When we talk about prize giveaways and competitions there are certain examples which immediately spring to mind. From the classic cereal box promotions of the 1980s to the big cash giveaways in the golden age of The X Factor, from phone-in competitions on breakfast radio to ‘comment/like/share to win’ giveaways run by social media influencers, there are many sectors where prize promotions are a tried-and-tested route to driving purchase or engagement.
However, competitions and prize giveaways can be used effectively in a far greater range of contexts and spaces than just those where we expect to see them. By running competitions in unexpected places, these promotions offer brands an even greater opportunity to stand out against their competitors. One example of this is using prizes to drive engagement with in-person experiential activations.
In-Person Activations
One of the reasons radio promotions are so effective is that there’s an engaging and charismatic voice to sell the dream and engage the listener. If you have a well-trained team of brand ambassadors, the same is true for in-person activations. If you’re looking to engage mall shoppers in a sampling activation or attract potential customers to an exhibition stand, the combination of a personable sales team and an attractive reward is hard to beat.
Offering a chance to win has manifold benefits. By choosing the perfect prize to fit your brand, a prize promotion offers the opportunity to say something about your brand values and personality – whether that’s showing off a great partnership or aligning yourself with a particular destination/experience.
But it’s not all about brand building. The immediate and measurable impacts through increased footfall and higher rates of sign-up/data capture mean that prize giveaways can be a valuable tool in helping these activations achieve their KPIs.
B2B Events and Exhibitions
The case for using prizes in this way isn’t limited to consumer environments. Competitions and giveaways can be just as effective when used to engage potential customers at trade events and B2B exhibitions. Corporate customers are also consumers, just in a different context. If a person engages with a prize giveaway in a shopping centre on a Sunday afternoon, there’s no reason to think they wouldn’t do the same when visiting an exhibition stand at a trade show on a Tuesday morning.
As with consumer activations, these opportunities to engage potential customers and stakeholders can be considerable. By linking a prize to a company’s service offering – perhaps with an entry mechanic which includes gamification – it can illuminate at the same time as engage. Not only can it drive footfall to an exhibition stand and increase the dwell time on that stand, but it can also make a brand or product stick in the mind for all the right reasons.
Nudging Towards Purchase
It goes without saying that we have to be realistic about what such giveaways and competitions can achieve for high-value products. Very few people will spend £30,000 on a new car because they have the chance to win a holiday. No procurement team will award a million-pound software contract for the opportunity to win an flatscreen television. And no marketing team should expect that they will.
Instead, it’s about nudging. A compelling promotion might not make you buy a car, but it might encourage you to sign up for a test drive. A prize giveaway on an exhibition stand won’t make you change your software provider, but it might incentivize you to wander over and sign up to find out more. It won’t seal the deal, but it might earn you a hearing.
So, if you or your client are looking to use prizes or rewards at an upcoming event or activation, we’d love to talk. Whether it’s for consumers or trade customers, whether your budget is big or small: we’ll help to bring your audience to you with the perfect incentive.
Speak to Chris if you would like more information on +44 (0)20 8871 9959 or email chris@element-london.com.
