Everyone likes to win. This is the reason why prize games and contests can be a powerful tool in promotion. Through interaction with the brand, customers have the opportunity to win valuable prizes. Come with us on this journey where we will soon be sailing in new, exciting waters.
Emotions play a large role in the motivation to buy, and most of the items that consumers buy are driven by the subconscious. It all comes down to branding. The human brain is wired to seek mental shortcuts to avoid purposeful thinking. This is a fundamental concept on which brands are built - for customers to remember and connect with a brand, they need to be kept engaged and passionate through every interaction.
Another important factor that encourages consumers to buy is how well the marketing campaign is executed. Since consumers prefer to buy products from brands they are familiar with, repetition is an effective way to keep a brand in their minds. It is an effective method of ensuring a longer retention of the product in their subconscious, which is an essential way of raising brand awareness. Contest campaigns act as a reminder for the brand, but in a less intrusive way than advertisements.
HOW TO DRAW WINNERS
Guide on how to do a prize game draw
Transparent and unbiased drawing of winners is an important component of any prize draw. Here is a detailed guide to a successful draw.
The right to participate
Check the criteria for entry into the draw. For example: whether the application was sent within the deadline, whether the mandatory information was entered, checking the amount or items on the account (if possible before the draw), checking the number of applications per person (if there is a limit)
Random selection means that each qualified entry, or each drawing entry, has an equal chance of winning a prize. For example, for a computerized random drawing in which we have 10,000 entries, there is an equal chance that an entry with serial number 4,972, number 1, or number 10,000 will be drawn.
For the drawn application, the account is inspected in order to check the amount, purchased items and any other criteria from the rules. For clients, we additionally check for possible fraud or manipulation with registered accounts or codes. If we determine that there is a reasonable suspicion of any irregularities, we do an additional check with the point of sale or the manufacturer.
Often, employees (or part of the employees) and their families are exempt from participating in the prize draw. The organizer can be additionally protected so that the condition for accepting the prize is a declaration by the winner, under material and criminal liability, that he is not an employee or a member of the employee's immediate family.
Documenting the drawing process
For the purpose of transparency of the draw, the process needs to be documented. As standard, a record of the drawing is drawn up and signed by the members of the commission, and if necessary, a video recording can be made. All actions must be carried out in a timely manner, in accordance with the deadlines specified in the rules of the prize game.
Fair and unbiased drawing of winners is an important component of any prize draw. The process must be transparent and conducted by random selection. Here is a detailed guide to a successful draw.
The rules of the prize game must ensure the equality of all participants and the equal opportunity to win after fulfilling the conditions prescribed by the rules of the organizer of the prize game.
Rulebook on organizing prize games (Narodne novine 87/2009): The organizer is responsible for the rules being applied and enforced. When drawing the winners, we have to make sure that all the provisions of the rules are respected - from the right to participate to checking the validity of the applications drawn.
Before the drawing, it is necessary to prepare a database of applications. We must remove incorrect, incomplete and inaccurate data. There are many examples like: invalid entries: late entries, generally entries received outside of the sweepstakes period
incomplete registrations: registrations without mandatory information, for example, entered account number without any contact information
incorrect applications: applications where the data is clearly incorrect, and so on. It is important to do all actions responsibly and professionally. If there is even the slightest possibility that the application is valid, it should be left in the drawing and an additional check should be made when verifying the winner.
We have an additional challenge in the national prize games that are held at all points of sale, so we have different invoice formats. One (same) account number should enter the winner's draw only once, unless otherwise specified by the rules. That's why we have to remove multiple copies of the same data. This technique is called deduplication in computing.
During the draw, there must be at least three people in the commission who will confirm the accuracy of the facts stated in the minutes by signature. A notary public must be present if an individual prize with a value greater than EUR 6,636.14 is drawn. This provision applies to the value of an individual prize and not to the total value of the prize pool. For every drawing of a higher value prize such as a car, consumer cards with higher amounts and the like, a notary public must be present to establish the facts. Organizers can also invite a notary public for "smaller" draws, where this is not mandatory.
The drawing record must contain:
- Place and time of drawing,
- Class and order number, date of approval of the prize draw,
- The date and name of the electronic or other public media in which the rules of the prize game were published,
- Names and surnames and addresses of commission members,
- Method of drawing winners,
- Name and surname and address of the winner,
- The name and value of the prize of the individual winner.
