bored with sweeps? get inspired for your next promotion

Bored with Sweepstakes? Get Inspired for Your Next

Promotion#smwsweeps

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Nikki HalcombSocial Promotion ExpertPremier Business Solutions@PBS_SB

• Promotions Management• Loyalty Programs• Fulfillment

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Kelley WhalenAccount Supervisor – PR/Social MediaHY Connect@hyconnect@kelleyliz

For the next Hour…

A Primer on Promotions

Get Inspired

What’s Ahead

Q&A

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60% of US consumers have

purchased a brand because of a promotion

IMI international

80% of consumers have

entered a sweepstakes

eMarketer

82%of consumers will

exchange personal info for a chance to win

Jupiter Research

Promotions Deliver Results

Sweepstakes• Random winner from

all entries.• Good for volume.• Low barrier to entry.

• A defined set of criteria determines winner.

• Good for engagement.• User generated content.

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Contest

Know the Difference

Start by Defining What You Want to Accomplish

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Fan Engagement

Fan V

olu

me

Data Collection

Don’t Have Channel Bias

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Facebook Engage your communityTwitter EventsYouTube Videos, talent or how-to contentVine Quick interactionsInstagram Is your target young?Pinterest Is your target women or moms?

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Public VotingModeration of public facingentries.

More engagement, lesscontrol.

Requires a distinct entryand voting period.

How Will People Learn About Your Promotion?

Integrated marketing campaigns

Incentives for sharing

Partnerships

Celebrity judges

Support a Cause

???

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Your Fans Want the Fine Print

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Official Rules

When it Comes to Rules…

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• Balance the risks vs. the rewards.

• FTC regulations – what do they mean?

• Each social channel is different with unique guidelines.

• Give yourself enough time to establish good rules.

The FTC Wants

Promotions Identified

as Such

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#WanderingSole

#Contest#Sweeps

#Giveaway

60% of US consumers have

purchased a brand because of a promotion

IMI international

80% of consumers have

entered a sweepstakes

eMarketer

82%of consumers will

exchange personal info for a chance to win

Jupiter Research

Promotions Deliver Results

Creating Memorable PromotionsA M U S E

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Creating Memorable Promotions

#1 - Award

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What Do Your Fans Really Want?

#1 reason people connect with brands on social is for incentives.

Product, Discounts, Experiences, Behind-the-Scenes access, Recognition, ???

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Crate & Barrel Ultimate Wedding

Bigger prizes allow you to ask more from entrants.

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Doritos Crash the Super Bowl• Largest online video

contest, run at least one fan made video during the Super Bowl.

• Thousands of submissions each year. Much more in earned media.

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Indiana University Health Go Wild for Same-Day Appointments• Tickets to local zoo.• In newsfeed, simply

like to enter. • Bitly to rules.

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Creating Memorable Promotions

#1 – Award#2 - Messaging

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What would you rather win?

An all-expense paid trip.

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The best job in the world.

Queensland Best Job in the World

• 6 month stint in Australia

• 150K “salary”

• In first week - 4 million web hits, 2,000+ :60 video entries

• International press

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Queensland Best Job in the World

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Patagonia Environmental Pledge

• Campaign broke on Black Friday.

• Broke down environmental impact of its most popular jacket, then asked people to take a pledge to reduce consumption.

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Reflect brand voice.

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Creating Memorable Promotions

#1 – Award#2 – Messaging#3 - Unselfish

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#1 reason people use social media is to stay in touch with friends, not brands.

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Brand-Centric Backfires

#MyNYPD

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Forbes: When Hashtags Become Bashtags

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Dove Real Beauty Should Be Shared

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Build in a Cause

87% of consumers would switch from one brand to another based on the other brand supporting a good cause.

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Corporate Benefits

Charitable

Benefits

Consumer

Benefits

Cause Marketing Meets Promotion

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People are motivated by good causes.

ALS Ice Bucket Challenge

Wahl Dirty Dog Contest

• After a 1-month entry period, Wahl chose 25 finalists.

• Then fans decided winner by voting once daily during 2-week voting period.

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Creating Memorable Promotions

#1 – Award#2 – Messaging#3 – Unselfish#4 - Simple

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The average adult attention span is 2-8 seconds.

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Apply the BS Test

Would your friends enter?

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Chipotle Wrap What You LoveSimple brand tie-in keeps you part of the promotion.

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#WahlGroomedContest

• User generated content contest.

• Upload a photo with hashtag to Facebook, Twitter or Instagram.

• 1 winner will selected each week to receive a Wahl trimmer.

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#WahlGroomedContest

• Long-term contest, extends a mobile tour.

• Offerpop helps us manage entries.

• Challenges with Facebook hashtags.

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Creating Memorable Promotions

#1 – Award#2 – Messaging#3 – Unselfish#4 – Simple#5 - Entertain

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Talk Value• People turn to social media

for entertainment and to kill time.

• If your promotion resonates, gives people a good experience, they’ll be more likely to pass along to friends.

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DELSEY Travel Wish• Create a board of

the places you want to travel.

• Win $350 airfare and luggage.

• Tapped travel bloggers to judge boards.

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Explore Brand and Consumer Truths

If you can shape a promotion around something you know fans are already doing, or enjoy joking about, it will be more likely to go viral.

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JetBlue Election Protection

“I swear I’m leaving the country if x wins.”

• 50+ million in PR impressions.

• 100,000+ entries• Limited budget.

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Do Us a Flavor

“Why isn’t _____ a chip flavor?”

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• 3.8 million submissions, 1 million votes.

• 8% sales increase.

What’s Ahead

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Do make promotions part of strategic, annual planning.

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Budget to boost your promotion.

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Budget for great creative.

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Tap into real-world events.

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Surprise and delight your super fans.

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Favorite Vendors

Questions or Comments?

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#SMWsweeps