Whether you're talking about an insurance seminar or an e-mail database, the best way to make friends and contacts is still to play... or have someone play! Whereas at a seminar, you'd opt for a good sack race or beer-pong, to get your e-mail base going, you'd choose to organize a competition.
Organizing a competition is a great way of communicating, recruiting and animating a database. It generates high reactivity rates and creates a strong, engaging bond with your customers and prospects.
Used in lead gatheringit is useful for qualify new addresses thanks to the game form.
In basic animation, it can be used toenrich data and requalify addresses (surname, first name, date of birth, zip code or other more specific types of information), or even to re-engage certain addresses by updatingopt-in (especially older, less active @ addresses). By enriching data with information on your prospects and customers, you'll be able to personalize your future communications!
Not only will you make people happy by distributing toasters and convertibles, but you'll also reactivate addresses that no longer respond to "classic" communications such as newsletters or commercial emails... good luck!
And at Dataventure , because we're very playful, we've come up with 5 simple rules for organizing a contest that's sure to win (for you).
5 rules for organizing a contest and enlivening your base
Rule 1: Define your objectives and the game mechanics best suited to your base
Collecting new leads or engaging your addresses... that's the question. Some game mechanics are better suited than others when it comes to animating an existing base or collecting leads.
In the case of prospect addresses (for collection as well as basic animation), prefer mini-games based on simple, playful mechanics such as a wheel of fortune, a one-armed bandit or a reflex or memory game. These games have the advantage of letting prospects know quickly if they've won. This has the effect of boost participation.
On the other hand, to animate your customer base, it's possible to set up more complex mechanisms such as brand identity games or photo contests that mobilize communities on social networks.
Not to mention games like backgammon or GO, which require hours of practice and, above all, learning Chinese!
There are 2 ways of awarding your winnings (which may be combined):
1. A random draw. A grand prize winner is determined at the end of the game.
2. Winning instants in which the Internet user knows immediately and at each participation if he has won. These winning moments are random and may be either limited in number or 100% winning for each entry.
More often than not, the draw involves a large prize, whereas 100% instant wins offer smaller prizes. Now, you're free to offer a weekend at the Crillon to be won every two hours until the end of December... but then, obviously, in terms of acquisition costs, you're in a completely different league...
If you have the opportunity, opt for the 100% instant win formula which guarantees a win for the participant avoid frustration. The higher the potential and the chances of winning, the higher the level of participation and therefore of information gathering.
Rule No. 2: Publicize and distribute your contest
To promote your contest, use all the usual digital means at your disposal. Combine them to give yourself more chances of winning.
- Email : the best promotional tool. Personalized, it can also be used to relay more information about the game.
- Your website: communicate with customers and prospects who visit you and redirect them to the game's mini-site.
- Social networks: use them to promote the game and animate your community. Only if you've included your customers among the participants.
- Your mobile application, for your customers too.
Rule no. 3: Create a contest that reflects your image
There's no need to make it 50 pages long! Be creative, but don't forget to create a real game world design based on your charter.
UX will play a decisive role in the success of your objectives.
Here is a list of essential pages:
- A home page
- A form page
- A game page
- A prize page (for different prizes)
- A lost page (not in the case of 100% winning instants)
- A game closing page
- A page to consult the game rules
Don't forget to thank participants and offer them contact options for any questions they may have or to find out more about you... You can also include a pop-in page to present the prizes at stake.
Rule No. 4: Keep control of participation!
Trolls also exist in game competitions! Many games are targeted by real " contesters". They scour the web in search of prizes, especially when they are attractive (PS4, Drone, TV, etc.).
Of course, nothing prevents them from playing, but don't forget the purpose of the operation: you're looking for prospects and useful information... These addresses are unwanted and will be detrimental to your KPI's for your next e-mail campaigns.
It's possible toavoid these "undesirable" freeloaders: multiple IP detection, real-time address cleansing, etc.
You can also limit your prospects' or customers' participation (1 time / day or per week, for example). Especially in the case of 100% instant win games!
Rule 5: Stay on the straight and narrow!
When organizing a competition, the legal aspect is crucial, whether it's the rules or the form.
The form :
And don't forget two key players at the table: GDPR and CNIL! Like Tonton Michel in Monopoly, they'll make sure that practices and rules are respected...
It is no longer no longer possible to condition access to your game by making the user opt-in to your newsletter.. They must, however, agree to be contacted again about the competition (for the return of winnings, for example).
They must also validate the contest rules when registering for the game.
The rules :
It is pt's not compulsory, but it is strongly recommended to submit rules and regulations to the sharp and lawful eye of a bailiff. This enables legal proof of the fairness because, let's face it, it's hard to think of everything...
The bailiff validates the legality of the game, but can also be useful in the event of a dispute or challenge. He brings credibility to your game, ensuring impartiality of chances and reassuring players. ! In short, the bailiff is your friend!
Organizing a competition is a good way of forging links with your prospects and customers. But it's best to take good care of the UX to avoid a reverse and negative effect... Give preference to simple, fun formats and mechanics, especially when you're looking to collect prospective leads.
At Dataventure, we don't play dirty! We play by the rules when it comes to organizing contests! We create them for you, tailored to your needs and objectives!
So, are you coming to play with us?