Corina Inés Chouciño

Growth Marketing Manager at Scratcher

Boosting engagement and conversion for Rito.dk

Rito.dk, is an online yarn and hobby shop based in north-western Denmark. They’ve been a significant player in the consumer goods industry since 2014. They have a team of 65 employees, including e-commerce experts and hobby enthusiasts, and specialize in knitting, crocheting, and creative hobbies.

As the holiday season draws near, we all bask in the warmth and enchantment that Christmas brings. It’s a time when traditions come alive, and the spirit of generosity fills the air. However, in the realm of e-commerce, the holiday season is more than just about traditions; it’s a pivotal period for making a significant impact online.

In this blog post, we delve into an inspiring story that not only captures the essence of the holiday season but also provides invaluable insights for businesses aiming to thrive during this festive time. It’s a story of creativity, engagement, and strategic thinking.

Rito.dk's journey to enhance online presence and drive engagement

In a bid to enhance their online presence and drive engagement, Rito.dk orchestrated a highly successful Christmas campaign. This campaign featured the classic Slot Machine format and was promoted across all of their marketing channels. 

At the heart of their strategy lay a brilliant combination of enticing main prizes and valuable discount codes as consolation rewards. What set these consolation prizes apart was their immediate usability on Rito.dk’s website. This innovative approach resulted in a remarkable increase in both website traffic and revenue compared to the previous year.

 

"Our aim with this campaign was to achieve two objectives: generating leads and increasing revenue. We designed a slot machine with several valuable main prizes. On top of these main prizes, we introduced a fresh consolation prize every day. These consolation prizes included different discount codes and complimentary items. Thanks to these consolation rewards, which encouraged participants to take action, we gained over 19.5 thousand new email and SMS permissions, resulting in a significant return on investment."
Kasper Toxvig
Kasper Toxvig
Marketing Manager, Rito.dk
christmas background, slot machine with knitting items on the rolls. popup with prizes of the slot machine, rito.dk campaign

The achievements

Conclusion

Rito.dk’s Christmas campaign exemplifies how creativity, engagement, and strategic thinking can make a significant impact in the world of e-commerce, especially during the holiday season. This success story serves as a valuable guide for businesses seeking to drive webshop traffic through incentives, ultimately enhancing their online presence and revenue. Stay tuned for more insights on optimizing your e-commerce strategy for success.

Ready to boost your holiday marketing strategy?

Get ahead of the holiday rush! Register your brand for Scratcher’s Christmas campaign by September to enjoy a FREE campaign setupDon’t miss out on interactive festive campaigns that engage your audience.

Request your demo now and secure your spot!

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Top 5 – Interactive lead generation campaigns

Traditional lead gen methods may not always be enough to capture the attention of your potential customers. From puzzles to slot machines, we’ve compiled a list of our top 5 interactive lead generation campaigns that turn idle prospects to activated leads.

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Corina Inés Chouciño

Growth Marketing Manager at Scratcher

10 tips for crafting a winning Christmas campaign with interactive content

Incorporating interactive games into your Christmas-themed marketing campaign can be a game-changer. By embracing the tips we’re sharing below, you can leverage the power of interactive games to craft a remarkable and prosperous Christmas marketing campaign that resonates with your audience and brings a joyful spirit to your brand.

Let’s get into our top 10 tips for ensuring a triumphant outcome this holiday season!

1. Align with the Christmas spirit

Infuse festive elements like holiday themes, colours, and traditions to create an immersive and relatable experience. Scratcher’s pre-made templates can help you get started, but you can customise them as much as you want with your own brand style!

2. Know your audience

Understand the preferences, demographics, and interests of your target audience. Tailor your interactive games to resonate with their preferences for a more engaging experience.

Christmas backgrund, golden tiles for the advent calendar. Toms product on the bottom

3. Offer variety

Introduce a mix of game types to cater to different tastes. From trivia and puzzles to quizzes and virtual scavenger hunts, diverse options ensure broader participation.

Advent calendar. red background, white tiles

4. Create a seamless user experience

Prioritise a smooth and intuitive user interface. Easy navigation and clear instructions will encourage more people to participate and enjoy the games.