There are also other obligations of the prize game organizer. Inform the winners in writing about the received prize within 8 days from the day of drawing the prize winners. Ensure that the prize is collected or sent to the winner within 30 days from the day of receipt of the written notification about the prize received. If the winner does not claim the prize within the specified period, he must be notified again within 8 days (from the expiry of the deadline from the previous point) and set an additional deadline for claiming the prize, which cannot be shorter than 8 nor longer than 15 days from the receipt of the new notification. Within 8 days after the expiration of the deadline for claiming prizes, submit to the Ministry of Finance information about the winners of prizes worth more than EUR 663.61, the name and value of the prize, and proof of receiving the prize.
The drawing of the winner of the prize game is the moment when we randomly selected an application. However, the drawing process starts much earlier, because it is necessary to conscientiously and thoroughly carry out preparatory actions so that everything is transparent and in accordance with the rules.
Every participant in the prize draw hopes to win, and the organizer's obligation is to draw prize winners in a fair and transparent manner. We can make the implementation of the draw simpler by putting in the rules those provisions that we will be able to responsibly implement when choosing the prize game mechanism. After the draw is over, the most beautiful moment for the winners follows - the notification of the prize won.
Our experience shows
THE USUAL MISTAKES IN THE ORGANIZATION OF THE PRIZE GAME
The first of the 3 most common mistakes
... is a missed opportunity to collect data.
What do we mean by that?
Let's show it with an example
Your prize game has ended and you are satisfied with the result:
You have the highest number of participations so far, great!
You managed to make the campaign profitable.
You spent a significant budget and as a measurable result you have ... the number of participants?
For next time our suggestion would be
With all the effort and expense you have invested, at least find out the following information from the customers 🕵️
How do they see your product?
Wwhat are the advantages of your product?
Raffles include the possibility to find out what exactly they think about the product.
Ho to do it? Through a series of questions to customers using already existing mechanisms.
We started to work in this industry when, in order to enter a contest, customers had to buy newspapers, make clippings and send them to companies - hoping that the mail would even get through. But we abruptly stopped that with the SMS revolution in prize games. Since then, until today, people enter the sweepstakes using SMS registration.
AGAIN, we have a technological advantage in that we are the only ones in Croatia to enable entry into the prize draw using the WhatsApp application. And all this without additional, hidden costs! Contest can pop up on your news feed or on your phone, and the process you have to go through is literally just a few clicks. The easier it is to participate, the higher the turnout—as well as the number of registrants.
Now all these technologies can finally help us to find out directly from the users what they want, how they think and everything else that interests us. And all this on a scale that was unimaginable until now.
The reason research is so valuable is that customers who buy your exact product or a competitor's but within the same class. We do not have to look for these people among the population of the Republic of Croatia (a very expensive process that usually has a very small sample), but they come to us by themselves.
How many people bought a competitor's product because of our influence? How many didn't? Due to the mechanics of this raffle, participants can buy, for example, competitors' product within a certain group of products and participate in the raffle with it. All participants will be offered double participation if they buy product of our sponsor. How many will cross to our sponsor? How much will they stay true to their brand? How many of them will "bring" the whole society to the sponsor camp? How many participants will participate in multiple classes and will switch from morning coffee to evening beer?
We have the option of comparing data when we are going to promote another brand. In this way (longitudinal approach), the most valuable information is obtained and trends and seasonality can be measured.
Processing of personal data in prize games
When conducting a prize game or contest, companies must ensure that the processing of personal data is done in accordance with the General Data Protection Regulation (GDPR).
We must have the voluntary and unequivocal consent of the participant to process personal data.
Limiting the purpose of data processing
Personal data may be processed only for the purpose of conducting the prize draw. For any other purpose, for example direct marketing, special consent must be obtained.
Reduction of the amount of data
Only the data necessary for the implementation of the prize game is processed.
Storage limitation and transparency
Data must be deleted or anonymized after the purpose for which it was collected ceases. Participants have the right to know which categories of their personal data are being processed and by whom.
When conducting a prize game or contest, companies must ensure that the processing of personal data is done in accordance with the General Data Protection Regulation (GDPR). What are the obligations of the organizer and what are the rights of the participants?
The principles of data protection determined by the GDPR apply to all companies and organizations that store or process personal data of European Union citizens. The law regulating the implementation of the GDPR in Croatia is the Law on the Implementation of the General Regulation on Data Protection (OG 42/18). Given that the GDPR is a binding legislative act, we must apply the principles of personal data protection from the very beginning of the realization of the prize game or competition.
In sweepstakes, the controller is most often the organizer of the sweepstakes, and the categories of data processed are: first and last name, residential address, mobile number, e-mail address.
Considering that prize games are regulated by a special Law and Regulations, it is important to note that the organizer also has a legal basis for processing personal data after obtaining the consent of the participants. For example, the winner's name, surname and address are entered in the Winner's Drawing Record submitted to the Ministry of Finance.
