Nothing Beats a Contest
It’s hard work, requires excellent planning and execution, but the results show sweepstakes/contests are worth it – particularly at point of sale. Some marketers understand the power of contests.
We’ve discovered that a well-conceived and well-executed consumer focused contest/sweepstakes campaign can be an unbeatable promotional tool. When you think about it, the Maxmillions and Lotto 649 lotteries are a form of sweepstakes. Despite the low odds of winning, millions of consumers lay down their cash for some tickets every week.
The consumer’s willingness to participate though does depend on their perception of value. Even if the brand is trusted, the contest must be promoted in a way that suggests good value to the consumer.
Why Consumers Love Contests
Consumers love contests/sweepstakes for a variety of reasons.
- Something for nothing – no effort on their part and they might win big
- Suspense — of thinking they’ll win
- Instant gratification – they might win instantly
- Self-esteem/optimism – the thought of winning makes them feel good
- Self-indulgence – not something they would normally do
The boys/mens deodorant maker Axe has an innovative 2013 sweepstakes running where they’re giving one person a chance to fly into space. They’re putting a big commitment into this one. They call it the AXE Apollo Space Academy. Young men are the targeted consumer and how many of them wouldn’t love the chance to get astronaut training then fly up into space? That’s something to tell their buddies about!
AXE doesn’t call it a contest. Instead, it’s a global competition to appeal further to the young male audience. You can read more on their website.
“The AXE Apollo launch is the biggest and most ambitious in the AXE brand’s 30-year history,” AXE’s global vice president Tomas Marcenaro said. “For the first time, we’re simultaneously launching one global competition in over 60 countries offering millions of people the opportunity to win the most epic prize on Earth. A trip to space — yes, actual space.”
And Axe knows how to promote these themes on TV or via Youtube. It is fuel for a viral explosion on Facebook and blogs. Success is there for the taking and the Axe people know.
Spin U Win
Ravenshoe Group has run a very successful sweepstakes campaign for Pfizer. Spin U Win has generated outstanding sales and brand awareness results for many consecutive years. The contest is seen on specially marked point of sale displays in major retail stores including WalMart and Shoppers Drug Mart.
The ROI from the contests are spectacular and deliver an endless array of marketing benefits. Your packaging copywriting will be a key way to communicate those benefits meaningfully to your target customers.
Consumers are looking for value even in contests. Spin U Win’s value proposition makes everyone a winner. The free coupon code book offers substantial value in savings on Pfizer products used by millions of consumers.
Top 6 Reasons to Use Consumer Contests
- Stimulate trial purchase
- Boost sales volume
- Brand exposure
- Collect email addresses
- Viral capabilities
- Dedicated web site
Consumer contests really do work, however consumers expect value and consciously assess the value before they give up any personal info and email addresses. People like to win something for nothing and they enjoy the suspense of the draw.
The key end benefit you’ll get from a sweepstakes/contest is a sales boost (particular at point of sale), brand-awareness boost, and much improved customer profiles. The online contest is even better since the consumer provides the data. Costs are minimized and consumers find it very easy to enter a code and their personal information.
Need help with your Walmart retail strategy? Why not contact us and discuss everything from your products to your packaging to your copacking and distribution. They’re all intimately linked today.
Talk to us about your POP display strategy and whether contests might be the right choice for you. Are you ready for QR codes on your packaging? And how about NFC to add interactive digital promotion at POP.