The never-ending quest for new sales leads and list building means smart marketers need to know what acquisition tools are available.
Online competitions are emerging as one of the most cost-effective tools in a marketers arsenal as technology platforms continue to improve with powerful and easy to use feature sets.
Traction Digital recently helped the UK National Lotteries run a competition designed to reward existing customers, and convert offline players to enter and pay online.
Called “Lotto Treats” the results over 10 days were staggering with 125,000 entries, which equated to a peak volume of 5400 entries per hour.
Here’s a look at the key building blocks behind the scenes of one of the most successful online competitions.
Do you even Compete, bro?
An affordable and effective way to drive sales, competitions help brands acquire new customers, engage with your database and obtain new customer preferences.
The UK National Lotteries competition campaign allowed them to capture opt-in customer data via unique codes used to enter direct to their marketing automation platform.
There is a variety of entry mechanics available including instant win and major prize draw, simple landing page and email building options. Most importantly, all entry and reporting data is captured within the Traction marketing automation platform.
The “Lotto Treats” competitions campaign used a series of Instant Win mechanics that could be redeemed online, via unique reward codes at their own and a range of partner websites.
What’s my Incentive?
The key to success with Lotto Treats was mapping out a strategy early that made sure certain key elements were in place.
First up was devising an incentive that had a distinctly low barrier to entry and enticing prizes that were accessible and widely appealing.
All Lotto entrants were provided with a unique online code to redeem a reward with a minimum value of £5. These rewards ranged from money off restaurants to gym memberships and magazine subscriptions.
Maximum Uptime Means Maximum Flowtime
Keeping the site live without interruption requires careful planning.
For Lotto Treats, the National Lotteries used Traction Digital’s robust and elastic hosting service to ensure balanced volume loads.
As the capacity expanded, so too did the hosting services to guarantee a 100% uptime throughout the competition lifecycle.
Traction’s rich reporting capabilities, allowed The National Lottery to have real-time performance insights into the competition.
Integration with our customer service partners ensured all queries were answered and resolved within 24 hours.
Building Responsive Microsites For Megaresults
Responsive microsites are key to competitions success. It allows brands to create full functioning sites for bespoke campaigns that are separate to corporate site.
The National Lotteries had Traction build responsive microsites that catered to all modern desktop and mobile browsers.
These microsites were tested via Browserstack and physical devices to further ensure that best-practice accessibility requirements were met.
You talkin’ to me?
Personalising your email templates is a given. Most marketers know to ensure your recipient at least gets the bare minimum “Hi Garth”.
Still, we’re amazed to see that it can still get overlooked when things are a bit tough with your lists. If your xls or csv file isn’t in the right format to enable basic personalisation, we’ve seen teams make a decision to go with a generic format just so they can still send to the thousands of people on the list.
Better to spend the hours or days fixing that formatting problem.
Your campaign must have integrity and part of that is to have the minimum requirement of personalisation.
The Lotto Treats competition campaign used the Traction marketing automation platform to tailor that personalisation based on behaviours mined from the customer’s behavioural data.
Triggered by Rewards
If you thought triggered was just an alt-right hashtag, you’d be partly right. Savvy email marketers also know that email sequences triggered by customer actions are a great way to provide rewards. And with rewards comes ongoing engagement, which is a digital holy grail.
Lotto Treats rewards were selected randomly and delivered via triggered emails.
Responsive email templates met all best-practice email client and device requirements, with dynamic content to personalise each individual recipient’s email.
Competitions provide a brand with an affordable and effective way to drive sales, acquire new customers, engage with your database and obtain new customer preferences.
Nail the basics prior to launching, and ensure that your pre-launch checklist includes:
- Enticing customer incentives
- Maximum Uptime planning
- Microsites for customer experience
- Personalisation for deeper engagement
- Triggered email rewards for instant gratification
For more information about using competitions for strategic growth, check out this blog. Alternatively, book a call with the digital experts at Traction to discuss taking your competitions campaigns to the next level.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.