Enter-to-Win: From 'One-and Done' to Engaging Loyal Customers
Congratulations, you’re a winner! Those are words that everyone, everywhere, loves to hear. Enter-to-win programs are a solid promotional marketing tool, and a recent YA survey proves it. Of the 1,000-plus Americans surveyed:
- Nearly three-quarters (72 percent) say they have participated in an enter-to-win program in the last year, and one quarter participate at least once a month.
- Four-fifths (81 percent) would be more likely to keep buying a brand if the brand offered a great enter-to-win program.
- More than half (58 percent) have already purchased a product or brand they normally wouldn’t as a result of such a program.
- Most are willing to provide general contact information. Email (88 percent), gender (84 percent), age (84 percent), name (83 percent) and address (57 percent) top the list for information consumers expect to provide.
- Most are willing to provide feedback as part of their entry, with 74 percent saying they would take up to 5 minutes to fill out a survey.
When establishing an enter-to-win program, there’s a lot of behind-the-scenes work needed to ensure that everything runs smoothly and meets marketing objectives. Here are five key considerations to ensure your brand’s enter-to-win programs are best in class:
Step 1: Align With Your Marketing Objectives
It seems like a simple idea, but it’s a critical step in the strategy development and promotional design to ensure your enter-to-win program is in line with your marketing objectives. This will drive decisions about the audiences you want to engage, how they can participate and what type of ongoing communications you’d like to have with entrants.
Step 2: Pick the Right Channels
Do you have a product or brand that consumers can use in a recipe or home improvement project? A promotion that leverages user-generated content may be the right solution. That way, you’re not only incentivizing purchases, you’re creating memorable interactions with your product. Or, are you looking to engage a broader base of fans tied to a national event or holiday? Then a text-to-win promotion may be a better choice and will help you grow your fan base for future communications quickly.
Krista leads corporate marketing for YA as vice president, marketing. Her B-to-B and B-to-C expertise is centered on CPG, retail and restaurants. Having worked with brands like Coca-Cola, Target, Macy’s, Dairy Queen, Buffalo Wild Wings and Buca di Beppo, Krista’s background plays a key role on the YA leadership team. In addition to overseeing corporate communications, she also works closely with YA’s account teams to deliver customer strategies that engage consumers, drive sales and increase brand advocacy. Prior to joining YA, Krista served as director of marketing at Preventice.