In today’s world, the average consumer is bombarded by advertisements everywhere they look. Because of this, typical social media marketing campaigns can sometimes go unnoticed by the target audience. This may lead to poor engagement at higher costs. So how can housewares brands combat this to create a winning marketing campaign that not only creates a buzz around their product(s) but also generates high-quality leads + sales for pennies on the dollar?
Enter the “Product Giveaway” campaign strategy.
The concept is rather simple. Figure out what product should be used as the giveaway item, find an audience that could benefit from it most + run a campaign that states they can enter to win the product for free if they follow a few simple rules.
The product giveaway strategy is tailored for social media advertising platforms such as Facebook. Traditional marketing mediums + pay-per-click platforms are not as effective. Below you’ll discover the key pieces of a giveaway campaign that really drive positive results.
Finding The Perfect Audience
This step will be the defining factor on whether or not the giveaway campaign succeeds or fails. First off, your company should already have an idea of who your target audience is. This can be accomplished by defining what we call your “buyer personas”. If you haven’t already defined your buyer personas, you can utilize our free worksheet to help!
While finding, creating + targeting audiences can be a difficult task in + of itself, finding the “perfect audience” is like trying to hit a moving target. A perfect audience is directly correlated to the profitability of the campaign.
For example, let’s say Company XYZ is running a product giveaway campaign targeting 2 different audience groups: Audience A + Audience B. After 30 days, both audiences have shown the same conversion rate however Audience A has shown a $1.20 cost per lead whereas Audience B has shown a $0.35 cost per lead. Clearly, Audience B is the winner. That said, is Audience B the “perfect audience”? Maybe. However, testing + optimizing audiences utilizing available data is an ongoing process that may uncover even better audiences + results moving forward. The important thing to remember with audiences is that they will become fatigued over time.
Once an audience that produces solid ROI has been found, custom lookalike audiences should be created. Additionally, this would be a good sign that it is time to start scaling the campaign. When first starting the campaign, however, it is suggested to start with a smaller budget per day to account for all the testing required.
While finding the perfect audience is a defining factor of campaign success, it is equally important to take into consideration the product(s) that will be given away while crafting said audience.
Choosing a Product
The first step in setting up a great giveaway campaign is to determine what product or products should be given away. While any product may work, it is important that the product holds value. The higher the perceived value of a product, the more appealing entering the giveaway becomes in the target audience’s eyes.
Typically, a brand new product will not be as appealing in a giveaway campaign when compared to an existing, well-known product. There is potential however for a well-known company to utilize a giveaway campaign + succeed with a brand new product launch assuming the company has a large enough customer base + has previously promoted the new release of this product. Additionally, a brand new company may succeed with a giveaway campaign by launching its first product with a giveaway, but only after they have established a strong audience + buzz around the product/company launch.
Giveaway Campaign Guidelines
As noted in the introduction, giveaway campaigns need to have transparent rules for how to participate in the giveaway. These rules (also known as terms) are not only important for the participants to know, but also for legal reasons.
Guidelines to think about include but are not limited to the following:
- How many times can someone enter the giveaway?
- Is this campaign Worldwide or United States only?
- What is the legal age to enter the giveaway?
- How does someone enter the giveaway?
- What information is needed to participate (Name, phone, email, etc.…)?
- When does the giveaway official end + a winner declared?
- How is the winner notified + how long do they have to respond?
- Do participants get additional entries if they perform certain actions?
Typically speaking, the best giveaway campaigns will ask for a few simple details such as name + email address, allow participants to only enter once but offer additional entries for extra actions taken by the participants. These extra actions may include sharing the giveaway link on social media platforms and/or referring other participants.
Once guidelines have been established, the campaign can continue being created.
Often overlooked, where + how a giveaway campaign is hosted can play a big part in the success or failure of the campaign.
Most companies will opt for creating the giveaway lead capture form directly on their website. If going this route, the landing page for the giveaway needs to be very direct. There should only be two actions that visitors on the page can take: enter the giveaway or close the page. There are a few reasons why the landing page needs to be designed like this, but that is a whole blog post of its own. Now, of course, this method is totally acceptable if the objective is a simple giveaway campaign. If however, it is important to create a viral buzz around the campaign, then simple won’t always cut it.
This is where a contest or viral referral platform comes into play. A platform like Gleam.io has perfected contest giveaways + offers a wide variety of features or actions to help generate virality. They do so by giving the users “points” based on the actions taken. Some actions are more valuable to your business than others + you’ll have full control over setting how much an action is worth. Some of these more effective campaign features we recommend using through Gleam are: refer a friend, subscribe to your newsletter + follow your company social media accounts. If using Gleam.io or something similar, it is important to ensure that the form is customized to be “on brand”, or even better, that the form is created through the platform + then embedded directly on the company website.
Putting It All Together
All in all, putting together a giveaway campaign initially can be a time-consuming process. There are a lot of moving parts + things to account for. Additionally, the ongoing optimization, audience refinement + scaling are all important aspects to keep up with. Here at epower at home, we pride ourselves on crafting all types of marketing campaigns for our housewares clients, including giveaway campaigns.
If you’re in the housewares industry + ready to explode your marketing + create a buzz for your product(s), reach out to us! We’re here to help + happy to consult on what type of digital marketing campaigns are best suited for you.