Setting Expectations

Your client paid some good money to add an online Promotional Giveaway as part of their splashy, new campaign. Setting clear and reasonable expectations with the client will help you get credit when things go well and will provide added context when it comes time to measure your results.

Objectives – Setting out clear objectives ahead of time will allow you to choose the combination of features to add to your promotion. If the objective is simply to gather emails you will use a different set of features than if the objective is to deliver coupons that drive traffic to a store or a website. Define these objectives ahead of time and use them to determine how the promotion will work. Be sure to share these objectives with the client, so that they will give context to the results.

Activation – Now there is a big topic! Regarding expectations, tell your client that activation is directly related to the success of every promotion. One way or another prospects need to know about your promotion or it won’t get any traffic. “If a tree falls in a forest…” and all that. There are many ways to activate a successful promotion from in-store signage to Social Media, traditional ads to email blasts. You may even consider adding a viral component to enhance your activation strategy. Bottom line: more activation equals more success.

Hoops – Typically, the more difficult you make it to enter (i.e., the more hoops you make a user jump through), the less entries you’ll receive. For example too many field in the entry form can turn users away. Seems obvious, but pointing this out for a client ahead of time, might allow the promotion to gather more entries.

Adding Coupons To Your Promo

There are various ways of incorporating coupons into your next online promotion. First, coupons can be a great “thanks for playing” incentive – you can send an email to everyone who enters with a percentage off coupon.

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Gift With Purchase

We ran across so many people that wanted to do this that we built it right into our platform!  It’s not a sweepstakes or a contest, but it is a promotion and a very effective one. 

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The Power of Repeating

Most people we asked that question said either Publisher’s Clearinghouse or McDonalds Monopoly. Why do you think that is? Well, for one thing … television! But really, it’s because those promotions have been repeated for years.

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Content Delivery

As you’re running a promotion to give away some cool prizes, why not give everyone who plays some cool digital content? Sometimes this content can be the product itself. We recently did a very successful promotion with Shake It Up!

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Responsive vs Adaptive

Responsive? Adaptive? What are you crazy geeks talking about?
There is a method in website design and development called “Responsive Design”. What this means is that the content will shrink down in a clean way to fit on a phone. This works great most of the time. However, there is another method called “Adaptive Design”.

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The Importance of Activation

If a tree falls in the forest and no one is there to hear it… Well, if a promotion lands on the internet and no one is told it is there, then it most certainly won’t make a sound. We in the industry call this “activation”, and it simply means getting the word out about a promotion.

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