Ten Steps For Planning Brand Contests

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Honda Civic’s awesome trips Sweepstakes contest “Custom Honda Rides- Awesome Trips”, gives a chance to win a custom Honda Civic Sedan designed and autographed by Demi Lovato or a custom Honda Grom motorcycle designed and autographed by Nick Jonas, or a trip to Europe to meet Nick Jonas.

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Contests can engage audiences with a theme or with a context increasing the interactions with your brand. In another example Kerastase, a popular Haircare brand encourages audiences to share their curls in a selfie contest, encouraging audience participation.

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Ten Steps For Planning Brand Contest

 

Set Your Contest Goals

Start with defining your goals. Choose a goal that is closest to the metric that  you are trying to achieve results for. Is your goal Brand Awareness, Brand affinity, Conversions, Increased Web Traffic, Obtaining User Data or Increased Reach and Frequency or Impressions.

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Pick a Contest Design

Pick the Contest Design that works for your Campaign goals based on the key metric.

Determine the reason you are running the contest. Is it for a new product that you would like to build awareness for or are you looking at engaging audiences, introducing a limited time offer or would like to build affinity for your brand with an existing campaign.

 

Decide Your Calls To Action

Select Your Calls To Action. Define what would you like the user to do after interacting with your post. McDonald’s has introduced the contest with messaging centered around  a Special price Combo and launch of new “Strawberry Lemonade”.

 

Define Contest Targeting

Define your Target Audience. Who are the key audiences for your Contest. Depending on your goal you can define your Target.

Decide on Contest Messaging

Decide on your contests’ key message or Takeaways for the consumer, this will flow from the campaign rationale. If the campaign rationale requires that your consumers think about your brand in a certain way, the key messaging in your contest should be designed to deliver the message.

Articulate the keywords For Discovery

Articulate the keywords and Hashtags that are mandatory for your campaign discovery. Build the same in your messaging.

Choose Contest Tactics and Channels

Choose the right tactics for your contest, the tactics depend on your budget your brand  and contest design. If you plan to go with a contest that requires User Generated data the a suitable tactic for your brand will require to create a buzz for your campaign. This could mean engaging a social media celebrity, co-brandng or any buzzworthy posts that can make your contest go viral.

Choose the channels that you would use to promote your contest and  the channels where you would host your contest. Include the Terms and Conditions link and host the link on your brand’s site or micro site. Depending on the channel determine the key communication elements such as “Facebook Video post” and “Twitter Post”. Decide on Organic Social Media and Paid Social Media elements. Choose the right creative sequence for maximum impact. Create a flow chart of messaging for different use case scenarios.

Decide Your Contest Budget

Your contest budget will cover for the contest design cost, cost for promotion and distribution on social media, depending on tactics and paid media as well as any creative and web development contest. If you are using a software vendor, you have to build in the cost for the same.

Measure With Metrics

Determine the metrics that you are trying to achieve growth for include the key metrics in order of priority i.e. conversions, visits, Engagement, Interactions. If you are introducing a price off, build in the metrics for the new price or new launches.

 

 

Collaborate and Roll

Bring in all stakeholders up to speed with the contest details, agree on all the Terms and conditions and Brand guidelines , define the critical success factors and the barriers to success and how to overcome the same.

 

 

 

Key Insights For Increasing Subscription Box Sales

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Subscription Box Service and Products are trending for social commerce with a  predictable profitability model on account of high retention rate and recurring revenue. According to a research study by Hitwise, earlier this year, as high as 53 percent subscribers are mobile first with Search and Social bringing in disproportionately higher traffic.

Search Campaigns Are Key For Product Discovery

Search Campaigns bring in the highest traffic for Subscription Box Products. Algorithm based discovery has increased visits to subscription box services. Identify the segments that you would like to target and go with the search phrases and terms that are most searched for by the segment.

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As high as 34 percent of traffic for the US Subscription product sites came from Search Engines during Dec 2015. According to Hitwise,”search engines are still the most common referring source of traffic to today’s subscription box sites, though subscription sites rely less on search than other retailers. In the United States, 34 percent of referred traffic to subscription retail sites came from a search engine during the month of December 2015.”

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Social Media Increases Clicks and Conversions

Social Media brings in the highest clicks and conversions.  In the United States, 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site, whereas the typical retail site received only 8.4 percent of traffic from social. The uptick in engagement and visits from Social Media and blogs is due to the ease of sharing and referring friends bringing in greater conversions.

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Referral Marketing Key For Driving Sales Growth

According to Statista, as high as 53 percent Half Of Mobile Shoppers Check In Via Social Media. Refer-a-friend and referral marketing programs are a strong driver for Subscription category products. As high as 13.5 percent of referred visits to subscription box sites in December 2015 came from a social media site.

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Occasion Linked Offers Increase Social Media Engagement

Designing your campaigns for Mobile first consumers with a seamless shopping experience increases the engagement. Optimizing search Campaigns and Social Media posts as well as Blog posts for key seasonal days increases the engagement and site visits from your campaigns. Design your posts to help audiences learn about your offers that are easy to navigate and avail.

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Promote Your Subscription Box with a Contest

Promote your Subscription Box with a Gift card or a Giveaway contest. Target your audience by co-promoting the offers with a Contest on social media accounts that your target audience is most engaged on.

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Also see search terms that work for different segments:

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Reese’s Throws A Carrot Fuelling March Madness

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CandycarrotReese’s digital campaign for Easter and March Madness is complete with an experience, seasonal recipes and products that engage users with content that is right for enjoying the NCAA season and looking forward to Easter. The conversation for March Madness can be followed on Social Networks with #MarchMood.

Reese’s carrot candy available in a fun packaging that is carrot shaped, is full of REESE’S Peanut Butter taste that makes REESE’S PIECES Candy Carrot  the perfect Easter basket centerpiece. In time for the Easter campaign, the Reese’s Easter candy assortment is now only one click away, with the Google Shopping campaign . Google’ PLAs generated nearly 40 percent of all clicks for paid search advertising on Google, during the Holiday season 2015, according to a report by Merkle.

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The content marketing for Reese’s includes seasonal recipes and recipes for brownies, cheesecakes and Garnishes and decorations with Peanut butter Cups that engage users for every occasion.

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According to Engadget, NCAA March Madness Live is the home for all your streaming needs when it comes to the tournament, and this year the live basketball action is available on more devices than ever before. In addition to the web portal and mobile apps, March Madness Live also streams to Amazon Fire TV, Apple TV and Roku gadgets. What’s more, the mobile apps also feature Google Cast and AirPlay, should you need to beam the footage to a nearby TV or in-game audio to a wireless speaker.

 

 

Ten Ways To Prime Your Content Post Gifting Season

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Engaging Audiences Post Gifting season with your brand campaigns can help build awareness for your existing programs and at the same time increase sign ups for your Loyalty Programs or increase your App downloads. This is also the time to manage any remorse or customer service issues that may arise during the Holiday season.

Introduce A Referral program

Engaging audiences with a Personalized referral program can help you build your subscriber lists. Post holiday Season referral programs can encourage sign-ups with customers as this is the time the awareness for brand’s offers and products is the highest.

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