5. Implement an enticing reward system

Prizes, discounts, or exclusive content can motivate users to engage actively and repeatedly with your interactive games.

6. Turn to social sharing integration

Enable easy sharing of game progress and results on social media platforms. This not only amplifies brand exposure but also encourages healthy competition among participants.

7. Ensure mobile optimisation

As a significant portion of users engage through mobile devices, optimise your games for mobile platforms. Responsive design ensures accessibility and a consistent experience.

christmas background, slot machine with knitting items on the rolls. popup with prizes of the slot machine, rito.dk campaign

8. Collect data with consent

If you plan to gather user data through the games, ensure transparency and seek consent. Explain how the data will be used and assure users of their privacy.

9. Countdown & exclusivity

Build excitement by introducing your interactive games through a Christmas countdown. You might also want to think about providing exclusive access to select games to make them even more appealing. Explore various game formats here.

10. Don’t forget about post-game engagement

Extend the excitement beyond the game itself. Follow up with personalised emails, offers, or follow-up content to maintain the connection with participants.

Ready to level up your holiday marketing?

Discover the joy of giving and receiving this Christmas with Scratcher’s spectacular holiday game templates! Join us in spreading the holiday cheer and make your mark on the digital landscape.

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Corina Inés Chouciño

Growth Marketing Manager at Scratcher

Interactive strategies to boost your Christmas sales

The holiday season is fast approaching, and businesses are gearing up to make the most out of the festive fervour. One of the most effective ways to engage customers and drive sales during this time is through interactive marketing campaigns. In this blog post, we’ll delve into the power of interactive marketing and explore strategies that leverage various games, including the Scratchcard, Wheel of Fortune, Quiz, Mystery Box, Puzzle, Roll the Dice, and the ever-popular Christmas calendar.

The magic of interactive marketing

Interactive marketing campaigns offer a two-way communication channel between businesses and their customers. By engaging customers in a playful and participatory manner, brands can create memorable experiences that leave a lasting impact. This holiday season, it’s all about standing out from the crowd and leaving a positive impression!

According to your brand’s concept and objectives, you have the option to provide various dynamics and methods of play and engagement. Let’s deep dive into this Christmas special edition.

1. The Scratchcard

Scratchcards are a classic interactive game that taps into people’s curiosity. Customers can virtually scratch off a card to reveal exclusive discounts, freebies, or special offers. This element of surprise can be a powerful motivator to make a purchase and increase conversion rates.

2. Spin the Wheel of Fortune

The Wheel of Fortune game injects an element of excitement into the shopping experience. Customers get a chance to spin a virtual wheel, landing on different rewards such as percentage discounts, buy-one-get-one offers, or even a grand prize. This game triggers a sense of anticipation that can keep customers engaged and coming back for more.

3. Answer the Quiz

Interactive quizzes not only entertain but also educate customers about your products or services. Craft a holiday-themed Quiz that aligns with your offerings. Upon completion, customers could receive personalised product recommendations or special holiday deals based on their quiz responses.

4. Pick the Mystery Box

The allure of the unknown is a powerful motivator. Implement a Mystery Box game where customers can purchase a virtual mystery box containing surprise items or discounts. This taps into customers’ curiosity and can lead to increased sales as shoppers strive to uncover what’s inside.

5. Solve the Puzzle

Engage your customers’ problem-solving skills with a holiday-themed puzzle game. As customers solve puzzles, they could unlock exclusive discounts or gain access to limited-time offers. This strategy not only encourages engagement but also fosters a sense of accomplishment.

Puzzle of a present. red background

6. Roll the Dice

Roll the Dice is a game of chance that can inject an element of unpredictability into your holiday promotions. Customers can roll a virtual dice to reveal their discount or reward. This game adds an element of fun and surprise, driving engagement and potential sales.

7. The Christmas calendar - ✨Most popular✨

The Christmas calendar is a tried-and-true strategy that keeps customers engaged throughout the holiday season. Featuring 24 doors that open each day, customers can unveil new competitions, discounts, or exciting content. This daily engagement builds anticipation and encourages repeat visits, ultimately boosting sales over an extended period.