If the value of the prize is greater than EUR 663.61, the organizer must submit to the Ministry of Finance proof of receipt of the prize and the OIB of the winner. This means that the organizer has a legal obligation to collect an additional category of personal data (OIB), but not from all participants, but only from those who have become winners of a valuable prize.
Participants have all the rights prescribed by the General Regulation: information, access, correction, withdrawal of consent, right to data portability and right to deletion. Withdrawal of consent to participate in the prize draw entails the loss of the right to participate, as the participant's personal data is then deleted from the database.
It is not allowed to use the personal data of the prize game participants for the purpose of direct marketing, for example sending a newsletter, but for this purpose it is necessary to ask for additional consent.
Although the Rulebook on organizing prize games does not specify the obligation to announce the winners, it is customary to publish the personal data of the winners in order to familiarize all participants with the results of the prize game.
The Personal Data Protection Agency (AZOP) is the body that oversees the implementation of the General Data Protection Regulation. The Agency has already issued several opinions and solutions related to the processing of personal data in prize games.
What should definitely be avoided is the publication of data to an excessive extent. In one of the decisions published by AZOP in 2022, it can be read that an official warning was issued to a bank. After the end of the prize draw, the bank published the full address and OIB of the winner, in addition to the name and surname. Our recommendation is that, in accordance with the opinion of AZOP, after the end of the prize draw, the name and surname, place of residence, will be published. In addition, information on the extracted account number, which does not belong to the category of personal data, can be published.
The current Rulebook on the organization of prize games was adopted in 2009. In the meantime, there has been a great development of social networks and an increase in the amount of information on the Internet.
The organizers of prize games and contests are obliged to process personal data of participants in accordance with the General Data Protection Regulation (GDPR) and the Law on the Implementation of the General Data Protection Regulation in Croatia.
The general regulation did not significantly change the way prize games are conducted, but it additionally emphasized the obligation of transparency and information of participants. The main document with which we achieve this are the quality rules of the prize game.
In every step of the prize draw implementation, we must be aware that consent only applies to the prize draw; limit the amount of data we process to the necessary data, and take care of technical and organizational measures for secure data storage and processing.
THE VALUE OF A PRIZE GAME IN MARKETING
There are two key elements
which determine whether the sweepstakes campaign
- Ease of participation
- Prize value 💲
The easier the participation...
The easier the participation, the higher the response and the number of registrants. The prize can be , a meeting with, for example, a famous football player or a gift certificate, but it primarily depends on the desired goals and target audience of each campaign.
Desirable item relevant to the brand's product or service
the key is to offer a desirable item relevant to the brand's product or service - as well as strike the right balance between price and the highest possible reward value experienced by the customer.
How much the participant values the prize
The value of the prize is not determined by money, but by how much the participant values it. The association of the award with the brand increases the value of the award and emphasizes the value of the brand.
Another important factor is the value of the prize. As for determining the prize fund, many companies work according to a pre-determined gap or according to the established rule "because that's how it used to be done". Of course, if the reward is something that participants can greatly benefit from, they are more likely to be motivated to participate. However, before deciding on values, campaign objectives should be clearly defined. Unfortunately, many miss the opportunity to be more attractive to their customers by setting a smarter, more appropriate reward.
Either the prize will be a new car, a celebrity meeting or a gift certificate, it will depend on the desired goals and target audience of each campaign. In any case, the key is to offer a desirable item relevant to the brand's product or service - as well as strike the right balance between price and the highest possible reward value.
Game or contest
Prize game or contest: What's the difference?
We've made a detailed comparison to help companies decide which type of promotion is better for their goals - a prize game or a contest.
Element of luck
The main difference between a raffle and a contest is the element of luck. In the prize games, the winners are drawn by random selection, while in the prize competition they are chosen according to a certain criterion or the achieved result. Therefore, in the context of the competition, it is more accurate to talk about the winners.
Different legal regulations are another important difference. Prize games are regulated by special laws and regulations.
Contests have a much broader definition
Social games of knowledge - quizzes from Article 69, paragraph 3 of the Act, as well as various types of competitions in which prizes are awarded depending on the result or based on the decision or assessment of the expert committee, are not considered prize games. (Rulebook on organizing prize games, Article 3 Paragraph (3))
The prize contest includes different subtypes
The prize contest includes different subtypes: knowledge games - quizzes, sports competitions, creative contests, beauty contests, etc. Given that prize contests are not under the supervision of the Ministry of Finance, the responsibility for transparent implementation lies solely with the organizer.
