[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
There are many reasons why consumers take part in a <\/span>marketing competition<\/b>. First and foremost, the majority want to take part in a unique experience, compare themselves with a community (by climbing the leaderboard), but also find out about new products or brand news. <\/span><\/p>\n Nevertheless, it’s impossible to deny that gamers enjoy marketing games largely because they offer them <\/span>the chance to win rewards<\/b>. The choice of prizes for a competition is therefore crucial to its success. It is a lever for increasing the number of participants, making your interactive game viral and boosting participant retention. <\/span><\/p>\n In this guide, we share practical advice and concrete examples of<\/span> how to choose the best prizes<\/b> for<\/span> a marketing competition<\/span><\/a>.<\/span><\/span><\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Do you know what the first thing participants remember when they <\/span>discover a competition <\/b>for the first time?<\/span><\/p>\n The prize!<\/span><\/p>\n Overall, it’s the game that<\/span> attracts the most attention from users<\/b>, ahead of the concept of the marketing game, its graphic universe, the calls to action and the organic brand.<\/span> <\/p>\n The golden rule for <\/span>creating an engaging marketing game<\/b> that encourages your target audience to take part is to choose a striking prize that will capture their attention or stimulate their curiosity!<\/span><\/p>\n The prize money for a competition will have an undeniable effect on its appeal. <\/span>To attract the maximum targeted audience,<\/b> so it’s crucial to choose your endowment carefully. But it’s also crucial to promote it in all your communication media (media plan, home page, landing page). <\/span><\/p>\n This in no way precludes<\/span> designing a competition that is attractive<\/a><\/span>, challenging and original<\/span>.<\/span><\/span> <\/p>\n But in order of priorities,<\/span> the equation for a successful competition<\/b> is as follows:<\/span> <\/p>\n <\/p>\n A well-chosen prize + a well-thought-out concept = guaranteed seduction<\/strong><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/marketing-dotation.webp” alt=”Prizes and gamification” title_text=”marketing-prize-mobile” url=”https:\/\/www.adictiz.com\/en\/prize-guide\/” src_tablet=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/marketing-dotation.webp” src_phone=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/marketing-dotation-mobile.webp” src_last_edited=”on|phone” _builder_version=”4.23.4″ _module_preset=”default” locked=”off” global_colors_info=”{}” src__hover_enabled=”on|desktop” src__hover=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/marketing-dotation.webp”][\/et_pb_image][et_pb_divider divider_weight=”16px” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”23px||||false|false” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Like any other marketing strategy, <\/span>the choice of prizes for a competition<\/b> must be<\/span> user-centric<\/i><\/span>. Cela signifie concr\u00e8tement qu\u2019il ne faut pas choisir les lots \u00e0 remporter en fonction des objectifs de son entreprise (par exemple des produits invendus qu\u2019elle souhaite \u00e9couler). <\/span><\/p>\n The rewards of a marketing game must be thought out according to<\/span> the participants’ expectations<\/b> and what is likely to motivate them to play!<\/span><\/p>\n In practice, the right prize will not be the same for all companies and all competitions. The company will have to <\/span> base its decision on the data it possesses <\/b>about its target audience. In particular <\/span>the first-party data<\/span><\/span><\/span><\/span><\/a> it has collected from previous marketing campaigns.<\/span> <\/p>\n Nevertheless, a better understanding of<\/span> consumers’ motivations<\/b> as a whole, and of the current economic context, will enable us to sketch out the contours of the ideal endowment!<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The current boom in marketing competitions is part of<\/span> a social and economic context<\/b> that is very specific.<\/span> <\/p>\n On the one hand, consumers value<\/span> authentic and playful interactions<\/b> with brands. They are sensitive to the efforts made by companies to offer them quality content and who are committed to creating a real, close relationship with them. <\/span><\/p>\n On the other hand, <\/span>74% of French people<\/span><\/span><\/a> say that the year 2022 (and its inflationary context) have weakened their finances. <\/span>62%<\/a><\/span><\/span> will have<\/span> changed their consumption habits <\/b>by 2022 to preserve their purchasing power.<\/span><\/p>\n Against this backdrop, with household morale at half-mast, businesses have a role to play. They can <\/span>offer promotions<\/b> or other commercial actions (such as the famous anti-inflation basket) to help consumers preserve their purchasing power.<\/span> <\/p>\n But they can also give their target audience the opportunity<\/span> to win prizes<\/b> as part of a competition. This will serve the interests of consumers at the same time. In fact, 59% of them are actively looking for promotions. But the marketing game is also a powerful vector for brand awareness, commitment and loyalty. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Now that the company has a better understanding of the motivations of future participants in its competition, all it has to do is <\/span>choose the right prize<\/b> accordingly.<\/span> <\/p>\n Above all, it needs<\/span> to ask itself the right questions:<\/b> <\/p>\n Based on their answers and the information we’re about to share with you, it will be easier to<\/span> organise a winning competition!<\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As a general rule,<\/span> vehicles, <\/span>money (in the form of a voucher, for example) and trips are<\/span> the three most popular rewards<\/b> for participants in a competition. However, there are other possible prizes to explore, depending on your objectives and the resources available. <\/span><\/p>\n Fashion\/beauty items, home furnishings and high-tech appliances are also<\/span> excellent endowment choices<\/b>. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The whole point of a good competition prize<\/strong> is to catch the eye<\/span> and convert as many Internet users as possible into the target players.<\/span> <\/p>\n The prize must be eye-catching.<\/b> To do this, it must be visible in the form of a good-quality photo. The visuals must also show the full extent of the prizes up for grabs, as well as their overall value (in euros). <\/span><\/p>\n A very<\/span> good example of hard-hitting prize<\/b> comes from the competition organised by La Roche-Posay. The campaign’s visuals perfectly showcase the brand’s new serums, which players can win by taking part in a <\/span>Click & Win<\/span><\/span><\/span><\/a>. <\/i><\/span>The result: over 69,000 people signed up.<\/span> <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/11\/Exemple-de-dotation-La-Roche-Posay.webp” alt=”Example of a La Roche Posay prize” title_text=”Example of a La Roche Posay prize” _builder_version=”4.23.1″ _module_preset=”default” width=”63%” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][et_pb_divider divider_weight=”16px” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”23px||||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n 50% of participants expect a prize linked to their brand. It is therefore advisable to choose a prize that is easily associated with your company, your sector of activity or the marketing highlight ( <\/span>Christmas<\/span><\/span><\/span><\/a>, <\/span>Halloween<\/span><\/span><\/span><\/a>, etc.). This choice of endowment will<\/span> increase the conversion rate of the campaign<\/b> as well as its memorability.<\/span> <\/p>\n\n
Why is choosing the right gifts so important?<\/strong><\/h2>\n
<\/blockquote>\n
Understand the motivations of the participants of the competition to choose its endowment<\/strong><\/h2>\n
Boosting purchasing power with its interactive game prizes<\/strong><\/h3>\n
The golden rules of good gamified marketing staffing <\/strong><\/h2>\n
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The most effective prizes<\/strong><\/h3>\n
Choosing a striking prize<\/strong><\/h3>\n
A prize consistent with the brand universe<\/strong><\/h3>\n