Leveraging interactive games for a successful Christmas campaign

When implementing interactive games as part of your Christmas marketing campaign, keep these tips in mind:

  • Mobile optimisation: Ensure that your interactive games are optimised for mobile devices to accommodate shoppers on the go.
  • Clear call-to-actions: Clearly instruct customers on how to participate in the games and highlight the potential rewards they can win.
  • Social sharing: Incorporate social sharing options within the games to encourage participants to share their experiences with their friends and followers.
  • Segmented offers: Tailor your game rewards to different customer segments to make the experience more personalised and relevant.
  • Data collection: Use the interactive games as an opportunity to collect customer data, which can be utilised for future marketing efforts.

In conclusion, interactive marketing campaigns with engaging games have the potential to significantly boost sales during the Christmas season. Whether it’s a Scratchcard, Wheel of Fortune, Quiz, Mystery Box, Puzzle, Dice game, or the beloved Christmas calendar, these strategies can help you create a memorable and profitable holiday campaign.

Ready to boost your marketing strategy?

Get ahead of the holiday rush! Register your brand for Scratcher’s Christmas campaign by September to enjoy a FREE campaign setupDon’t miss out on interactive festive campaigns that engage your audience.

Request your demo now and secure your spot!

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Content Marketing Specialist Stephanie Dean

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Content Marketing Specialist at Scratcher

Top 5 – Interactive lead generation campaigns

Traditional lead generation methods, like sign-up forms and surveys, may not always be enough to capture the attention of potential customers. But, what if you make the process interactive and engaging?

A reward in exchange for a name and email, a discount code for a phone number and demographic. With engaging content and the power of reciprocity, you can turn idle prospects into activated leads. It’s a win-win situation for both you and your customers!

To convert at a high rate, lead generation must give more than it takes. It’s crucial to make your approach relevant, entertaining, and rewarding for your target audience. By doing so, you’ll be able to capture valuable customer information in exchange for an enjoyable experience that encourages visitors to engage with your brand.

Tips for success

  1. Set clear goals – design a game that aligns with your KPIs
  2. Make it relevant – consider your target audience and their interests
  3. Incentivise the journey – motivate visitors with a prize or discount code to keep them motivated and engaged

Harald Nyborg - Puzzle

In the lead up to the winter holidays, Danish hardware store Harald Nyborg activated their top funnel with an interactive Puzzle competition. By entering their name and email, visitors had the opportunity to win a full tool kit—perfect for targeting new homeowners, casual DIYers, and those wanting to update their existing equipment.

The Puzzle format challenges visitors to slide the pieces and find the right combination to solve the game. With its longer engagement time, it can be used throughout the marketing funnel to activate your audience, highlight products, or share unique offers.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

Velkommen - Slot Machine

Velkommen A/S used the Slot Machine to entice visitors with a huge reward—a ski holiday! With a campaign set over TikTok and their own website, the energy supplier was able to tap into their target audience exactly where they are, generate quality leads, and enrich their existing customer data.

Just like the classic Slot Machine, participants spin and immediately know if they have won by matching three icons in a row. As a recognisable game with low stakes, this format is high converting and can be used throughout the marketing funnel to generate leads, engage your audience, and share unique offers.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

World Wide Fund for Nature (WWF) - Quiz

The South African division of the World Wide Fund for Nature (WWF), the international NGO for wilderness conservation, created a Quiz to test their audience’s knowledge on the environmental impact of the fashion industry. Their goal was twofold: to educate and to generate new leads for future outreach. Visitors could leave their email address to receive a discount voucher and, at the same time, be entered into a draw to win WWF apparel.

From product education to employee surveys (and everything in between!), the Quiz game is a flexible format that can be used to create unique, interactive experiences and gather valuable insights into your audiences’ preferences and behaviours.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

Laberlarven - Wheel of Fortune

Laberlarven ApS is a webshop that sells and delivers pick & mix sweets directly to your door. To generate new leads and grow their list of newsletter subscribers, the e-retailer chose the Wheel of Fortune for a campaign to win one year’s worth of candy—an offer that garnered a 66% conversion rate!