The way to participate in the prize contest can be: writing comments on posts, tagging friends, writing a story or recipe, taking a photo or video. One of the pitfalls of organizing a prize contest is that the expectations of the participants grow with the effort invested. For example, if it's a contest where you have to submit a photo of a dish, the contestant will put in a lot of effort and will be disappointed if they don't win the prize.
Given that the rules of prize competitions are not under the supervision of the Ministry of Finance, they are often written in a free form, so there is a greater possibility of mistakes. Some of them are listed below.
There is no transparency – a common case with contests on social networks. The selection or evaluation process is not transparent or is done independently by one person, which opens up room for irregularities.
The selection criteria are vague or abstract – For example, it is not enough to write "we will choose the best three". What is the exact criterion by which the "best" are chosen?
Unfair Competition - Any mechanism in which individuals or groups of individuals can have a large advantage over others. A good example are contests for the best recipe or photo of a dish, in which food bloggers win. Although probably such a dish was really among the best, the question arises whether the competition is fair.
Cheating - Almost every online contest that is conducted with a game, such as a memory, a speed quiz or a simple game, brings with it individuals who try to cheat in various ways - from ingenuity to cheating using special programs. Then unrealistic and impossible results appear, resulting in negative publicity and complaints. Sometimes this can no longer be unraveled, because it is impossible for the organizer to discern which participants are cheating. Because of the above, we do not recommend this type of competition.
Fake Profiles – there are people with hundreds of fake profiles that increase their chances of winning a prize. An uninformed organizer will be satisfied with a good turnout, when in reality most applications will be from fake profiles to gain an unfair advantage.
For any kind of cheating and manipulation attempts with fake profiles, the rule applies - the higher the reward value, the more likely individuals will try to cheat. This stems from the nature of the mechanism where without purchasing a product and with little effort, one can win valuable prizes.
Frivolity and carelessness in implementation - It happens with tenders on social networks, especially with smaller companies. For example: not following the rules, forgetting to choose a winner, not following deadlines and the like.
Concealed raffle – The organizer calls something a contest, advertises it as a contest, receives applications for the contest, and at the end draws the winners by random selection. As soon as there is a random selection, it is a prize game and must be reported to the Ministry of Finance.
The same is true for promotions of the "every application wins" type, in which everyone is given some small promotional product, and several valuable prizes are distributed by random selection (or worse, it is not described according to which criteria they are distributed). This is also a hidden raffle without reporting to the competent Ministry.
Even when the organizer pays attention to the details in the implementation of the competition, the mechanism should be taken into account.
One of the mistakes when choosing a mechanism is combining the elements of a prize game and a contest. For example, in the absence of time to organize a raffle, and with the goal of increasing sales, the company instead of a raffle makes a contest that combines two conditions - the purchase of a product and an additional creative task. A relatively small number of customers are ready for this kind of engagement. If customers are expected to buy a product to participate, it's better to make a raffle and give everyone a chance to win.
When to choose a prize game, and when to choose a competition?
In most cases, a prize game is a better mechanism for a simple reason – it is a transparent type of promotion that provides an equal opportunity to win prizes to all participants who meet the conditions set out in the rules.
Raffles are used to increase sales, brand awareness and attract new customers or users.
One of the goals may be to reward existing, loyal customers. We often receive an email from the winners thanking them for the award they received, in which they write how happy they are to have been awarded because they "love our biscuits" or "have only bought our coffee all their lives".
Contests are good for increasing interaction on social networks, and for this purpose they are used by larger companies aware of all the challenges in implementation.
and you can have
How to have a huge number of participaNTS
We reach 500,000 participation in our prize games! How can you achieve it? It is necessary to understand your customers.
So let's start from the basics and show you how it can be achieved.
It takes time
A well-executed contest campaign can have long-lasting impacts on a business on many levels. It‘s cheap, simple, and it takes up little time for a brand to deliver it. On top of that, its upselling potential is one among the highest in the area of dialog marketing services. But it take time and it rarely grow overnight.
Attract new customers
Without doubt, an increase in product sales is the ultimate goal of a contest campaign, as much as it’s a tell-tale sign of its proper execution. A successful campaign has the power of attracting new users, reactivating passive current customers, and encouraging upselling—all of which are major drivers of sales. The best way to do it is to introduce some new methods and shake the old ones.
Shake your current users
Brands often use contests with the primary goal of enticing user engagement, and rightfully so. Contests have a high rate of customer response. However, contests are equally valuable for engaging previous customers as well. For that reason, it’s important for each brand to put an effort into maintaining a customer database, to make way for an easy path to reaching out to customers via direct response channels, such as WhatsApp, Facebook messenger, etc.
Effective way of raising a brand’s visibility
When there’s a chance to win a high-value prize, participants are motivated to give their information and give answers to questions. It’s a great opportunity to gather important data about users and gain a better understanding about your customer base.
