Selling Your Brand by Giving it Away
Giveaway, sweepstakes, raffle, drawing…there are many words to describe the act of enticement to ones product or brand. Many companies offer a giveaway as a strategy to get more attention to their message. Freebies are always nice and consumers love the chance to win something but if you want to keep them looking after you have given that item away, you must pre-qualify them as a potential brand lead.
There are a few ways to go about this. For one, don’t offer a giveaway that is a complete detachment from your product or offering. A car dealership offering a chance to win an iPad2 is going to attract users who want to win an iPad2 and are most likely not in the market for a new car. In the world of destination marketing, you might offer giveaways related to your destination…hotel stay, trip for four, attraction passes or even a themed “Romantic Weekend.” Keeping these users who’ve signed up to win this offering is all about the way you have marketed to them in the first place.
The key behind marketing a giveaway is to treat the “free” offer as you would treat a “paid” offer. For instance, I want to market a Romantic Getaway that includes a stay in a bed and breakfast, dinner for two, spa treatment for two and breakfast in bed. I want to stay clear of keywords like “win a getaway”, “vacation sweepstakes” and “win a trip”. I want to focus in on keywords that would reach users who are interested in a getaway for couples as if they would be paying for it in a “package” type situation so I’m looking at keywords like “romantic bed and breakfast inns”, “weekend trips for two” and “romantic weekend getaway”. These keywords would reach users who are interested in finding a romantic spot for two regardless of the chance to win a romantic getaway. Your ad then seems like icing on the cake for them. It’s also a more relevant result for them and would result in a much higher CTR as opposed to marketing the giveaway as a sweepstakes alone. Looking at what types of sites to market your banner ad? Avoid sites that are sweepstakes driven and look at sites that have the same target market as your brand. For our Romantic Getaway giveaway, we want to look at sites that market to couples wanting to getaway or even bridal or honeymoon focused sites that offer both a romantic couple and travel interest at the same time. Destination wedding sites for a romantic getaway is a perfect fit. It reaches a user who is most likely in a relationship and most often means they are already engaged and planning their wedding or are very close to this stage and who wouldn’t want a romantic spot to pop the question? Most often, first romantic weekends, location of engagements or honeymoons are often visited again by married couples in the future. Instant repeat visitor. 
Want to get into the mind of someone who spends much of their time just finding sweepstakes to enter? Check out the new TLC reality show “High Stakes Sweepers“. This will definitely give you an inside look at what “sweepers” methods of finding and entering sweepstakes are and how to avoid them!
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