The Wheel of Fortune is a great method to boost engagement, grow your audience, and increase loyalty. Similarly to the Slot Machine, this format is low stakes with high rewards, giving value to both you–important visitor data–and your customers–a reward.

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

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IRRESISTABLE PRIZE

A highly relevant reward for their target audience

vanHaren Belgium - Form & Landing Page

vanHaren is a Dutch footwear retailer and member of Europe’s largest shoe supplier, the Deichmann group. In order to grow their newsletter subscriber list and generate quality leads, the Belgian division created a simple (yet effective!) landing page and used the Form format to offer visitors a chance to win a €250 shopping credit. Almost half of the visitors to the page provided essential first-party data!

In order to participate, visitors registered for vanHaren Belgium’s newsletter by sharing their name, email, and a short sentence about why they should win—information that the retailer can use for segmentation and future marketing materials.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

What's Next?

If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.

Are you looking for a new way to engage with your customers or want to find ways to keep them coming back? Gamification marketing may be the answer!

Create a free account today and our team will help you get started using gamification marketing in your business.

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Top 5 – Easter gamification campaigns

Easter is just around the corner and it’s time to make the most of these festive spring days! No matter your industry, the changing season is the perfect opportunity to generate excitement and create a memorable experience for your customers.

Grab your audience’s attention with seasonal games, quizzes, and challenges across all of your marketing channels. From quizzes about local traditions to chances for a spring home makeover, we’re sharing some sweet gamification inspiration in this blog! By using elements of fun, competition, and rewards into your brand’s strategy, you can engage your audience, drive sales, and strengthen brand loyalty.

Tips for getting into the spirit

  1. Lean into the theme – when else can you use bunnies and colourful eggs in your marketing content?
  2. Don’t forget about rewards – incentives keep customers motivated and engaged
  3. Make it social – encourage your audience to share their results and spread the word about your brand

NorgesEnergi ApS - Quiz

NorgesEnergi is one of Norway’s largest electricity companies. Their seasonal Quiz combined questions about Norwegian Easter traditions with helpful power saving tips for a chance to win a range of prizes, including one month of free electricity! Knowledge testing competition + enticing prizes = a winning conversion combination!

From product education to employee surveys (and everything in between!), the Quiz game is a flexible format that can create unique interactive experiences to gather valuable insights into your audiences’ preferences and behaviour.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

AffaldPlus - Memory Game

AffaldPlus is a joint municipal waste company set up to ensure the best waste treatment for its municipalities. For their Easter campaign, they used the Memory Game to educate and test their audience’s knowledge. Visitors entered their contact information and matched materials with the best waste sorting option–for example, your old bike is destined for metal waste.

The Memory Game is a fun and challenging game format that gives you an interactive opportunity to highlight your brand, educate your audience, and gather permissions.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

BOBO - Drop

For their Easter campaign, online furniture retailer BOBO chose the classic Drop game format to generate leads and increase their revenue. Visitors entered their name and email, caught the falling furniture, and were entered to win a 140€ gift card!

By creating a memorable experience for each visitor, your brand will stand out from the crowd. Offering a chance to win a small reward or discount upfront is a great way to get visitors engaged with your brand right from the start.

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

Elkjøp - Mystery Box

Elkjøp, better known as Elgiganten outside of Norway, is the largest consumer electronics retailer in the Nordics. They incentivised their customer journey and activated their audience with a seasonal, Easter-themed Mystery Box (or rather, Mystery Egg).

For this game format, visitors enter their contact information, choose a box, and hopefully select the one with a prize–it’s low stakes with high rewards. People love to win and Elkjøp offered a range of enticing prizes, including a smartphone, vacuum, speakers, and even a washing machine!

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UNIQUE VISITORS

High engagement from their target audience

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

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CONVERSION RATE

From interested visitors to engaged leads

Sinatur - Scratchcard

Sinatur Hotel & Conference, a Danish boutique hotel brand, focuses their efforts on lead generation with the classic Scratchcard, a high converting game format with instant rewards. Gamifying lead generation creates a value-adding experience out of an otherwise dull process.