There are 7 factors that have a compounding effect on a campaign’s success rate:
1 The concept of the contest
The concept of the contest is the key to its campaign’s success. Before realizing any aspects of the contest’s concept, it’s important to define the desired goals and expected outcomes. A campaign focused on rewarding current customers with special offers and discounts will be entirely different from a campaign aimed at promoting a new product. The general rule: the simpler the concept for the end user, the more successful the contest will be.
The two most commonly used types of contests are competitions and giveaways.
Contest competitions are based on a basic concept—participants compete against one another in order to win a prize. A winner is decided based on specific winning criteria: who is the fastest, skilled, creative, or all at once. There are countless ways for implementing contests, and it’s right here when a brand’s creative gets the opportunity to shine.
A giveaway is a type of contests where every participant gets the same chance to win a prize, and the winner is often chosen randomly. For example, a participant is required to answer a simple question via SMS. However, the entry requirements may vary drastically. In some campaigns it’s required to pay a certain amount for participation, while in others it’s necessary just to enter an email.
2 Target audience
Who would be the ideal customer? Building a contest marketing strategy without knowing your audience is like fighting a losing battle—defining buyer personas is a crucial factor in any modern marketing strategy. Establishing the audiences’ demographics, such as age, education, location, career, and lifestyle provides a solid foundation for building upon the following elements.
3 Participation channels
Once the target audience is specified, the next step is to decide on the most effective channels to use for participation. Today there truly is no shortage of communication channels. Let’s name a few: SMS, Chatbots, Web forms, WhatsApp, Viber, Facebook Messenger, Telegram, Push notification. Each of them comes with its pros and cons. For instance, SMS is an effective channel when it comes to general channel applicability, reach, and open rate. But, compared to WhatsApp, is more costly and comes with less content possibilities. Choosing the most suitable channel entirely depends on the target audience and the campaign’s business goals, so it’s best to work over all the options during the contest concept definition phase. For achieving a greater reach it’s desirable to include additional channels. An example of that would be adding a voice channel, which is a suitable way for engaging an older audience who has difficulties with typing. Another example is adding web push, in case the brand has its own website.
4 Creative direction
A staple of a successful modern market strategy, creative direction is a make-or-break factor for brands today. It’s a powerful, often overlooked tool which allows connecting with an audience on a deeper level. Successfully transforming a campaign’s concepts into finished visuals and copies, aligned with the target audiences’ preferences, will positively impact the number of participants—as well as attract new users to a brand.
5 Contest promotion
Half of marketing is creativity, half is promotion. Once a contest is set up, it’s time to attract participants to enter with mobile and instant messaging online ad campaigns. Social media ad campaigns are the go-to promotional tool, although there are other effective methods. Here are some ideas: email campaigns, sharing on social media, and adding a CTA banner to a brand’s homepage. When it comes to contests, building urgency among participants is an especially effective method. To them, a special limited-time offer comes across as motivation to act fast, in the sense that if they don’t take the offer right away, they will miss out on something valuable.
6 Campaign management and result tracking
Putting all the efforts into a campaign is counter intuitive if you’re clueless about if it’s working at all. To make the most sense of any campaign—and identify the best options for future campaigns, it’s key to implement live campaign monitoring and keep track of conversion data in real-time. By doing so, you are able to measure the return on investment (ROI) of your campaigns. This allows you to determine the cost-effectiveness of your efforts and make informed decisions about future investments in this area.
7 Legal and regulatory frameworks
Organizing contests can be legally demanding, and it comes with certain risks. In most countries it requires writing the Terms and conditions of a contest, and the approval from the body of authority (e.g. Ministry of Finance). In some countries lottery is considered a form of gambling and requires paying a fee in order to participate, even a license to run a campaign.
Sweepstakes, raffles, free prize draws, giveaways…the definition of each of these varies from country to country. Robust terms and conditions are a must-have, and navigating the legal landscape can cause many headaches—especially in cases when prizes are of high-value, such as cars. However, when carried out properly, international contest campaigns can have a highly rewarding impact on a brand.
types of prize games
Which type of prize game and application channel should you choose?
One of the first steps in organizing a prize game is to choose a mechanism. There are many ways to apply, and below we present a description of the three most common
WhatsApp prize game
The form of the prize game, which allows the upload of multimedia messages, ChatBot communication with participants and everything that other types of prize games can do, is becoming more and more popular as the main choice of channel for entering the prize game.
Web - Online prize game
In the case of an online prize game, participants register by filling out a form on the website. Most often, it is the official page of the organizer or a special microsite for the prize game.
