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| November 19, 2014

Digital Promotions and Your Business

The internet changed our lives, providing instant updates in nearly every subject matter available worldwide. Similarly, it also shaped the way companies offer promotions. Consumers crave the type of instant satisfaction that the internet can offer. And for savvy marketers, this is good news. Equipped with the proper tools and know-how, you can provide what the consumer wants, and in exchange, they will provide you with the information, traffic, or sales your promotion was created to generate.

Give the People What They Want

When it comes time to determine the prize that you will tie in to your digital promotion, take into consideration the people you’re targeting. If you’re targeting wealthy people in an upscale area, a prize of a new entry-level car, while still impressive, might not entice them to take action. On the other hand, don’t out-think yourself. If you’re targeting college students, the lure of free pizza can’t be underestimated. But of course, just like holiday gift giving, cash is king. A recent study by Launchfire found that 72% of respondents would prefer cold, hard cash.

Offer Rewards for Different Levels of Participation

For a variety of factors, sometimes people simply don’t want to enter a promotion. It may sound daunting or require too much effort. By introducing differing levels of participation (and matching rewards), your promotion can break down that process and allow people to participate at the level at which they are comfortable. This allows you to glean information from people who are just interested in winning prizes, while still allowing your super fans or loyal customers to be properly rewarded for their patronage. It may also entice the less-engaged audience to contribute more information for a chance to win big.

Turn Signups into Business

One of the most common goals of digital promotions is to open communication channels, typically by asking participants to provide demographic information before entry. The same research mentioned earlier found that 71% of respondents would opt in for communications if given an increased chance to win prizes. Once you have these channels open, be sure to engage and motivate further. Simply having a hefty email list isn’t enough – you have to convert those prospects into sales to be successful, and that requires following up and asking for that business. Track engagement and conversions to provide insight, and don’t be afraid to change strategies if new business isn’t being generated.

Boost Engagement with Games

It should come as no surprise that gaming is one of the most popular ways to get consumers to take action. Simply put, gamification is the use of games or gaming principles intended to drive a behavior. By the end of this year, more than 70% of the world’s largest 2,000 companies will have implemented gamification into their marketing, according to a study by Gartner. A study by M2 Research showed that gamification can lead to a 100% to 150% increase in consumer engagement with a brand or business. When Justin Boots sponsored MusicFest in Steamboat, CO, they used gamification to encourage attendees to provide demographic data and interact with the brand after the festival. Attendees registered to play a quick rodeo-themed game on a PrizePad™ that awarded boots and discounts off future purchases. The fun-factor led to Justin Boots seeing an amazing percentage of attendees using the coupon to make a purchase online. Gamification can provide marketers with the spark they need to encourage consumer involvement in their brands.

Digital promotions are the new age of marketing and lead generation. SCA Promotions can work with you or your agency to create the perfect platform of engagement for your specific customer base. Contact us today or browse our interactive section to start growing your business online.


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