Promotions competitions prizes. Promotions, prize draws, quizzes and competitions - effective promotion of goods and services

The methods and methods of promoting goods and services are so diverse that they can be used by almost any company - from industrial giants to small firms. Promotions and prize draws can be both standard and unique; their effectiveness will be high if the interests of the target audience are accurately taken into account. The essence of all activities in this area comes down to attracting attention to the company’s product, increasing sales, and increasing loyalty to the company. All these three components are important tasks of the marketing plan; they guarantee the successful development of the company.

We gave a detailed description of drawing up a marketing plan in one of our articles. When compiling it, be sure to take advantage of this powerful tool - holding various promotions for consumers and partners.

How to run a promotion

In order to plan an action, you need to understand why you will be conducting it and what the desired result is. Be sure to analyze the preferences of the target audience so that you do not offer to collect magnets and online voting to the older generation, but send photos of the summer harvest to the youth.

First, you need to come up with an idea for the promotion, what will happen during it, what needs to be done by potential buyers and clients. To do this, as a rule, creators and directors work in the marketing department; if there are none, then employees of the sales and marketing departments come up with ideas using brainstorming.

As soon as the idea is thought up, a plan for carrying out the action is written, according to which further work is carried out. The plan includes such items as the name of the action, the components of the entire event, for each of them the deadline for completion, the responsible person, advantages and risks, means of minimizing risks and enhancing the positive aspects of the action are determined. The plan must include a “cost” column; each component of the action must be evaluated, as a result you will be able to see the total costs of carrying out the entire action.

Next, at the planning stage, you will need to estimate the expected profit that will arise as a result of the promotion. This is quite difficult to do, since we are talking about a hypothetical consumer reaction to your offer. But experienced marketers can tell you with approximate accuracy the amount of profit that you compare with the costs. If the cost part significantly exceeds even the approximate amount of profit, then you should think about another stock, no matter how attractive the idea is.

The next point that you should think about before the start of the event is how to monitor the interim results of the action. This could be a personal survey, a telephone survey, accounting for coupons, checks, etc. Don’t think that this is a complete trifle, because it is the data from such accounting that will give you an understanding of how effectively the promotion was carried out, how to conduct the next promotion event, avoiding previous mistakes . Over time, you will accumulate invaluable experience in carrying out actions; you will know exactly how to carry out an action in order to achieve this or that goal.

Types of promotions, lotteries and drawings

In this section you will find specific proposals for promotions and their brief description. By taking these ideas as a basis and transforming them in accordance with your product or service, you will get your own, completely unique promotions.