If the online form is published on the organizer's page, it can be published in the news section or as a separate landing page.
SMS prize game
Until recently, SMS was one of the most popular ways to sign up for the prize draw. Participation is simple - it is enough to send an SMS with the necessary data to a special short number.
In Croatia, applications for prize games are sent to numbers of 5 digits in the format 60xxx, and the price of the sent SMS is EUR 0.32.
Other types of games
Other forms are determined by the customer. Card holders and banks – The card user must register on the website. After successful registration, each card transaction is automatically entered into a prize draw.
Loyalty programs – A member of the loyalty program within the mobile application or on the website gives his consent to participate and every time he uses his loyalty card, he automatically gains entry into the drawing (if he has fulfilled the conditions set out in the rules, for example a transaction in a certain amount).
Coupon raffles - Participation in coupon sweepstakes is achieved by filling out a coupon and inserting it into a box or sending it by mail.
What is the best way to enter the prize game?
Each method of registration has its advantages and disadvantages, and the choice of mechanism mostly depends on the specifics of the brand - who are the customers or users, whether there is a risk of fraud, how often they use the product or service.
In addition to these four types, there are other similar methods of application - for example, some clients even today chose ancient ways of prize games like coupon raffles. Participation in coupon sweepstakes is achieved by filling out a coupon and inserting it into a box or sending it by mail. Given that these are two different subspecies, we will explain who uses this mechanism and why.
Raffles in which you have to fill in a coupon and insert it into a box are most often conducted by companies that have their own sales network, for example chain stores. This sweepstakes mechanism will typically result in the highest number of entries, but it has many drawbacks. It is logistically challenging because each point of sale must have a box, the boxes must be in a visible place, and each box represents a database. This means that records should be kept on how each box is handled and who is responsible for it, and care should be taken to ensure the security of this data.
After the boxes have arrived at the central draw location, it is necessary to check whether all the boxes have arrived before the draw. Entries must be well shuffled for manual random drawing. Given the specifics of the retail sector, it is very challenging to conduct this type of prize game in a transparent manner, and the complexity is greater with a larger number of sales points. This mechanism is therefore recommended for local prize games - for example, when opening a new store.
Raffles in which you have to fill out a coupon and send it by mail are most often conducted by print media with the aim of increasing sales. Customers must collect a certain number of coupons, which means some dailies will be purchased multiple times a week, sometimes even every day. Although there are fewer and fewer such prize games, it is relatively easy for the media to obtain prizes that can compensate for advertising space.
We often use a combination of several different entry methods to allow a wide range of people to participate, and the draw is conducted from a unified, central entry database.
Did you know that a fifth of the winners sell their prize online? Next time, after the raffle, go straight to local pages (like ebay) and grab a good opportunity!
Consolation prizes are of medium value for a third of the winners - "undesirable". Namely, motivation is their main reward and they do not see the consolation prize as valuable.
Frequently Asked Questions
How to organize a prize game?
SMS prize game, online applications, chatbot for prize game, mailing or filling in coupons - we've done it all before and know what to watch out for in the technical realization of a prize game.
The most important step is the drawing of winners, which must be regular and transparent.
For some clients, we handle the entire logistics of prizes - selection and procurement, contacting winners, packaging and shipping. The participants patiently waited for the winners to be drawn, they are looking forward to the prize and we want that experience to remain in their fond memories.
A good response to the raffle is the goal of every organizer. The number of registrations and participants can be monitored in real time on the user pages of our platform, and after the end of the prize game, we make a statistical report that is very detailed!
What do you need to do to participate?
It is necessary to pay attention to the number of different products that are included in the prize draw.
For example, if it is about batteries, the condition for participation can be the purchase of any product of a brand (a large number of different items) or the purchase of products only from a certain category. The wider the assortment, the better the response to the raffle.
The range of products included in the raffle must not be too small, because the response to the raffle will also be modest. If we have a campaign for the promotion of a new flavor of a popular drink, it is better to include all products in a raffle (and focus on the new flavor in the campaign), than to make a raffle in which the condition is to buy only the drink with the new flavor.
Where is the prize draw held?
• All points of sale in the country (national prize game)
• Sales points of a certain retail chain (tailor made prize game).
Both variants can be successful - a national sweepstakes is often accompanied by a strong marketing campaign, and a tailor-made sweepstakes has better visibility at points of sale and in the retailer's catalog.
A special category are prize games organized by retail chains in their own sales network, on the entire range of products on offer. Such sweepstakes are usually the most successful, as retailers introduce customers to the sweepstakes through all available channels. A popular way to enter a vendor into a sweepstakes is to provide a customer with an additional entry into a drawing to purchase selected products.
