As marketers we tend to talk a lot about building brand awareness, driving social shares and engaging consumers. But when you break it all down, the goal behind of all our efforts is really one simple thing: to drive sales and increase our bottom line.
Despite this, many marketing campaigns lack a direct link to sales. They focus entirely on driving social shares or gathering data and miss out on a killer opportunity to boost sales while achieving those other goals.
Driving sales with a game-based promotion isn’t hard. You just need to tell consumers why they should buy and reward them when they do.
Here are 6 different tactics you can use to drive sales within your game-based promotion.
1. Award Plays for Purchase
If you want someone to do something, you have to make it worth their while. So to encourage consumers to buy your products you need to reward them for purchasing.
There are a few different ways you can reward for purchases within your promo:
1) PIN Cards
Get cashiers to hand out PINs or print them on your receipts. Customers can enter the PINs online to redeem their prize.
2) Photos of Receipts
Another solution is to include a “photo verification” option in your promo. Consumers can snap a pic of their receipt, upload it, and get access to their perks.
3) Loyalty Integration
Finally, you can integrate your promo with your loyalty program. We’re going to talk about this option in a bit more detail because it offers some extra benefits.
2. Integrate With Your Loyalty Program
To reward for purchases you need to be able to track which consumers are buying what. PINs and photo receipts work fine - but they’re an extra step for your consumer.
Ideally you want to be able to track purchases digitally and integrate that data with the promotion.
However, integrating your promo with your POS is a pain. Most data warehousing companies don’t export data quickly and they’re expensive. Not to mention they typically won’t export individually identifiable data, which you need to be able to reward for purchase.
The issue then becomes creating a system that works around your POS so you can track individual purchases. Usually that means multiple steps and complicated technical work on the backend that costs time and money.
Luckily there’s another option. A platform that’s already set up to track purchases.
Your loyalty program.
Loyalty members already have profiles and their purchases are already being tracked. So all you have to do is link loyalty card numbers to the promotion database and boom, you can track and reward for purchase.
Integrating with your loyalty program makes rewarding for purchases a streamlined process. And if you take the data you get from the promo and add it to your loyalty program you can build in-depth profiles for individual consumers. Then you can use that data to increase the efficacy of your personalization efforts and sell more products in the future.
3. Encourage In-Store Engagement
To boost in-store sales, you can encourage consumers to engage with your promo while they’re shopping at your store. You can actively drive sales by showcasing discounts, offers, and product ideas within the promotion experience. It’s easier to increase a consumer’s basket size when they are already in-store, buying your products.
4. Use Collectible Icons
Driving sales is great. But to move consumers from one-time purchases to multiple sales, you need a slightly different tactic.
Collectible icons have long been used to increase purchase frequency. Just think about the traditional loyalty punch card or McDonald's’ long running Monopoly promotion.
Collecting things is one of the oldest human motivators. People collect for a variety of different reasons; connecting with like-mind enthusiasts, distinction, or because it’s just plain fun. Regardless of the reason, many of us are compelled to collect - even if what we’re collecting has no real value. (Childhood rock collection anyone?)
Including collectible icons within a game-based promotion takes advantage of this basic instinct; consumers will complete actions in an attempt to complete sets of icons. And they’re even more compelled to do so when completing those sets earns them a chance to win.
To drive purchase frequency all you need to do is award icons for purchases. Consumers will continue to buy products (particularly inexpensive ones) in an effort to complete their set and earn a chance to win a prize.
5. Educate About Products
When you educate people about the benefits of your stuff, they’re more likely to buy it.
The trouble is it’s difficult to get consumers to listen. They typically don’t care because there’s nothing in it for them.
That’s where a game-based promotion can help. Not only is there an incentive to pay attention (the prize), the game elements make it fun to learn. This boosts the amount of time you can capture your consumer’s attention, increasing the odds they’ll remember and purchase your product.
6. Offer Product Recommendations
Sometimes what’s holding people back from purchasing is the overwhelming number of options. And let’s be honest, product research isn’t really stimulating stuff.
So if you offer a simple way for consumers to research products and make it convenient to purchase afterwards, you can bet that’s going to increase sales.
Which would you rather do? Spend hours researching a product or take a quick quiz, read the reviews linked to the recommendations, and click purchase?
The Bottom Line
Brand engagement is important, but there’s no reason your promotion can’t do more.
It’s easy to add a direct link to sales in any game-based promotion. And doing so will boost your bottom line, making it easier to prove the ROI of your campaign.
So don’t settle for campaigns that maybe have an effect on your bottom line.
Add a direct tie to sales and track exactly how many purchases your promotion is driving.