The secret ingredient of impactful communication is knowing who you’re talking to and adapting your message to each consumer (or each consumer segment). To get to know their audience and understand their needs, brands can share a marketing game in the form of a personality test.

This fun, interactive marketing format is also a tool for collecting relevant data on prospects and customers. Thanks to this mechanism, companies can qualify their database and personalise their purchasing experience according to each profile.

In this article, we share with you the uses of personality test in your marketing strategy. You’ll find practical advice on how to create a personality test, and how to adapt this format to your objectives.

SUMMARY

• Why create a personality test ?
  
• Our tips to create an original personality test
  

The personality test is a format that is recognisable to users, who have undoubtedly already completed one. While the paper version was purely for fun, the digital version has become a marketing tool for brands that want to get to know their target audience better. All the while offering them a personalised and captivating shopping experience.

Here are the different ways in which a personality test can optimise a marketing strategy.

1. Refine your customer knowledge

The main purpose of a personality test, for the person completing it, is to learn more about themselves. For the brands that distribute them, this format serves the same purpose: to collect data on the preferences, needs and aspirations of their customers.

The advantage of a personality test over a traditional data collection format is that it provides specific insights. The retailer will be able to segment its audience finely and qualitatively (in terms of purchase intentions).

Example: ASOS shares a personality test in the form of a Quiz ‘What is your ideal wardrobe?’. The aim of this mechanism is to find out its customers’ fashion preferences in order to offer them selections of items. The brand was able to segment its users according to their style (casual, business, sportswear).

2. Boost brand awareness and generate new leads

The latter can capitalise on this reputation to generate traffic on its platforms (digital or physical), collect email addresses (via a test access form), etc. It’s a powerful tool for fuelling nurturing campaigns and expanding your database.

Example: On Valentine’s Day, the Qui Veut du Fromage brand launched a personality test to promote Caprice des Dieux, giving the brand high visibility. Integrated into a global campaign (TV, digital and in-store), the game engaged customers and prospects, while stimulating sales. It was also used to recruit qualified leads for retargeting campaigns.

3. Convert new customers, online or in retail (drive-to-store)

This format (distributed via media campaigns on social networks) can enable brands to redirect users to their sales channels. Depending on their strategy, they can direct them to their e-commerce site or in-store as part of a drive-to-store strategy. This marketing game can be used as a lever for upselling/cross-selling when it is shared post-purchase (in the order confirmation email).

Example: Altarea Cogedim launched the Summer test campaign to energise its shopping centres during the summer sales period. The aim of this personality test was to generate traffic and stimulate purchases. At the same time, it engaged the community and boosted the brand’s visibility. The result was the recruitment of new fans, leads and opt-ins. All of which contributed to enriching the database and maximising the impact of the summer highlight.

4. Customer satisfaction and loyalty: strengthening long-term relationships

In this way, brands improve customer satisfaction and loyalty by offering them an enriching experience.

Example: With its ‘Which series character are you? test, the VOD platform Netflix was able to create a fun interaction and engage its subscribers. All this while gathering data on their content preferences to refine its recommendations and increase satisfaction.

To create an impactful personality test, it’s important to design a campaign that’s tailored to your objectives. Here’s our advice on how to optimise this format and turn it into a more effective marketing tool!

1. What results and objectives to aim for with a personality test

The first step is to identify the objectives that the brand wants to achieve (data collection, visibility, improving conversion rates, etc.). Depending on these objectives, the questions asked and the channels through which the test will be distributed will not be the same. For a conversion objective, the mechanics will be more important in-store on an interactive kiosk or integrated into the purchase path on the brand’s e-commerce site/application.

2. How to personalise a personality test?

Pour qu’un test soit impactant, il doit s’intégrer dans l’univers de la marque et répondre aux attentes de son audience. Il est important de bien : 

• Personnaliser les questions : en adaptant la thématique et la tonalité afin que le format soit immersif et engageant ; 
• Offrir des résultats sur mesure : proposer des profils personnalisés qui correspondent aux catégories d’utilisateurs ciblés. La marque peut associer chaque résultat à une recommandation. 
• Adapter le design de la mécanique en respectant la charte graphique de l’entreprise pour garantir une expérience cohérente avec son image de marque. 

3. What types of questions should be included in a personality test?

To ensure user engagement, it is advisable to vary the question formats:

• Single or multiple choice questions to collect product preferences;
  
• Rankings or associations to measure tastes or purchasing behaviour;
  
• Open-ended questions to incorporate more specific opinions (optional).
  

4. How to manage prizes to boost participation?

• Choose rewards that correspond to the target audience and are in line with the brand’s universe or the marketing highlight;
  
• Opt for automatic distribution to make prize management easier. With Adictiz, it is possible to configure the delivery of rewards (promotional codes, vouchers), which makes the user experience much smoother;
  
• Establish clear rules for participants, such as session limits per person, winning conditions, etc.
  

5. Can I track and analyse the results of my campaign?

Yes, most tools, like Adictiz, include a reporting module that allows you to :

• Real-time monitoring of the data collected
  
• Analyse shared responses to refine customer knowledge.
  
• Export the data to your CRM (via a suitable connector) for future marketing actions: personalised emailing sent from the same platform, targeted advertising on social networks, etc.
  

6. Can someone take charge of my campaign?

Companies that lack the time or expertise to design and manage their marketing campaign can outsource it to a specialist team. At Adictiz, our team can take care of :

• Design of the marketing game (questions, results, graphics).
• Putting the campaign online and setting its parameters;
  
• Publicising and publicising the campaign;
  
• Performance monitoring and analysis.
  

7. How to ensure the success of a personality test?

Pour finir, voici quelques conseils pour maximiser l’impact du test de personnalité. 