After purchasing, participants report their account number or unique code. Sweepstakes with unique codes can be extremely successful, but must be planned in advance due to the printing of codes on packaging and marketing.
How do participants apply?
Some popular channels for entering the sweepstakes are:
• Filling out the online form
• Sending SMS
• Registration in the mobile application
• Logging in through a chatbot (for example WhatsApp).
Most often, we use a combination of an online form as the simplest channel and an SMS that the participant can send even if he is not connected to the Internet.
How long should the prize game last?
Given that the prize game takes about a week to gain visibility, the optimal duration is six to eight weeks.
In order to avoid choosing the wrong lottery mechanism, it is good to ask the following questions:
• What is the main goal of the raffle? This can be: increasing sales in a certain period, finding new customers, support in the launch of a new product, increasing the number of card transactions, increasing the number of loyalty program users, and the like.
• How often does the customer use or consume my product? Is it on a daily, weekly or monthly basis? For example, someone will buy a liter of milk every day, while filling the car with fuel once every two weeks.
• What is the minimum amount a customer must spend to qualify for participation?
• What is the price of the cheapest and the most expensive product that is included in the promotion?
• Will we encourage the customer to buy and consume the product more often if we have daily and weekly rewards?
• Is it realistic to expect the customer to buy two or more products at once because of the prize draw? If it's a brand that has a wide range, that's fine. If it is a type of product that the customer uses over a long period of time, for example laundry detergent, this means that the second package must be stored.
• How many outlets will be included in the prize promotion? What will the support be like through promotional materials, catalog and ads?
• Can we have instructions for participation on the product through a special label or sticker? Is a unique code application possible?
Depending on the main goal and the answers to the other questions, we determine the ideal mechanism and the desired results.
What makes a good prize pool?
Clients often ask us: Is it better to have one big award or many smaller ones? Raffles are an impulse promotion, and in the ideal case we have a big main prize that is the object of desire of a wide circle of potential customers. In addition to the main prize, it is good to have smaller prizes in order to reward a larger number of customers who will remember the prize draw fondly.
Technical implementation of the prize game
Technical implementation means ensuring all technical solutions for receiving applications for the prize draw and processing them in an appropriate manner. Depending on the method of registration for the prize draw, it can be:
• Creation of a landing page (destination) website for the prize draw
• Creating an online form
• SMS gateway system for receiving and sending SMS
• Integration with mobile application
• Creating a chatbot application.
Personal data must be collected and processed in accordance with the General Data Protection Regulation (GDPR).
When creating an online form, you should take care of transparency and ease of filling.
In addition to receiving applications for the prize game, it is necessary to process data in accordance with the rules of the prize game. For example, to ensure that one account number or one purchase only enters the competition for prizes once, regardless of the method of application.
Administration of the prize game
The rules are the most important document in the organization of the prize game. The rules determine the conditions of participation, describe the method of application and determine the method and schedule of drawing winners.
In addition to the rules, it is necessary to draw up a record of the prize drawing.
Prize games are regulated by special laws and regulations, depending on the country and the market, and it is necessary to seek approval of the rules of the prize game from the competent authority. The equality of all participants and the equal opportunity to win after meeting the conditions for participation must be ensured.
Sweepstakes rules can be a powerful tool to prevent attempts to cheat and gain an unfair advantage in the draw. In the rules, we can specify that a particular account number or code may be reported only once. We may also limit the number of entries per person and determine that one person can only win one prize. That way we will reward a larger number of different customers.
When the winner is drawn, it is necessary to draw up a record of the draw, which is submitted to the competent authority.
The rules of the prize game and the results of the draw are usually published on the Internet. In addition to the publication of the rules and the promotion of the prize game, we provide support for customer inquiries related to the prize game. It is good to highlight the contact email or phone number for inquiries on promotional materials. If the organizer has a Customer Service, colleagues should be informed about the prize draw and possible inquiries so that customers receive a timely and accurate answer.
How are the winners drawn?
The drawing of the winner is the most important moment of every prize game. The draw adds an element of excitement and unpredictability, because every entry can become a winner.
The draw must be fair and transparent. As an agency, we assume the role of an independent party that oversees the draw alongside the client's representatives in the commission. In this way, clients have insight into the entire process of drawing winners, which is conducted by a third, impartial party, by random selection.
Representative way of drawing is through our own application developed specifically for the needs of the prize game draw - the serial numbers of applications change on the screen, and at the moment of pressing the big button, a random number is generated and the application under that serial number is retrieved.
We guarantee a transparent draw through procedures that we have developed over the years. We can record the drawing of the main prize with professional equipment and a leader or moderator for the purpose of publication on television or social networks.
