Gamification: Game Playing? Or Game Changing?
Whether you use offline direct mail with tokens or other involvement devices, or online channels, gaming techniques that are vetted as being legal, can be a good way to perk up your results.
Here are five ideas:
- In direct mail, if you mail your prospects or customers frequently, add a game that builds over time for purpose, more interaction and anticipation of your mailing.
- For any channel you're in, use games to create customer loyalty so your buyers return again and again.
- In social media, check-ins and badges using mobile apps are like games, and they get your name in front of the friends of your fans.
- Encourage people to play a game that requires completing surveys and gives information about themselves for use in nurture marketing programs.
- Let your prospects and customers track their game scores, but as a direct marketer using sophisticated marketing automation software, you can turn the tables and score your customers to determine who is most likely to come back and buy again.
Finally, if you're stumped with generating ideas, get your staff together and play games to get the ideas swirling. Ideation meetings that include games often bring out unexpected creative ideas.
Bottom line, use the principles of gamification to reinvent and re-energize your direct marketing approach. By becoming familiar with gamification techniques now, you or your staff may identify the next big sales game changer.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.