and reported results showing that sweepstakes offering prizes to almost all entrants are among the most successful, with the highest participation rates. Obvious, right? No, because the most successful promotions offer many prizes of small value. Your budget doesn’t need to be larger, it just needs to be allocated a bit differently.
Everyone Loves a Winner
Consider this article from Promo Magazine, citing advantages of a many winners/small prize value sweepstakes:
- With a higher probability of winning, more consumers will participate; it’s simply human nature, even for prizes of small value.
- An opportunity to create a positive brand experience with more than a single or limited group of winners; by awarding many consumers and providing a positive fulfillment experience, you create a much stronger connection that influences purchase behavior.
- The economy is still in turmoil for many consumers; the opportunity to win something — anything — is often too enticing to pass up.
- Offering many prizes presents marketers the chance to “brand” them with logos, messages, URLs or other identifying information to connect prizes with the brand so that the award serves as a reminder that lives beyond the promotion.