Here are the Top 7 reasons to use a scratch-off promotion in your marketing.
1. Builds awareness and increases reach
People like and enjoy playing games. By using a Scratch Off promotion, you can attract new customers in a fun and original way. Rather than feeling marketed or sold to, the right game or promotion will engage your audience in a task or behavior.
While your customer goes through your promotion, you can share messages or updates in an authentic and timely way.
2. Drive engagement and influence positive customer behavior
Gamification is a great way to influence behavior, actions, and buying decisions.
Some types of gamified promotions are more effective than others. For example, when trying to engage existing audiences vs. generating lots of new leads and conversions, you need to choose the right method that relates to your target outcome.
Not every promotion will be effective for all audiences. Consider the most appropriate promotion for your target audience and your marketing goals.
3. Gather valuable audience and opt-in data and qualify leads
One of the greatest benefits of digital scratch card promotions is the ability to collect actionable insights about your target audience in a fun and non-intrusive way.
By using custom forms after entering your promotion, you can collect GDPR-compliant opt-in data and insights about your audience and prospects in a non-intrusive way:
- Customer’s name
- E-mail address
- Contact details (address, phone, etc.)
- Favorite ice cream flavor
- The last car bought etc
You can award social, monetary, or other incentives to encourage and motivate users.
Using the BeeLiked platform, you can also get access to game analytics and performance metrics such as sessions, entries, channel attribution, answers to questions (e.g., quiz), clicks on Calls-To-Action, viral shares, purchases, and many other metrics and reports so you can:
- Measure and analyze the ROI of your promotions
- Optimize performance
- Identify the most engaging players (qualify leads) and potential micro-influencers
- Follow up on your most promising leads to grow customer advocacy
- Share the success and insights of your marketing and loyalty campaigns with your team and senior executives
4. Personalize your brand message and experience
Segmentation and personalization are very important to drive conversion, develop trust and build customer loyalty. The more you can mold your marketing efforts to your target audience; the more effective your campaigns will be. Gamification allows for two types of personalization:
- based on players’ likes and player types
- based on customer data and demographics
Gamification takes personalization to the next level. With gamification, you can create a truly immersive and interactive experience tailored to your customers’ likes and needs.
You can create custom experiences targeted to specific audiences or segments and link these game experiences to your brand values. Gamification allows you to connect with your customers deeper and more authentically.
5. Great for market research and customer feedback
As a Marketer, you need to understand your audience so you can continually adapt your marketing strategies to be more effective. One way of doing this is by undertaking market research to collect audience and customer feedback.
It’s not easy to convince people to take and complete a survey. A gamified scratch card offers a more engaging and fun approach to your market research so you can gather insights about your audience and customer preferences in a scalable and non-intrusive way.
6. Increase customer retention and loyalty
Games can create a sense of intrinsic motivation that grows over time. A successful interactive gamified promotion taps into our need for competition, rewards, and status; this creates opportunities for you to increase audience engagement, participation, loyalty, and influence and drive specific behaviors.
As a marketer, you can incorporate a gamified scratch-off at almost every touchpoint in your customer’s journey.
Gamification techniques can be used to attract customers, build brand loyalty, create deeper connections, and give your customers a reason to keep returning to your brand and purchasing your products and services.
If your scratch card offers an incentive such as a social reward, vouchers or coupons, or special content, make sure you match the appropriate incentive with your target audience. Always consider what your audience wants and what will motivate them. As always, the end goal is to boost sales and drive revenue.
7. Speaks to the Next generation
Different age demographics respond to different tactics. Millennials grew up in a digitalizing world, learning how to read, think, and connect with others using games. They are the generation that likes to be challenged and are almost immune to traditional forms of advertising.
Generation Z is the digitally connected generation. They grew up with smartphones and Snapchat and expect your campaigns to be interactive.
Gamified and interactive content offers millennials and younger what they prefer and expect: easily digestible, bite-sized, engaging, interactive content. A digital scratch-off will give your marketing the edge it needs to cut through the noise and stay competitive and effective in the near future.