After the draw, it is necessary to contact and inform the prize winners.
Selection, purchase and delivery of prizes
A good prize fund has the greatest impact on the outcome of the prize draw. We help clients in creating a reward strategy, that is, in choosing the type of rewards and the dynamics of the draw.
According to the dynamics of the prize draw, they can be:
• Daily prizes – drawn between entries for each individual day of the prize draw
• Weekly prizes - drawn between entries over a period of one week, usually from Monday to Sunday or seven days in a row
• Main prizes – one or more prizes, drawn at the end of the prize draw among all entries
Sometimes the prize draw is divided into prize rounds of arbitrary duration, for example 10 days or 2 weeks, so the prize drawn for that round takes on the role of a "weekly" prize.
How many prizes are needed for a good raffle?
If the duration of the prize draw is longer than a month, it is good to have weekly prizes. With sweepstakes for products that customers can consume daily or several times a week, it's good to have daily prizes.
If there are no daily and weekly prizes, in the final draw it is good to distribute a number of smaller prizes in addition to the main prize, in order to reward as many customers as possible.
The amount of prizes to be insured depends on their value.
In case the daily or weekly prizes are the organizer's gift packages (or similar prizes of lesser value), the number of such packages should be at least 100.
With gift cards, the amount should be from 5 to 50 per week, depending on their value.
What kind of prizes to give?
What prizes go best in sweepstakes? In the following, we present a brief overview based on previous experience.
The most attractive choices for the main prize are:
1. Non-series prizes (apartment, apartment on the sea, large and sound sums of money like €100,000)
2. Cars (premium car, electric car, family or city car)
3. Consumer cards (values from €15,000 to €1,500)
4. Motorcycles or scooters
5. Valuable devices (top smartphones, TVs, laptops)
6. Reward trips (arrangements or vouchers for travel agencies)
7. Bicycles and electric bicycles
8. White goods and gadgets (sports watches, electric scooters).
For major prize games, even the weekly prizes will be selected from this list. Otherwise, consumer cards of smaller amounts are a good choice for weekly rewards, as well as store chain gift cards and the like.
Daily prizes are usually gift packages with the organizer's products, gift cards of smaller amounts and the like.
In any case, the prize should be useful for the winner - avoid expired goods and generally poor quality products. Don't associate your brand with that kind of rewards.
Procurement and delivery of prizes
In addition to creating a reward strategy, we can also handle the complete reward procurement process for clients – from cars and consumer cards to smaller rewards.
After drawing the winners and contacting them, we move on to sending the prizes. If the prizes are ready, we want to send them to the winners as soon as possible to make their experience even better. Handing out a grand prize like a car is a new opportunity to capture and photograph those moments.
We source all packaging material from verified suppliers in an appropriate manner – custom-made boxes, branded boxes, foils with air cushions, filling material, etc.
We send prizes by courier or registered mail. In both cases, the winner receives an SMS with a shipment announcement and a tracking number. If for any reason the winner has not claimed the prize, for example in situations where the registered parcel is undelivered at the post office, we monitor the status and contact the winner by phone to remind him to collect it.
We manage the prize distribution process from packaging to collection.
It is important to have an active monitoring of the results of the prize draw during its duration and after its end. If the response is not in line with expectations, an additional promotion can be made while the prize draw is still valid. For example, through increased advertising through digital channels or promotion at points of sale.
The parameters we want to monitor are:
• number of applications by channel
• number of unique participants
• number of new participants
• overview by days and weeks
• response by individual sales points
Our platform enables monitoring of all this data in real time.
For national sweepstakes, through our own algorithm, we provide a very precise assessment of response according to sales channels, including the ratio of the number of applications from different retail chains.
When it comes to a raffle in one retail chain, we can monitor the response for each individual point of sale. If the main prize is a car, very often the largest number of entries will come from the particular sales point where the car is on display.
After the completed project, we make a detailed report for clients, which we affectionately call google analytics for prize games. It contains a graphic representation and analysis of all relevant parameters.
Organizers often want to know the benchmark for the success of a sweepstakes. On the basis of previous projects, we can determine the expected range of the number of applications depending on the prize fund, the venue, the purchase condition and the like.
However, it is best to continuously monitor the response to your own sweepstakes and draw informed conclusions based on statistical reports. Thus, the client can conclude for his brand which mechanism brings the best result and which prizes were the most interesting to customers.
In the end, both clients and we have the same goal - to organize a raffle with an excellent response and experience for customers, and to reward the happiest ones with valuable prizes!
We are here to help
Please do not hesitate to contact us with any questions.Until then, check out the frequently asked questions and answers below, because we may have already answered them!
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