The Value of Sweepstakes and Games Marketing: Driving Engagement and Customer Engagement

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Written by David Daniels with Nicholas Einstein and Joe Laszlo Publishers Clearing House, The Relevancy Group, Acquistion Marketing, Sweepstakes

    About: Published July 2017, The research finds that the fastest growing acquisition tactics in 2017 are contests, giveaways and sweepstakes. One third of marketers stated that they plan to implement these strategies this year and such adoption would rival that of other channels including social and promotional email.

    Key Questions:

    • Which acquistion and customer engagement strategies are increasing?
    • What role does identity management and People Based Marketing play in the role of sweepstakes and game marketing?
    • How effective are these tactics and how do they impact revenue and results?
    Report Findings: 
    Marketers must work with a sweepstakes provider that can deliver acquisition and customer engagement tactics at the individual or people-based level. Marketers should work with network partners that can combine identity, purchase and interest data, which provide a richer set of data about target consumers and motivate these shoppers to convert. Marketers must also understand the value of their email subscribers and/or customer lifetime value and ensure that it is in line with their customer acquisition costs. This data is the currency for marketers to gain more budget dollars to fund customer growth initiatives. Marketers seeking to leverage people-based marketing methods or robust user acquisition/engagement must utilize sweepstakes and games. There is a clear benefit for marketers that are working with network partners that offer sweepstakes and games as customer acquisition vehicle, as they are driving more monthly revenue than those that are utilizing other engagement and acquisition methods. Leading brands including McDonald’s, Ford, Coca-Cola, Delta and many others utilize sweepstakes to connect with customers.
    The Research: 9 pages, 7 graphics, 3023 words
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