If you’re anything like me, you love to win free stuff.
I won a Twilight trivia game that landed me free movie tickets, and out of the million times I’ve called in to radio stations I won a pair of tickets to a favorite rock band of mine. But out of all the contests I have ever entered, I have never won an online contest... that is until this week!
And that is not to say I don’t try; in fact, I regularly text in keywords from a contest I hear on the radio and even have tweet notifications turned on for some of my favorite brands that often do giveaways. But I know I won’t spend my effort on entering a giveaway if I think the reward isn’t fulfilling.
So this got me thinking about the ins and outs a brand considers when deciding to do a giveaway -- where the entries will be received, what information they need to submit to enter, what they will be giving away and most importantly, the reason why they are running a giveaway in the first place.
The giveaway I recently won was a yearlong membership for Saged, an app that delivers daily wisdom through articles on staying grounded. I am a frequent user of the free app, so I knew that this giveaway was well worth my time.
I entered the giveaway on Instagram by following a few accounts and tagging three of my friends. This is an easy way to rack up new followers and gain more visibility for the brand. But I noticed that most of the people who were tagged in the post didn’t bother entering themselves -- most likely because the people tagged are not incentivized to have a membership to an app they don’t care to use.
This led me to believe the goal of this giveaway was to have more Saged users upgrade from a free membership to a premium membership, in hopes that those who didn’t win will upgrade their subscription.
As one of the giveaway winners, I’ve been using the app to its full potential these last few days, and I can certainly say I would pay for a premium membership once my free year is up.
What are some things you keep in mind and the goals you have when running a giveaway for your brand?