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.
In fact, the recent HBO documentary McMillions said that the first year they ran the Monopoly promotion it increased McDonald’s sales by FORTY PERCENT!
If it Ain’t Broke… – The very best reason to repeat a promotion is because it’s working. Find a way to measure the promotion against your goals in a concrete way, such as emails collected, ROI, etc. and if the promotion moves the needle then do it again.
Recognition – Once your audience latches onto a fun promotion that they’ve seen from you before, they will look out for it in the future. Not only that, your audience members who did not play, when they see it again and again, might start to say: “What’s the deal with this promotion?” and give it a try. Monopoly and Publisher’s Clearinghouse are repeated so often that they have become iconic.
Ease of Production – Another big advantage is that promotions that repeat are easier to produce as many things that are in place, such as activation materials, might be reused. That said, it’s good to refresh the theme or the look and feel with each iteration just to keep things fresh, and adding new twists (yes, our platform has plenty of those) can also keep your audience engaged.
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.
Typically, the Instant Win game is paired with a Grand Prize Drawing, although that is not required. The entrant enters their vitals, email, first, last, etc., and then they have a page with a wheel, match cards or a slot machine. They then spin the wheel, flip the cards, or spin the reels and they win or lose.
Match 2, Match 3 … Under each card is another chance to promote your brand!
Mistakes are part of life, and none of us are perfect. Now that we have that out of the way, over the years we’ve learned (sometimes the hard way) about some things to watch out for as you execute your next online promo.
In any promotion with a drawing, RSP’s engine can integrate a “Pick Your Prize” module. Before the entrant fills out their entry form, they are asked to choose which prize they would like to win in the drawing at the end of the promotion.
At its core, marketing is about educating customers and potential customers about a brand and products. People need to understand what your client’s company is all about before they can fall in love with it.
Ready, Set... Promo! | PO Box 230850, Las Vegas, NV 89105
© 2023 Ready, Set... Promo!