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Hello,
My name is Jose — welcome to The New Gazette, a newsletter about all things digital. Each week, I write a case study about a brand or person that is impactful and is doing an amazing job in the digital space. New post every Friday.
Today, I will write about the power of luck, how brands can create really good engagement using simple strategies to create a conversation with customers. The brand that I will use as an example is the mobile payment service developed by Square called CASH APP, a brand that has been doing this part extremely well.
To start, If you are someone who spends several hours on Facebook, Instagram, Twitter, or any social networking sites, I’m sure you’ve stumbled-upon thousands of social-media contests before. These contests or giveaways are one of many things, marketing strategists have been doing for a while to help a company grow and to give back to its clients, getting a lot of benefits for the brand.
Cash App has been doing this type of contests since they started as a company, an example as you can see in the photo below, just last month they did a ‘Party’ to celebrate the release of a song by the American rapper Cardi B giving away $1 million to support women around the world. It still some controversy about the lyrics and message of the song but we cannot deny the cleverness to do this, as not only the 14.1 million followers of her replied but millions more shared their own $cashtag as there was a chance to win money. The Cash app today as well is working on giving away $25,000 to a few lucky winners.
For the majority of people, a common reaction would be Square has millions of dollars and a reputation to give things for free but if you’re starting out you don’t have the means to do something like this. You believe that giving something away can harm your growth but you are allowed to give back things that are for free, like a follow, a PDF or e-book, and more things which don’t use money. The sky is the limit!
The goal of these contests or giveaways is not about who gives the biggest prize but to generate engagement with your followers or potential clients, helping them get to know you more, learn what you do and maybe buy or use your product.
I’ve seen people getting excited about just getting an invitation for exclusive live streams, access to new groups, codes to use the app before it’s released, or things that make them feel like insiders of the company.
I call it the power of luck as there’s a lot of benefits from doing this, you can make someone (the winner/winners) really happy, helping them get something that maybe they needed but were indecisive about it. Luck to the people as they got hope of gaining something but as well, luck for the brand as the strategy can be a turning point in their history.
The benefits are countless but here are six that can help you think about implementing one for your projects.
It can help you grow your network. Running contests are a fantastic way to build your social media following and generate leads.
It can help you save money. Believe it or not, running a giveaway can be an inexpensive & cost-effective marketing channel; the cost associated with doing a giveaway can be quite low. Just budget for the cost of the prize, how you'll market it, and the time you spend on managing the whole process. The gains will be worth it
Gain product exposure. Launching or promoting your product with a giveaway is an amazing way to generate buzz around your brand. Having the prize be your product will help create interest and excitement for your brand.
It helps you give back to your fans. When you create a community sometimes is hard to continue creating content for them, but if you want to share some love with them, give out prizes as a way to show your appreciation.
It can help you save time. In relation to other internet marketing channels, running a giveaway doesn’t require a lot of technical knowledge. In addition, the amount of time spent on creating and launching a giveaway promotion is relatively low.
It can help you to have some fun. Everyone loves the chance of winning! There’s nothing more joyful than delivering the good news to the winners. Running a giveaway can be a blast, creating thousands of conversations on the side to see how people can participate and get something in return.
I recommend this once in a while for brands as there a chance of creating excitement and generating conversations with thousands of people. The power you already have it, you just need to know how to use it wisely.
Share me your thoughts by reaching me on my Twitter
Good luck!
Jose E. Ruano
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