To participate in Sinatur’s Easter campaign, visitors enter their contact information and scratch to reveal three icons of the same kind. The prize? A weekend experience for two at one of their unique locations.

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UNIQUE VISITORS

High engagement from their target audience

0

UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times he plays the game

0 %

CONVERSION RATE

From interested visitors to engaged leads

What's Next?

If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.

Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.

Create a free account today and our team will help you get started using gamification marketing in your business.

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Content Marketing Specialist Stephanie Dean

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Gamification & Live Shopping

Whether you call it livestream shopping, social shopping, or streamable shopping, in recent years, live shopping has reemerged to change the game for businesses all over the world. The combination of live streaming, social media, and e-commerce strikes a chord across the board, from the tech-savvy members of Gen Z to nostalgic millennials and Gen X.

Though similar to the TV shopping networks popular in the 80s and 90s, today’s revival of live shopping has the added advantages of 1) being more widely accessible across any device with internet access and 2) offering instantaneous, direct-to-customer sales opportunities.

With live shopping, you can host sales events in real-time and show off your products in a more interactive and personal way. Incorporating gamification adds a rewarding element that makes the experience more fun and engaging. Together, live shopping and gamification can help boost sales and build a loyal customer base.

Gamification & Live Shopping Blog 1200x900

How others are doing it

POWER, the Nordics’ electronics giant, is leading the way with their interactive live shopping strategy.

Livestreaming from their own website and social media channels, POWER presents a selection of products and gives viewers a chance to spin the Wheel of Fortune and win. Physical gamification meets digital gamification: by commenting “I participate” in the livestream chat, viewers are entered into a draw to be selected for a live, in-studio spin and, at the same time, receive a link to spin the wheel digitally with Scratcher.

The results are clear–with high engagement and a conversion rate of more than 40%, POWER’s interactive and personable approach sets them apart from similar brands using traditional marketing strategies.

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LIVE SHOPPING EVENTS

High engagement from their target audience

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UNIQUE VIEWERS

The average number of unique viewers that have watched the live shopping events

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CONVERSION RATE

From interested viewers to buying customers

Gamification & Live Shopping Blog 1200x900

Keys to success

Make it interactive

Gamification works best when it involves the audience and encourages them to participate. During a live shopping event, use interactive elements–for example, quizzes, polls, or skill testing challenges–that viewers can engage with and win prizes.

Offer rewards & incentives

Interactive marketing is more effective when it offers visitors unique rewards and incentives for their participation. Consider offering discounts, special offers, or other rewards to viewers who participate and engage during your live shopping event.

Keep it fun & exciting

Live shopping and gamification should work together to entertain and generate excitement for your audience. Incorporate elements of surprise, such as hidden challenges or mystery prizes, to keep viewers engaged and coming back for more.

Make it social

Gamification is often more engaging when it involves social elements–we know that people love to compete with their friends! During a live shopping event, incorporate social features, like leaderboards or team challenges, to encourage your audience to share the event and spark some competitiveness.

Measure & analyse

Use gamification to help drive specific business objectives, such as increased sales or customer engagement. To ensure that your gamification efforts are effective, measure and analyse the results of your event and use this data to improve future events.

What's Next?

If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.

Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.

Create a free account today and our team will help you get started using gamification marketing in your business.

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Content Marketing Specialist Stephanie Dean

Stephanie Dean

Content Marketing Specialist at Scratcher

Benefits of always-on marketing

Marketing strategies can be sorted into two categories: campaign-style and always-on. As its name suggests, the campaign-style strategy releases one-off campaigns, usually aiming to maximise profits during seasonal events–Valentine’s Day, Easter, Black Week, Christmas, and the like.

Always-on marketing, on the other hand, is the opposite. With this strategy, you’re making a commitment to consistently connect with your audience. Rather than focusing on single events, always-on spreads the love all year round! And it’s not just about making a profit–it’s also about creating brand awareness and reaching your brand’s non-financial goals.

Maximise your marketing potential

Always-on marketing–as its name suggests–is constantly running. One of the advantages to this is that you don’t lose out on conversions that may be neglected during off season periods.

