Everyone loves winning. This is exactly why a sweepstakes campaign can be such a powerful way to create brand loyalty. By giving consumers a chance to win, you have created a positive experience with the brand. Think of this experience as a starting point from which you can continue to deliver additional brand messages that build additional rapport so that participants become customers long after the sweepstakes campaign is over.

Surveys taken to determine effectiveness show that sweepstakes encourage consumers to consider buying a given product and current users feel additional brand loyalty as a result of being given a chance to win. The most essential elements in using sweepstakes are the message and the media used to deliver the campaign.

Powerful copy and design must work together to create a strong call to action the customer can’t ignore. The more appealing your offer the more attention it will generate. The more attention translates to increased social sharing and, ultimately, sales opportunities for your brand.

A second mission critical part of the sweepstakes campaign is the amount and nature of the media being used to communicate it to customers.  Depending on your product; your website, your package, billing statements and email newsletters all provide low cost methods to get the message out.  These are rarely sufficient in and of themselves and should join paid media.  Online advertising, with a sweepstakes message and call to action generate a high response.

Sweepstakes are a cost effective way to cause customers to interact with your brand, and to stimulate purchase consideration for your product. Sweepstakes campaigns work best when they offer a short term benefit which creates immediacy and a sense of urgency to participate.

Developing the idea that resonates with consumers and aligns with your brand goals is crucial for creating the most impact. At Marden-Kane, we immerse ourselves in the ideation process to ensure that the sweepstakes theme, prize structure and call to action correctly promote your brand.

Contact us today more information on how we can help you use this popular promotion marketing tactic to increase brand loyalty.

[Image via FarmEquipment]