The Three New Rules Of Effective Online Promotions

[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],It’s about getting people to do one thing when you really want them to do something else. People are wary of that, so you also have to give them prizes. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Start out with the most basic question: What’s more important to you – volume or content? Sweepstakes = volume Contest = content © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],There’s a basic equilibrium underlying all promotions. Volume of Entries Quality of Content Instant-Win Sweeps Enter-to-Win Sweeps Text-Only Contest Video/Photo Contest Completely Unscientific and Reductive but Still Reliable Scatterplot of Volume vs. Content Considerations in Various Promotion Types © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],At the risk of being even more reductive, it all comes down to the entry form. The number and type of fields is a very good predictor of volume of responses. Better response rate. Poorer response rate. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The instant-win sweeps Business goals: traffic volume, opt-in volume Ideal for generating volume in a compressed time period. Generally higher administrative burden due to higher fraud risk and daily management. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The enter-to-win sweeps Business goals: traffic volume, opt-in volume Easiest to execute and administer. Generally lower volume than instant-win. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],User-generated content contest – text only Business goals: Brand interaction, useable content, loyalty building Richer interactions, highly participatory, but generally lower volume © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],User-generated content contest – video/photo Business goals: Brand interaction, useable content, loyalty building Richest interactions, but significantly lower volume than all other methods © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Most sweeps/contest entries occur during work hours. Therefore, asking participants for anything that’s not accessible at work will turn most of them away. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Equilibrium applies to the prize pool too. In general, a few big prizes won’t perform as well as many small ones. Vacation in the Alps 50 pairs of hiking boots © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The brand impact varies by promotion type, but every promotion is a brand interaction. For better… Or for worse. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Even a simple sweeps is an opportunity to reinforce the brand by making the theme relevant and the interaction meaningful. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],UGC contests are the very best brand interactions you can have with your customers. What could be better than turning your brand evangelists into content producers? © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],But that’s also where most UGC contests fall short. Another rule of thumb: if you ask for content, use the content. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The most obvious way to make a promotion more sociable is to allow users to share and rate content. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The limitation: your promo site isn’t actually a social network. Most users will enter the contest then exit the site like a house on fire. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],The alternative: run the promo on a social network site, where rating and sharing is what it’s all about. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Another major advantage to running contests on the social networks: you’re allowing users to enter content they’ve already created. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],More entries for less development cost… What’s the downside? © 2009 White Horse Productions, Inc. Content may not be reused without permission. Traffic diversion away from your Web site.

[object Object],[object Object],No matter where the promo takes place, if you’re not seeding it, you’re missing most of your potential traffic. This includes vertical content forums… © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],… and contest/sweepstakes aggregators. Yes, they have names like MrFreeFree. But they do work. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Demand economy of scale from multiple promotions: develop and own logic that can be reskinned and reused. Same engine and interface, entirely different promos © 2009 White Horse Productions, Inc. Content may not be reused without permission.

The Three New Rules Of Effective Online Promotions

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de White Horse

Mais de White Horse (12)

Último

Último (20)

The Three New Rules Of Effective Online Promotions