1. Family competition with the company “such and such”. Approximate titles are “Becoming a Star”, “Star Family”, etc. Participants in the competition are invited to make an amateur video clip with a three-minute running time, the topic of the video is our friendly family, how your company’s product makes the family happy, how it contributes to well-being. To participate in the competition, you must fill out a form and leave all your contact information, which will make it easy to find the participant if you win. All videos are posted on the company’s website, where voting takes place. The video that receives the most votes is declared the winner, and the author is awarded the prize stated in the terms of the competition. There can be several winners, as well as prizes; after the results are announced, the promotion continues - a film is made or a photo report is made about how the winning family uses the prize received and the product produced by the competition organizer. The terms and conditions of the competition must indicate how exactly the winner is determined. In addition to popular voting, it is necessary to organize the work of a competent jury, which will evaluate the videos in terms of uniqueness, originality, and emotionality. Be sure to indicate the timing of the competition, acceptance of videos, determination of winners, and presentation of prizes.
2. Photo competition on a specific topic. Each company chooses the theme of the competition itself. These can be family and children's photographs, vintage shots, photos from walks, travel, culinary shots and many others. The conditions of the competition are as follows: take a photo, post the photo on social networks, but better yet, on your company’s website. Next, a popular vote is launched using special services on the Internet or via SMS messages. Telecom operators provide enormous opportunities in this area; you can choose both the cost of SMS for your clients and the operator itself, the most popular in your region. In the terms of the competition, describe the requirements for the quality of photographs and prizes for future winners. Otherwise, all actions are the same as in the video competition.
3. You can make a photo competition even more interesting and reach a lot more of your customers. In parallel with the standard photo competition, a competition for captions is being launched. Such competitions are perfect for photography competitions with animals, children, and funny shots. The main thing in this project is widespread advertising; you must actively encourage your customers to participate in the competition, vividly describe the excellent qualities and advantages of the prizes.
4. If you provide designer services or your product is an object of beauty, interior design, has features of originality and exclusivity, then organize a competition of amateur designers. Let your clients try themselves as a interior designer (especially suitable for companies selling renovation goods or making repairs), a clothing designer, garden designer, or as a furniture and interior items restorer. Participants must take photographs “before” the work and “after”, that is, show what happened. The winners are given the opportunity to conduct a master class and are presented with a prize. The best projects are chosen by both the jury and the wider audience on your website, or involve a local TV channel in showing your photos. After the show, voting is very active both on the website and via SMS.
5. If you are organizing a pet photography contest, then use this idea for summing up the results. Let everything go as in a regular photo competition, only to determine the winners, invite all participants to the animal parade, arrange a competition for the best costume, the most beautiful collar, for dexterity in performing some task. Such shows always arouse enormous public interest; your company can gather a huge number of buyers and increase loyalty to itself quite significantly.
6. The quiz is a very interesting event; the website and print media are also actively used here. Come up with a few questions that relate to your company and your product (when it opened, what is the assortment, how many stores, etc.), but you can also ask questions about any holiday, for example - about the New Year, about March 8, about howl hometown if you want to support the celebration of City Day. Quiz participants must be able to read the quiz questions, so they are posted on a website or printed in a local newspaper. TV and radio are not suitable here. You can use leaflets and booklets; printing them is not difficult, but you need to distribute them in places where your current and potential customers gather. Participants must send answers to questions to you, the competition organizer, by mail, email, or in a special form on the website. If there are few questions (2-3), then you can organize a telephone line. In such a competition, as a rule, there are a lot of winners. Therefore, it is necessary to think through the award procedure. You can prepare many small prizes so that everyone who answers the questions correctly receives a gift. If you want to award a big prize, then you need to come up with a way to choose a winner from many participants. This could be the same voting, there could be an additional competition, or it could just be a spin of the reel with the numbers of the participants who provided the correct answers to the quiz questions.
7. The quiz is actively used by travel agencies, raffling off this or that trip; for this purpose, the company's clients are given leaflets with questions, and to attract new customers, they publish questions in the press. The Internet is a very good driver of the process in such a quiz. Quizzes are most effectively used by print media themselves. A newspaper is the same business, so a quiz is perfect for your own advertising; it is held jointly with the company that provides the prize. The quiz is also great for advertising any sport, for doing art, or for promoting library services.
8. Individual promotions are organized to increase profits; they are based on the principle - buy goods for a certain amount and get the opportunity to win a prize. The idea is not just old, but downright ancient. Many companies have gone further down this “road” and come up with extended versions. Some offer to receive coupons and use them on future purchases, some give certificates, others give stickers that can be exchanged for prizes. One way or another, the point of this type of promotion is to encourage you to spend a large amount of money in your store. By the way, promotions like “buy two and get the third for free”, “two for the price of one”, etc. also work for the same purpose.
9. The next type of promotion - open the package, there is a gift inside! Remember large companies that encouraged you to look for 1000-ruble bills, chips, tokens, etc. inside packages. This greatly increases sales, since the promotion is essentially an instant lottery. Some companies have gone even further and offer to collect a collection of something hidden inside, these could be puzzles, toys, chips with numbers (a company phone number, for example). You need to collect all the parts of the collection and then you can get a prize. Gambling people are happy to take part in such promotions, and non-gamblers start buying goods from the very company that is holding the promotion.

One of the most pressing topics for owners and marketers of any business is advertising promotions.

What could you come up with to increase sales and make legends about your business? There is a way out, you don’t even have to imagine it.

You can just take what’s ready, add your own, and get a great promotion. Where to get it from? From the list below. There are more than 15 ideas for every taste and willingness to take risks

Promotions

Before we get into the specific list of stocks, I want to warn you that everything should be in moderation. You can’t live on stocks alone, just as you can’t live without them at all.

Everything should be fine in your company: and other important elements of a successful company.

Once your business becomes sufficiently harmonious, you can move on to advertising campaigns.

