We've been wanting to design some promotions for a while now, and while the options and tools are plentiful, I'm surprised that there's not more cookie-cutter templates out there that have a proven track record. This survey from Easypromos does help us plan in the right direction, though!
Easypromos released results from their Digital Promotions Prize Survey which sheds light on the role of prizes in converting visitors to participants in a promotion such as a sweepstakes, photo contest, quiz or trivia contest, as well as the types of prizes which are best at driving consumer participation and engagement.
What these results prove is the importance of thinking ‘beyond the brand’ when choosing a prize. Carles Bonfill, co-founder and CEO of Easypromos
While many companies rush to offer their own branded merchandise or the latest tech gadget, the survey results indicate that this isn't always a safe bet. Convenience was a critical deciding factor in driving participation in a digital promotion, meaning it should not be difficult to obtain from the promoter or use, while the cost of a prize ranked low on importance. Only seven percent of consumers said a coupon would entice them to participate in a digital promotion.
Key Findings from the Survey
- Prizes do matter – Not surprisingly, 48% of consumers noted that the prize was the most important element in participation; with 45% stating it is a major deciding factor
- Brands are less important – 82% of respondents stated that liking the prize was more important than the brand of the prize, with only 18% stating the brand would drive participation
- Shared experiences win – 25% noted they would be more likely to engage in a promotion that awards prizes that can be shared with others, with 29% of respondents saying their preferred prizes were tickets and experiences like trips or dinners.
- Technology gadgets and other “just for me prizes” also popular – Technology gadgets were also high on the list with 17% of consumers listing them as the most compelling, with other prizes like health and beauty enticing 11% of respondents to participate in a promotion.
Easypromos is a leader in social media promotions offering a self-service, easy-to-use platform to create and manage digital campaigns seamlessly across any social media network or device. Launched in 2010, Easypromos has powered digital campaigns supporting contests, sweepstakes, quizzes, surveys, and more through simple, customizable solutions that are easily shareable for more than 250,000 promotions worldwide. Clients span 50 countries, with promotions running in 24 languages.
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