This is because you have the opportunity to assess and optimise your campaigns in a way that shorter, single promotions don’t offer. We know that for performance results to reveal themselves, our systems need adequate time to gather data. With always-on, a larger data pool of incoming traffic can reveal areas that need improvement, which you can quickly and efficiently update.

Simply put, while campaign strategies can use their results to evaluate long term strategies and provide a reference for future use, always-on results can be used immediately to improve itself.

Always-on marketing Blog 1200x900

Always-on benefits 101

Collect essential first-party data, year round

Always-on marketing allows you to continuously collect first-party data throughout the year. This is essential for personalising your marketing efforts and understanding your target audience better. With year-round data collection, you can make data-driven decisions that will improve your marketing strategy and ultimately lead to a better ROI.

Increased brand awareness & visibility

Always-on helps to keep your brand front and centre in the minds of your target audience, increasing the likelihood that they will think of your brand when they’re in need of your products or services.

Increased sales & revenue

By reaching and engaging customers at all times, you increase the chances of converting them into paying customers, leading to an increase in sales and revenue. Make sure you’re using a range of touchpoints to create a seamless customer journey, leading to a higher conversion rate.

Improved targeting & personalisation

With always-on marketing, you can collect real-time data and feedback on customer behaviour and preferences, allowing you to create highly targeted and personalised campaigns in future. This will ultimately lead to a higher engagement rate and a better ROI.

Improved ability to track & measure marketing success & ROI

By continuously tracking and measuring the success of your marketing efforts, you can make data-driven decisions and optimise your strategy for maximum ROI. From here, you can make informed decisions and allocate your budget more effectively.

Always-on marketing Platform features

What about always-on gamification?

Our suggestion: add gamification to your always-on strategy and take things to the next level! In this case, we move away from reward or discount focused game formats and, instead, think of evergreen formats that can help you understand your audience’s needs and preferences better. For example, a personality test can be used to enrich your audience data and identify which products are the best match for specific customers.

With more targeted data, gamified always-on campaigns are a strategic and engaging way to keep your audience interested and coming back for more.

And, you can implement always-on gamification together with single campaigns! The best strategy is to combine campaign-based and always-on initiatives to optimise your marketing efforts and increase reach, engage audiences, retain loyal customers, and boost sales across the board.

What's Next?

If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.

Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.

Create a free account today and our team will help you get started using gamification marketing in your business.

More insights to gamification

Christian Sophus Ehlers NGOs Blog 600x900

Christian Sophus Ehlers

Independent consultant. Helps NGOs, associations, and membership organisations get more supporters and members.

NGOs: Prioritise your gamification game!

For most non-governmental organisations (NGOs), fundraising organisations, and membership organisations, gamification marketing is a superior marketing channel. However, organisations should market their gamification far more widely than is currently the case–and they should work far more strategically for data enrichment through gamification.

Gamification marketing has been gaining ground among NGOs and membership organisations in recent years. Games, tests, quizzes, and the like have proven to be an extremely effective method of creating engagement–and commercially for generating leads–among humanitarian, disease-fighting, animal, environmental, and many other types of associations, NGOs, and interest groups.

I know this because I’ve been a part of it since the beginning.

Efficient gamification marketing can help increase awareness of an organisation or NGO and knowledge of its purpose. For example, you can create a game where the player has to solve tasks related to the organisation’s purpose, such as learning about environmental protection or helping poor children. This can help increase interest and understanding of the organisation or NGO, which can lead to more support and members.

Activate psychological triggers

As humans, we love games. We love competitions. It is simply deeply ingrained in the human brain and in our psychology as human beings. And the benefits of gamification marketing for NGOs and membership organisations are almost limitless:

  • Significantly higher conversion rates
  • More relevant leads (because they are typically created in a relevant context)
  • Lower CPA
  • More “time-spend with brand” – and the list can go on

 

With gamification, NGOs can simply create more interaction with their supporters and activate psychological responses that move into neuromarketing and are a near-perfect match for those organisations that work for a cause that evokes strong emotions among their audience.

