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| August 25, 2011

Striking it Rich on the Web

A contributed article from SCA Founder and President, Bob Hamman

As the days and months go by, it is becoming increasingly difficult to stand out from the multitude of online advertisers, all of which are competing for the time and attention of your potential customers. But drawing attention to your corporate site and social media page doesn’t require a million-dollar advertising budget or saturation of the airwaves. Rather than pin your hopes on advertising messages, why not draw users to your sites with an exciting promotional contest?

Online promotions include contingent prize contests, games and sweepstakes. These can take a number of forms, such as simple passphrase entry, PIN-based number match contests, or even custom Flash-based instant win games.  All can be integrated into your Web site and/or social media sites. Virtually any marketing theme or brand can be enhanced with an online promotion. For example, sports-related sites can benefit from a prediction game related to the outcome of an upcoming golf tournament or professional sports championship.  Consumer Packaged Goods companies can increase sales and drive consumers to their site with an in-pack or on-pack PIN (personal identification number) contest, and social media pages can gain attention through promotions requiring users to like or follow the particular page in order to receive information on how to participate.

Companies have been known to spend as much as 70% of their Internet marketing budgets on promotional endeavors.  So why are Web marketing executives directing resources toward promotions?  It’s simple; they are incredibly popular and effective. According to ComScore research, approximately 42.5 million people enter online sweepstakes every year with contests and games being the most popular brand tactic used to grow followers and fans on social media sites.  Jupiter Research found companies that run contests on a social media platform have twice as many fans as companies that don’t.

Not only are promotions popular, but they accomplish more marketing objectives than alternatives. In the past, the number of page views for a Web site determined whether it was successful.  But now, Web site savvy is also measured by the amount of time users spend on a site, called stickiness, as well as return visits and the ability to capture customer information.

Online promotions do more than simply drive traffic to your sites. On Web pages featuring promotions, users spend time entering a contest or playing a game, which vastly increases stickiness. Promotions also encourage users to register with the site, create branding and product awareness, entice prospective customers with a call-to-action, and reward existing customers. Web sites that utilize promotions can accomplish, what for many is a primary Web objective, to create an opt-in customer-marketing database. A Jupiter Research Consumer Survey found that 82% of online consumers were willing to provide various forms of personal information to online retailers in exchange for a chance to win as little as $100 in a sweepstakes.

Promotions achieve all of these goals, resulting in stronger customer relationships. This makes the Web sites on which they reside more popular with site owners, users and advertisers.

SCA Promotions can provide all or part of the services needed to create and implement your promotion. We will work with you, or your agency.  SCA has developed proven products sure to draw potential customers’ attention. And since we are experienced in online and social media promotions, we can develop and field new or customized products in a short time frame.


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