Sales promotional techniques motivate an immediate response. Here are 5 examples of “Enter To Win” response generators that meet an immediate objective.

1. Stimulate Immediate Purchase Action

Kool-Aid teamed up with Wal-mart to push summer sales with their Prize Vault Instant Win Sweepstakes. The grand prize of  a $5,000 shopping spree was promoted at the store level along with a prize pyramid of 8,000 prizes in all.

The $5000 prize gets attention as buyers forget about other brands in the aisle

The $5000 prize gets attention as buyers forget about other brands in the aisle

To make it fun, consumers had to enter via a text message along with an attached photo of their Wal-Mart receipt, showing their Kool-Aid purchase. While it may seem complicated, involving the consumer at several points-of-connection gets them invested in the product, while having fun.

Kraft Foods knows the benefits of retail level on-pack, or point-of-sale ‘enter to win sweepstakes’. Differentiate your brand as consumers compare products in the same category. All consciousness of a competitors’ brand campaign is temporally lost as the consumer focuses on your prize. Involve the consumer in many ways by making it fun, rewarding and appealing to the target.

2. Magnify Your Brand’s Distinctive Attribute

There are two sides to a Twix candy bar.

A vote for cookie or chocolate builds awareness for a unique brand attribute

A vote for cookie or chocolate builds awareness for a unique brand attribute

Apparently one side is cookie and the other side is chocolate. Who knew, I always enjoyed the total Twix experience. Since they launched the ‘Twix Brand Pick A Side Game & Sweepstakes’ I now know what sets the candy bar apart form all others. With a Grand Prize of $100,00 and 400,000 other prizes consumers are more aware of the unique bi-flavor attribute that makes the crunchy confection so desirable.

The Twix campaign also encourages text message entrees to involve their target using a medium that they use most. This is a simple example, but a very effective one. Consider it if you have a specific attribute that sets you apart for competitors.

 

3. Build Awareness Among a Specific Audience

There are lot’s of advertising and promotional messages bombarding people, and it’s hard to break through. Especially if your audience is not one that typically responds to sales promotions.

Appeal to a hard to reach segment with a very appealing prize

Appeal to a hard to reach segment with a very appealing prize

Consider the break-through promotion launched by Chip Foose Automobile Design and American Muscle, an after market retailer of late model Ford Mustang parts. The Grand Prize of an 800 HP 2015 Mustang designed by the legendary designer targeted Mustang enthusiasts, mostly men, and promoted the annual American Muscle Car Show. Combining a world-class designer, a brand that has an exclusive following and a unique prize meets many awareness objectives. For Ford, Foose and the American Muscle brands, the promotion piqued the interest of a typically unresponsive segment. Go the extra mile with unique prizes and unconventional partnerships to build an immediate emotional connection like they did. You will get noticed!

4. Create Repeat Visits To Your Website

I want to win that house that is given away in the HGTV Sweepstakes. It doesn’t matter if it the Green Home, the Urban Oasis, the Blog Cabin or the other fantastic structures.

The repeat traffic generated by HGTV is worth the price of a new house

The repeat traffic generated by HGTV is worth the price of a new house

I  set-up daily reminders from the HGTV site and I have been known to go for weeks visiting the HGTV site daily to enter. Funny thing happens while I am entering. I happen to notice the side bar where I learn about installing a new patio, the latest in ceiling fans or some other home improvement that I didn’t know I needed. The sweepstakes prize is usually valued at $500,000 or more, but it’s worth the cost considering the traffic being generated. Its one thing to get someone’s attention, keeping it is a skill. If someone enters your promotion, make sure you keep in touch, often.

5. Build Subscriptions and Loyalty

Using sweepstakes this industry staple manages to grow in changing times

Using sweepstakes this industry staple manages to grow in changing times

Good Housekeeping Magazine has been a staple for many years, offering advice to predominantly a female audience on home, recipes, beauty and other issues. The magazine industry faced a fierce decline as the medium changed and a recession hit. Using an ongoing series of ‘enter to win’ sweepstakes, with prizes relevant to their audience, the publication has managed to grow their audience and thrive as it captures the attention of a new generation. Keeping your brand alive using a series of stimulating prize promotions builds awareness, trial and loyalty.

Kevin Danaher

Kevin’s career spans over 30 years where he worked for New York Sales Promotion and Advertising agencies such as Ventura Associates, and BBDO developing promotional campaigns for some of the world’s leading brands including VISA, General Electric, Kraft/General Foods, Fidelity Investments, and Chrysler. Read More