Topic: Strategy

Marketing Idea! - Can Be Implemented Or Not ?

Posted by ramdasandbrothers on 125 Points
Dear friends,

My name is Mithun. I own a jewellery Store

I have an marketing idea, but not sure if I can be implemented or not. Any guidance in this matter would be highly appreciated.

The idea is to give away one Jewelry piece of a certain value ( nicely Photographed ) for free for every week till 6 months.

The catch - The piece will be given to the person who has forwarded that particular piece/image to max no.of friends and generated likes. ( or may be only shares ) I dont know how to go about it. But this is my idea.

I want to be fair in this and want to know a way to measure how to decide the winner. Is there any way we can measure to how many persons has forwarded that particular post or image ?

2 nd option - Same Concept - To give away piece of jewelry who guesses the right price of the piece.

But here I want a set up where the price would be covered, but as soon as the person forwards the post or enters a valid email id for sharing , the price would slowly disclose itself. So it will be easy for them to guess.

What kind of setup is needed to make the above idea in real ?

Please help.
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  • Posted by Jay Hamilton-Roth on Accepted
  • Posted by chiron34 on Accepted
    The offer of a giveaway is a common approach to building sales, so you are following a well-trodden path. Generally however, giveaway competitions do not work as intended.
    Firstly, it must be said that a piece of genuine jewelry seems like a great prize, after all:

    • the item will have monetary value recognition,
    • the item is desirable, especially with ladies,
    • the item is a bit ‘swish’ in the sense of being an unorthodox prize, and
    • the item is a product that customers would not ordinarily purchase regularly.

    However, from a marketing PoV, I can see some difficulties with your concept. Consider these issues:

    The first difficulty is that it will encourage freebie-seekers, and this is often at the expense of recruiting genuine customers. You could end up with a very substantial list of entrants, but many of those on the list would not really have any interest in purchasing jewelry from your company. When you later use the email list you gathered during the giveaway, you could end up with low open rates or high unsubscribe rates, which can be damaging if enough people report you for email abuse or mark your emails as spam.

    The second difficulty is the effective follow up after giveaways. The issue here is that you must not leave a long gap between running the giveaway competition and sending the first mail out to the resulting list. This is a big mistake, as the email recipients will most likely have forgotten about signing up with you through the competition in the first place. This raises a credibility issue for you. For example, the email recipients could reasonably assume that you’ve bought the list from someone else and are now spamming them. First impressions are important, and this is not the impression you want to invoke when you’re making your first follow-up contact.

    The third difficulty is the point you haven’t referred to. Will your prize giveaway competition have to be registered for implementation with State Government or Local Council regulatory authorities? Your competition could be caught by sweep-stake regulations, so you will need to check the legality of this.

  • Posted by Gary Bloomer on Accepted
    From my perspective the scope of the offer and who has to do what, when, where, and how appears over complicated. The more moving parts your offer has the more there is scope for confusion. If there's one thing I've learned as a contributor to this forum over the last ten years it's that confused prospects don't take action.

    It may be better to offer whatever pieces you have in mind and set up a simple name, cell phone number, and email address opt-in box, with a guarantee that every week there will be one lucky winner drawn at random from the list. In order to win you have to enter those details.

    You include a mandatory checkbox that indicated contestants agree to receive further messages from you for specific offers. You set the entry parameters up so that there is only one entry per email address per prize draw and you take steps to dedupe your final list once the contest ends at the six-week point.

    This way you create an asset in the guise of a list of warm leads: people who have
    already self-segmented as being interested in your offers.

    Keep the process simple.
  • Posted by mgoodman on Accepted
    There's an old adage in consumer promotion:

    K.I.S.S. ==> Keep It Simple Stupid

    Complexity is death when it comes to consumer promotion. While your idea is not illogical, and almost any promotion idea is *possible* to execute, the cost (planning, time, funding, tracking, etc.) may be greater than the resulting benefit in this case.
  • Posted by Peter (henna gaijin) on Accepted
    Don't forget to check your swepstakes laws for your country/state/province/city/etc. What you are proposing may not be legal in some places. Laws vary greatly in different areas.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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