Although they all have their own goals, there is a common and basic one - to attract attention and smooth the corners on the purchase decision. But if your seller “Petya” screws up and doesn’t work with, then there will be no money in the cash register.

I also want to say that if you are planning to hold an action, you need to promote it well (this is of course good, but not enough).

You need to use a sufficient amount, otherwise you will make a premature conclusion that advertising campaigns to attract customers do not work and that this is not your thing at all.

For example, you can notify visitors to your website about a promotion using an online consultant.

Or if you actively use Instagram to promote your business, then the “Direct Mailing” function from the Okogram program can help in communicating information about promotions.

And one more thing, people get tired of the same type of promotions, and besides, when they are carried out constantly, they begin to classify you as a company that increases prices and then drops them. Therefore, you take breaks or do not include new collections in promotional items.

Performance action (nerves of steel)

And now that the word to go has been given, we can start. Let's start with those who have strong nerves and who are not afraid to take risks. These are the most interesting, eye-catching and unusual promotions that attract customers.

In this section, I will rather describe to you the approach (strategy) with examples, since not everything is so simple. But further you will see ready-made examples.

One of the most successful, memorable and increasing sales was the advertising campaign of the well-known Euroset store - come naked and get a cell phone for free.

The effect was intended primarily to be shocking. Since then, all store owners who have the courage to promote their store at the expense of human greed have been trying to repeat such an action, in one way or another.

A recent example is a sports store in Germany, which organized a similar promotion on its opening day.

You could come and dress from head to toe in whatever you wanted in the allotted time. Absolutely free. True, there was a small condition - you had to come completely naked.

Moreover, a business does not have to be large and famous to hold such a promotion in a store.

For example, in Irkutsk, at the opening of a small youth clothing store, a promotion was held - tear up the jeans/trousers you are wearing now and choose new ones completely free of charge.

A married couple lived in one of the IKEA stores for almost a month. They slept there, cooked, ate and even washed there. A lot of people came to see these extraordinary people (read: eccentrics).

Do you think this has had an impact on this store? You’re right, it did have an impact 😉

We discussed the performance of the action in more detail in a separate article. Be sure to study it if you are hooked by such a crazy technique. Just when implementing, think not only short-term, but also long-term, how it will affect your business.

Almost a freebie

Quite an old example of a successful promotion. The Technoshok store began selling video cassettes at cost (at half price, almost at a loss), very aggressively talking about it. There was no time to deliver the cassettes to the store.

Crowds of people stood to buy a cheap video cassette. And at the same time they were sold a new VCR, TV, antennas and much more.

This promotion applies to almost any business. All you have to do is find one in your company and start attracting people to it.

You don’t have to sell it at a loss; you can simply not earn anything from it. But you must do it.

Totally freebie

We organized a similar promotion in our client's store. They gave out free socks. Good, high-quality socks and completely free.

Moreover, you didn’t even have to buy anything. Just walk in, fill out and get your pair of socks. You may start swearing that you won't give away anything for free. So appreciate the whole idea.

Firstly, we gave out free socks, which cost us 20 rubles (quite little), and this figure was much more profitable from an advertising point of view, since from other advertising sources, one visitor cost us at least 35 rubles.

Plus, you understand that in addition to the socks, they offered a discount on the main assortment, a coupon for a repeat purchase, in general, a lot of things. The result is an increased customer base and promotion, with more than 400 percent.

Or here's another example of a good implementation. The target audience will react absolutely accurately.

Example of a Freebie promotion

Search for treasure

Quite an unusual and interesting event. You are pawning/burying a valuable treasure somewhere. The location of the promotion can be, for example, the shopping center where your store is located or even the entire city.

As soon as the treasure is found, news will be published about it (for example, in) and information about the next one will be given.

This is what one bank did, for example. They put in dozens of treasures containing real gold coins and began actively promoting it. There were also successful cases for food delivery services.

The certificates were hidden for a year and a search was organized with the help of radio presenters. People are very willing to get involved in such advertising games and promotions because they love interactivity.

Give a discount/gift to the client for what he rolls on the dice. You can even make a stage game. For example, if a person throws once, he is guaranteed to receive a gift of up to 1000 rubles.

And if he rolls three times and scores more than the nth value, he will receive a super prize, or he will be left empty-handed.