All of this is nothing new to most fundraising organisations, membership organisations, and NGOs. For years, they have turned to gamification when they needed leads to further upgrade membership or long-term support. Typically, with gamification as an element of a 2-step campaign, they have marketed primarily on Facebook, using this simple approach:

  • Generating relevant leads at a low cost
  • Follow-up and processing of leads – typically using telemarketing
NGO 01 - Blog

NGOs: Use multiple channels to market your gamification!

As mentioned in the example above, gamification marketing by NGOs and membership organisations has primarily been used in combination with Facebook as a central marketing channel–and generally with overwhelmingly positive results.

However, in recent years, cracks have appeared in the perfect picture.

This is the case for several of the NGOs and membership organisations I advise. Facebook’s algorithm has become less effective. Today, more views are needed to create a donation or a gamification sign-up, which overall means that it will be more expensive, especially compared to before.

The small- and medium-sized NGOs and fundraising organisations that have Facebook as their primary sales channel for their gamification have found it more difficult. Despite this, gamification marketing continues to deliver better results than other types of actions.

On the other hand, the challenges are less for large NGOs and organisations. These are organisations that already have large datasets to work with when doing digital gamification marketing.

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Based on this, my advice to all NGOs and membership organisations, no matter the size:

Stop ONLY using Facebook for marketing your gamification. Be creative. Experiment with more channels. Pinterest, TikTok, and Snapchat all have CPM rates that are significantly lower than Facebook’s.

With the same budget, you have an opportunity to achieve significantly more views of your game, test, or quiz and can thus improve your results. Or, what about marketing your game through major national media? When NGOs and membership organisations use multiple, different, and alternative channels to promote their gamification, they also gain another significant advantage that cannot be underestimated:

They reach users other than the known Facebook segments. Already-known users are a major problem for some of the big NGOs: they often reach the same people on Facebook and are challenged by repeatedly generating the same leads in their gamification campaigns.

Not to mention the changes that have taken place on Facebook–ie. the battle between Apple and Facebook and the famous and infamous iOS update–many NGOs and membership organisations have seen a dramatic drop in their gamification performance with Facebook as a marketing channel.

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“Large, medium, and small NGOs and membership organisations have been working with gamification marketing as one of the most effective approaches to lead generation–and thus to membership growth–for several years. But, many NGOs and membership organisations could benefit from enriching the data of existing supporters and members.”
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Christian Sophus Ehlers

Turbocharge your data enrichment!

I also see an unbelievable number of NGOs and membership organisations that do not work with gamification to enrich data about their supporters and members. In many cases, they lack valuable knowledge about their audience. This can be anything from email, phone number, preferences, donation considerations, needs, communication wishes, demographics, etc. By working systematically with gamification, membership organisations can collect more data from their own members and existing supporters.

The right gamification set-up for enriching the data of existing members can help NGOs and membership organisations retain, upgrade, and maximise the value of their current donors–and thus move their supporters and members forward in their donation journey with them. With increasing consumer uncertainty in relation to data collection from third parties, I cannot emphasise enough how important it is for an NGO or membership organisation to collect and thus “own” data about its members and supporters.

You might be thinking: why is data so important for NGOs and membership organisations?

My clear experience is that their supporters and members have high expectations of them. They expect that the organisations they support can anticipate their needs and wants. That they know who they are and why the individual supports them. And, for that reason, it is absolutely crucial that NGOs and membership organisations know their preferences. It can thus make it easier to both target their messages to the individual and gather insights about their donor preferences.

Data are insights and knowledge that can help NGOs and membership organisations make informed decisions in the long term. The best organisations that I help actively use data collected with gamification to communicate tailored messages that reactivate supporters and members who are inactive–and thus at risk of churning.

As you may know, the cheapest way to acquire members and supporters is to retain those you already have–and gamification marketing can help with that.

Bio

Christian Sophus Ehlers NGOs Blog 600x900

Christian Sophus Ehlers is an independent consultant for leading fundraising non-profits and member organisations in Denmark. In particular, he advises organisations that want more members, donations, or digital actions for the cause they are fighting for.

Read more here

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