Being a proud sponsor of the promotional archive PastPromotions.com, PromoNow has collaborated with Past Promotions to collate almost 350 shopper activations including prize promotions and experiential events. As 2024 comes to a close, here are all the insightful statistics that were found to help build better promotions and get more brands involved in the space.
The film industry is a common partner for many brands in FMCG and CPG. A common prize offered in these movie partnership promotions usually consists of vouchers or gift cards for cinema screenings and merchandise.
Partnerships with another brand are a great way to connect with audiences outside of the usual target demographic and give brands exposure to audiences outside their expected demographic.
Prize draws overlap with instant win mechanics often, wrapping up prize promotions with a draw - containing new prizes and unclaimed prizes from the instant win portion of the promotion that ‘rolls over’.
Vouchers and gift cards are a great way to include more prizes in the promotion and if they’re for your brand, it’s a great way to encourage shoppers to try the product(s) for free and then potentially buy in and continue to purchase from your brand even without the gift card or voucher.
There’s a common misconception in the industry that ‘cash is king’, whilst it is a highly desirable prize for shoppers - when it’s awarded, it’s often used towards bills or debts which, whilst may be valuable, it means that brands lose out on the chance to create a truly lasting memory with their prize offering.
Brands also lose out on the opportunity to offer a prize that deeply resonates with audiences. Cash is a reliable and easy generic prize, but there’s no particular factor about cash that may make it special to a particular audience outside of its monetary value.
It’s rare to see prize promotions not include a form as it’s a valuable integration that allows brands to collect first-party data and garner a better understanding of customers and shoppers as well as a chance to encourage marketing email sign-up, particularly if the entrant frequently enters promotions. ISO27001-compliant data processing is an important factor here.
Receipt validations are usually either receipt validation or receipt robotics - the difference is the manual or automated nature of the process. Receipt robotics “is a method of validation which involves the automated analysis of receipts. The AI used within receipt robotics can be customised to recognise any product, any retailer, anywhere.”
It should be noted that a ‘microsite’ specifically refers to a promotional website, at a domain separate to a brand’s main website - as opposed to a webpage on a brand’s main site which is dedicated to a promotion.
Microsites are a way for brands to be specific and focus attention onto a given activation, promotion, campaign, or more. It creates a direct digital destination for shoppers to engage with brands. We see promotional microsites most often in prize promotions in the shopper activations space as a digital stop to host entry forms or as the main place to host important promotional information, and build deeper brand engagement
However, just as easily, these microsites can be used to host information about experiential activations like promotional events or used as an always-on promotional microsite to continually encourage shoppers and consumers to engage with your brand.
PromoNow will continually work with Past Promotions to bring the best insights from the promotional industry to readers. Keep an eye on the Insights page or follow PromoNow on LinkedIn to get the latest news and stay keyed in on what’s happening in the shopper activations space.
Visit promo-now.com/contact to learn how PromoNow can help you create engaging brand activations, or contact one of our experts on +44 (0)20 380 555 38.
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