Publié par Cassandra Vermeulen le 09/05/17
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Product promotion is an important strategy for advancing your brand's sales and marketing goals. It is part of the product process from the creation phase through to the end of the life cycle and requires the use of all your communication channels. Marketing games and contests are an excellent advertising medium for addressing issues related to product promotion. Learn about how to effectively use marketing games at each stage in your product's sales cycle.

Teaser games to announce your product launch

Teasing a product lets you create buzz during the pre-launch phase, even before your product's official release date. This approach can be used when adding a new product to your catalogue or releasing an updated version of an existing product. During this stage, marketing games can be used in various ways to create hype and generate interest.

  • You can encourage consumers to discover the product’s name, shape, or packaging.

  • Pair it with a hashtag to create a viral social media campaign.

  • Let subscribed customers get a sneak peek.

  • Ask for feedback from the community and add the finishing touches to your product before the launch date.

  • Collect data on players that are interested in your product so you can contact them again with a personalized message after the release date.

  • Inform players in an interactive way and let them pre-order the product.

  • Reap the benefits of press coverage by creating buzz through an innovative teaser game.

Launch your marketing game at least three weeks before your product’s launch to promote user engagement.

GAMES TO SUPPORT YOUR PRODUCT ROADSHOW

Are you planning on taking a promotional tour? A product's life cycle is often punctuated with demos, events, and trade shows to maximize its exposure among its target audience of consumers and distributors. These events are excellent opportunities for your brand to grab the limelight through marketing games.

 

Such an approach lets you drive traffic to your booth during off times and collect data about your visitors during peak traffic periods. It is sometimes difficult to speak with every visitor at these events. Offer a game that is fast and appealing, and take advantage of peak times to encourage visitors to leave their contact information with just a few clicks using the game. This is an effective w ay to follow-up with your contacts after the roadshow and analyse the event after the fact.

GAMES TO SHOWCASE YOUR PRODUCT ON THE SHELVES OR ON YOUR E-COMMERCE SITE

Launch a multi-channel game to promote your product to customers at any time, anywhere. Mobile technology is a key component of this approach. The goal is to connect the various devices customers use to maximize your participation rate.

For example, you could involve your points of sale. To make products stand out on the shelf, brands reach out to their distributor network and implement special operations at the point of contact with consumers. It's increasingly common to find marketing games and contests on in-store advertising, product packaging, or receipts. You can also add banners about your game to your e-commerce site and advertise it through your social networking accounts to create a viral response.

GAMES TO SHOWCASE YOUR PRODUCT'S HIGHLIGHTS

Between fashion, sports, culture, and holidays, the seasons are full of traditional events and iconic moments. There are at least three opportunities a month during which you can promote your products in a fun and festive environment.

 

Some products fit in naturally with certain events, such as duo packs during Valentine's Day, while others can be presented with special packaging. This approach is typically used with strategic products as it requires a significant budget and must be planned far in advance.

 

You can also promote any product by making it match the season through marketing games. This strategy lets you quickly and easily tailor your branding to each occasion and roll it out to all your communication channels. Marketing games can be part of an effective and seasonal cross-channel strategy.

GAMES TO EVALUATE YOUR BRAND REPUTATION AND BOOST YOUR PRODUCT SALES

Marketing games are above all interactive. They are based on players' goodwill and rely on authentic exchanges between the brand and its consumers. This makes games the perfect way to ask for customer feedback; you can even use them to improve your product through a participative marketing approach. There are several types of marketing games that can be used to assess your product's reputation. For example, you can survey your users, find out about their preferences via a voting feature, or harness their creativity through User Generated Content.

 

The data generated by your marketing game campaign shows you which products you should focus on promoting first and to which consumers. Send them customized incentives like discount coupons and reimbursement deals to strengthen your relational marketing strategy. In doing so, you'll have set the stage for increasing your conversion rate with respect to purchases.

 

Marketing games can be a part of each phase of your product promotion strategy through a close-at-hand approach to customer relations. They allow you to:

  1. Increase and strengthen your product's reputation, thereby making it more well known.

  2. Increase your product's visibility on the shelf at points of sale and on e-commerce sites.

  3. Help users try your product.

  4. Increase your product's purchase frequency and build loyalty among a community of customers.