Hey there, contest enthusiasts! If you're involved in running national or Quebec-based contest...
Brands often believe that offering any enticing prize will automatically attract a flood of contest entries. Even when investing in high-value prizes, some contests fail to achieve the desired entry rates.
At WILY, we collaborate with large brands and agencies running multiple contests concurrently. It's not uncommon for healthy competition to arise as the marketing teams compare which contest is performing better.
Recently, a team member from a major retailer approached us with a puzzling question:
Let's delve into this scenario and uncover the key factors at play.
In this example, the contest offers a chance to win a meet and greet with someone famous, let's say, Prince Harry – an undeniably appealing prize. However, there is a critical issue:
There's only one grand prize.
Can you run a contest with just one grand prize?
Technically, yes. However, launching a contest with a single grand prize and a one-time entry form without engaging participants along the way is unwise. Even if the prize is extraordinary, participants desire more than mere radio silence after submitting their entry forms. In contests spanning 6-12 months with a solitary grand prize, participants may perceive their odds of winning as too slim to be worthwhile. Neglecting participant engagement is a surefire way to yield low entry rates.
To prevent your contest from falling victim to the "I probably won't win" syndrome, consider these four data security-conscious tips to captivate consumers and boost contest entries:
1. Implement Instant Prizing with Data Security Measures
Instant prizing provides participants with an immediate sense of reward and satisfaction when engaging with your contest. Even a modest $5 voucher as an instant prize can significantly boost entry rates.
Consider the example of Dr. Oetker's “Find Giuseppe” contest, where the grand prize was a Dodge Grand Caravan.
All participants had the opportunity to win an instant prize upon entering, relieving the pressure and providing an immediate incentive to participate. Urgency and the fear of missing out play a crucial role in marketing strategies, making instant prizing an effective tool for boosting engagement.
Additionally, prioritize data security by ensuring that participants' personal information is handled and stored securely during the instant prizing process by running your contest on the SPRY platform.
2. Enable Repeat Entries with Data Security in Mind
If your contest spans an extended period, allowing for repeat entries is a wise move.
This creates the perception that participants have a better chance of winning, encouraging more engagement.
As seen in the "Find Giuseppe" contest example, contestants could play and earn points up to 10 times per day, increasing their number of ballots and the perceived likelihood of winning. With the SPRY platform, you can ensure that data security measures are in place to protect participants' information during multiple entries.
3. Include a "Refer a Friend" Option with Data Security Protocols
In conjunction with repeat entries, incorporating a "Refer a Friend" option is invaluable.
This feature not only makes contestants feel that their odds of winning improve when they refer friends but can also contribute to the contest's virality. "Refer a Friend" mechanisms can drive social sharing, as contestants believe sharing the contest enhances their chances of winning. Moreover, when participants refer friends, it extends the reach of your contest to new potential entrants, expanding your contest's exposure and impact.
By fostering a sense of community through referrals, you can create a loyal base of participants who not only increase your contest's visibility but also enhance the overall participant experience.
4. Leverage Secure Engagement Mechanics
Simplistic engagement mechanisms can hook consumers and entice them to participate for a chance to win.
Gamification elements like Sport Chek’s “Shoot to Win” contest are both straightforward and effective at engaging and activating consumers.
These mechanics require minimal effort and provide instant rewards, aligning with the need for immediate gratification to boost contest entries. When implementing engagement mechanics, prioritize data security to safeguard participants' sensitive information.
Check out WILY’s collection of success stories to see how engagement mechanics can help knock your contest out of the park.
In Conclusion
These four strategies are not only effective for maximizing contest entries but also emphasize the importance of data security throughout the contest journey.
If you're seeking more information or assistance in deploying successful contests with data security in mind, consult with our experts to ensure a seamless and secure contest experience for all participants.
White Paper: Top 10 Marketing Trends for Engaging Consumers in the Digital Age
In this age of digital transformation, businesses need to take creative risks when it comes to their engagement strategy. Explore the top 10 marketing trends that are disrupting the way we engage consumers in 2018 and beyond.
WHAT’S INSIDE:
- Personalizing the Experience with Artificial Intelligence
- Getting Immersive with Virtual Reality & Augmented Reality
- Winning Over Your Customer with Contests and Sweepstakes
- Interactive Case Studies from Dr. Oetker and adidas
- Plus So Much More!