• Diffuser le test sur plusieurs canaux (site web, réseaux sociaux, newsletters). 
• Privilégier un message clair et un parcours utilisateur simple pour inciter à la participation. 
• Mesurer les performances et ajuster la campagne si nécessaire. 

Conclusion

Online personality testing is a powerful marketing tool that will enable your company to engage its audience at every stage of the customer journey. With a solution like Adictiz, you have the tools and expertise you need to design high-impact campaigns that are tailored to your needs and memorable for your users.

SUMMARY

• What are the different objectives of an online One-Armed Bandit?
• 6 tips for programming a One-Armed bandit game

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

2. Promoting your brand community and points of sale

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

• Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;
• Le nombre de dotation qu’un joueur peut remporter ; 
• Le nombre de rouleaux (jusqu’à 6). 

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

6. How to boost the visibility of your gamification campaign?

Conclusion

Culture is a crucial sector in France, because it helps to preserve our historical heritage and put the country on the international map. But it is also a sector that has suffered from the pandemic.

To revitalise cultural sites and experiences, and improve visitors’ experience of them, marketing gamification is an effective lever to explore. Integrating game mechanisms into areas such as leisure, culture and tourism makes the customer experience fun, interactive and memorable.

Thanks to interactive marketing experiences, visitors to a cultural venue are no longer passive spectators. They are immersed in the history of a venue or behind the scenes of a cultural movement, right from the moment they get in line. They are captivated by the world they are discovering, and are much more likely to retain the knowledge that is being imparted.

In this article, we’re going to look at the ways in which gamification can be a solution to facilitate the discovery of a heritage site or museum. We’ll explain how you can use gamification in an original way to stand out from the crowd and improve the customer experience at your venue or cultural event.

Gamification, i.e. the integration of game mechanisms into an experience is not a new phenomenon. It is already used in marketing, in education and vocational training.

This is a widespread approach in cultural institutions. Which offer their visitors the chance to rediscover a place or a piece of history through gamified experiences (challenges, competitions, treasure hunts or riddles).

The aim is to use these entertaining mechanics for more than just fun. There, the aim is to educate visitors, enhance cultural heritage and improve the customer experience by making the visit more attractive (for younger visitors or those waiting in line).

As we have already seen in the marketing sector, gamification is a very interesting tool to deploy at every stage of the customer experience. It’s a great way of capturing their attention. But also to boost their engagement by multiplying the opportunities for them to interact with the brand.

But interactivity can be a powerful strategy before and after the visit. It can be used to prepare for the visit (by arousing desire or sharing relevant information in a fun way that the visitor will need afterwards). Once the experience is over, gamification becomes a loyalty-building lever, using the data collected during or before the visit, for example, to propose similar/complementary offers to visitors.

In a nutshell, gamification is a way of improving the customer experience in the culture by:

• Creating a real buzz around an experience or event (particularly online)
• Making a museum visit more fun and memorable;
• Enabling consumers to reappropriate cultural content;
• Multiplying interactions between visitors themselves to federate committed communities around a cultural institution.

Whether it’s an interactive game, a treasure hunt, an augmented reality digital tour or a photo competition, culture and leisure operators have no shortage of ways to gamify and therefore improve their customer experience.

Here are 4 use cases to inspire you.

Wait marketing before a visit or cultural event

Wait marketing is based on the use of digital tools to animate an audience before the launch of a new product or in the queue at a cultural event. It is a lever particularly used in certain sectors where consumers have to wait in a waiting room (particularly in the medical world), but also in events.

The aim is to optimise the user experience before it even begins and to make the most of customers’ waiting time. This time can be used to display relevant information prior to a visit, for example; but above all, wait marketing can transform this tedious moment into a pleasant and entertaining one.

Before the visit begins, or before the artists take to the stage, the cultural institution can, for example, broadcast a quiz on a large screen. It’s a great way to keep visitors waiting while testing their knowledge and skills. by teasing out what would happen next.

For the Paris-Roubaix race, the Haut de France region set up an Outrun game to immerse participants in the heart of the sporting event.. The campaign engaged the public and recruited qualified leads by means of an entry form for a competition to win attractive prizes (goodies, etc.)

Geocaching: turning a walk into a treasure hunt

Geocaching is a practice that combines the principle of treasure hunting with new technologies. It offers a unique and entertaining way to explore a territory or cultural site.

Using a smartphone and a series of clues, participants are tasked with finding ‘geocaches’ hidden along a footpath, in a neighbourhood or even in a town. This interactive game is a highly effective way of enhance the value of your location, reveal little-known or forgotten sites, and improve the customer experience.

In the tourism sector, geocaching allows travellers to collect points for the monuments they visit, or for sites observed. The more points they have, the more rewards they can receive to encourage them to return or share their experience with friends and family.

Interactive tours to attract young visitors to the museum

Interactive or augmented tours can be experienced both physically and online. In addition to a guide, visitors interact with a digital device (a smartphone or tablet for example) through which they can take part in a game.

The Royal Museum of Mariemont in Belgium, for example, has set up a tablet video game called ‘The Ferryman’. Aimed at the very young , this interactive game showcased the museum’s Egyptian collection. Children had to find hidden objects, solve riddles and complete levels. This fun format was ideal for introducing them to Egyptian mythology in a more immersive and entertaining way.

Outside museums, digital walks also combine education and fun. Mobile applications can, for example, enable visitors to take part in quizzes to find out all they need to know. The use of QR codes will also make it easier to display these interactive animations in key places. It’s an excellent way to visit without getting bored, but also to remember important information more easily.

Conclusion

Gamification and expectation marketing are two powerful levers for improving the customer experience in the culture and leisure sector. They enable you to engage your audience at every stage, from discovery to loyalty. To make your cultural venue more attractive, don’t hesitate to use our interactive game mechanics!