A variant of the super game from Field of Miracles. By the way, instead of cubes, there may be a spinning drum. The rules are up to your discretion and imagination.

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Typical promotions

Therefore, there is no need to rack your brains about which promotions can be carried out and which are not suitable. For the most part, they are designed for discounts and play on one of the main feelings of a person - the desire to save money, to purchase profitably (not to be confused with greed).

By the way. To carry out just such promotions, a service such as “Bazaar-online” may be perfect for you. He will solve the issue with discount cards and. And notifications will cost pennies 😉

Two for the price of one (three for the price of two)

A standard promotion launched at most grocery and clothing retailers. When you buy two/three products, you get the third one free. Ideal for services.

Install a suspended ceiling in 2 rooms and receive installation in the hallway as a gift. Buy 2 apartments, get a parking space as a gift (what if!).

This type of promotion is a good alternative to a discount. And we even implemented this approach in the wholesale business.

But as you already understood, it was not about pieces, but about containers. But in this way we succeeded significantly, and this is one of the main indicators when carrying out actions.

Discount on certain products

100% You have seen products with red/yellow price tags. Such targeted promotions are actively used by retail stores.

But their services are undeservedly ignored, although with a large assortment, this is almost a gold mine for them.

When we talk about a “color” price tag, it doesn’t have to be a discount. You can go the other way and make a purchase without extra charge/without VAT/at wholesale prices.

Or just a promotion for one of the items, for example: “Changing the oil in your car is free! You only pay for the materials.”

And we are also not just talking about shop windows. You can highlight items in the price list or on the website with special colors.

And just an example of how we achieved an increase in sales through elaboration of the price list (including color), read in the article.

Well, I myself once didn’t believe it until I learned about such things as promotion and advertising. Imagine for a second that you have created a group on VKontakte and you need to somehow promote it. There are many ways, and one of the most effective is a repost competition, where one of those who joined the group and made a repost receives a prize.

So, for example, during iPhone giveaways, a new group can gain 10 - 30 thousand subscribers in a couple of months. Now think about how beneficial this is for PR. If you’re at a loss, here’s simple math: 1 good subscriber costs 10 rubles at best, 1,000 subscribers cost 10,000, and so on, which means the creator of the group remains at a huge advantage. Moreover, he does not have to raffle off iPhones and tablets; there are more modest prizes. Agree, this method of PR is many times more profitable than many others. And this is just one example of a mutually beneficial scheme, there are several more.

Now are you convinced that free prize draws are really necessary and beneficial for someone? If yes, then move on.

1. Free prize draw on VKontakte

Since in my example I started talking about the social network vk.com, I will be the first to describe this method. You could already find out how it works from the organizer’s side in the first 3 paragraphs. In principle, from the participant’s point of view everything looks about the same, but I would still like to add a couple of answers to the following questions:

• As always, be aware of all ongoing competitions and not miss your chance?
• How to make sure that the winner is chosen fairly?

Just a year ago, you had to look for such events on your own, but it’s good that there were enterprising people who thought of creating their own communities with monitoring of pranks. Due to the fact that these groups already have a lot of subscribers eager to win something, administrators don’t even have to look for information on their own, since everyone who runs competitions themselves turns to them with a request to post an announcement about the start of a new promotion.

Simply put, we need to find groups that monitor all these competitions. To do this, we look for the following keys in the search for communities: giveaways, free, etc. We join the groups we found and now we will definitely always be aware of new events.

Personally I use these:

I advise you to join two at once, or even several more. Sometimes it happens that some competitions in some communities are unique.

At the end of the promotion period, they usually post a video recording showing who exactly was chosen by the random number generator. Or now, more and more often, the choice of the winner is broadcast online.

Next we will talk about free cash prizes, which are also often found on the Internet. Maybe someone has already heard such a concept as “Crane”? If not, then I’ll tell you: Faucets are sites where visitors are given free money for playing the lottery; I already wrote in more detail about how they work in this article: “ “.

Well, in short, the benefit of the admin is that he gets more from advertising than he gives out to visitors. Therefore, there is no point in doubting the honesty of many of them.

2.1. Even more free lotteries

Just recently I wrote a new article in which I shared with you an overview of free lotteries. Agree, such lotteries can be equated to the topic of this article, because I have listed only those in which you can take part for free.