Deciding on just one winner

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A common practice when holding promotional events is to appoint a rather expensive gift as the main prize, for example, a car or a trip to a long trip. It is assumed that only one winner will be chosen, because several such awards would cost too much. But this is a bad motivation for participation, people find it difficult to believe that they can win.

A clear example. The company held insurance leads for seniors a raffle to unload warehouses at the end of the year. The prize was a gift card, which could be used to buy household appliances for 100 thousand rubles in a partner store. Thanks to this cooperation, the company paid only 60 thousand rubles for the prize. To take part in the promotion, everyone who made a purchase simply had to leave their business card in the designated place.

A month later, a drawing was held in the company's office in a pleasant atmosphere with tea and all sorts of goodies. There were 68 business cards from the participants, but only seven people came to the event, and even they explained that the purpose of their visit was not the prize. They did not expect to win, they just needed to place another order. That is, in essence, this drawing did not give anything.

A year later, the campaign was organized again with the aim of selling off the remaining stock from the warehouses. But this time, it was announced that 15 participants would receive prizes. Over the course of a month, 143 customers left their business cards in a special tray. Then a lottery was held and prizes were awarded: a certificate for the purchase of household appliances for 20,000 rubles, three certificates for 10,000 rubles each, and two more certificates for 7,000 rubles each.

In addition, five winners were awarded cards for 4,000 rubles, and all remaining participants were awarded cards for 2,000 rubles. These conditions turned out to be very attractive. There were even customers who, in order to increase their chances of winning, put a couple of business cards or more in the tray. 30 people already gathered for the drawing ceremony. The following year, 15 prizes were appointed, 182 customers wanted to participate in the advertising campaign, and 100 of them came to the drawing. Sales volumes increased fourfold over these two years.

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Giving gifts to everyone is also a wrong tactic. After all, in this case, these should be very cheap prizes like caps or pencils (otherwise you can go into the red), but customers are not interested in such bonuses.

A clear example. The promotion called "Buy a second product and get a gift" was held twice, for two weeks each. The first time, customers were offered to make two purchases at once and get a chocolate bar for it, but no one was willing to pay for a second product for a small prize.

The next time people were asked to fill out a questionnaire that also asked about a gift. Many responded that a good bonus would be a visit to a restaurant or the opportunity to relax.

The organizers worked on the mistakes, removed chocolate and chose as prizes lunches in a restaurant (owned by partners) and certificates for procedures in a spa salon. Most men preferred to eat well, and women were attracted by the beauty industry. The promotional campaign lasted only five days so that the distribution of such prizes would not become unprofitable. The result: sales growth during the promotion was 33%, within a month – 19%. In addition, 20% of participants became regular customers.

Monitor customer behavior during the promotional events. Study requests and desires, assign really attractive bonuses. Throughout the entire duration of the promotional campaign, inform participants (via email) about the intermediate results.

Communicate with clients yourself, on your own behalf or through company managers, but never with the help of partners. Do not ignore the losers at the gift-giving ceremony. Everyone should have a good impression of the event. For example, a small buffet, supplemented with entertainment and pleasant communication, would not be superfluous.