Why keeping your prize winners happy is essential for ultimate campaign effectiveness

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Imagine this.  You run a prize promotion.  Not only have your campaign results been fantastic and you’ve achieved the holy grail of sales uplifts, but you also get some amazing feedback from your brand’s consumers on how amazing their prizes were.  So then, not only do you have that hugely uplifting response to give back to the Brand Manager, but that consumer also goes on to tell another 15 people about their amazing experience with your brand.  And so the word spreads.  Often overlooked by brands and agencies alike, this feedback is gold dust and forms a huge part of completing the results cycle of a well run prize promotion.  As an example, here’s feedback we received in for a client this morning.  It’s more likely than not that this particular consumer will tell at least 150 people of his interaction with the brand, and with a wedding on the cards, offers further potential opportunity to engage with their delighted winner:

“Just wanted to send you a quick email to say many thanks for all the organising you did for my winning snowboarding trip. Thank you for your patience and understanding when I was deciding on dates etc. and many thanks for ensuring we received all the necessary information and documents needed.

We returned from our trip on Saturday and we have all had a fantastic time. The hotel was lovely with the food a particular highlight, superb quality and very tasty!  Chamonix was such a lovely place and I shall miss getting up each day to be greeted with the sight of mountains everywhere I look. The snowboarding was hard work but very enjoyable and have managed to pick up the basics although at the expense of a bruised and aching body.

The trip was made even more special for us as on the Wednesday I decided to propose to my girlfriend nearly 4,000 metres up in the mountains. I’m delighted to report that she said yes and will now make this trip even more memorable.

All in all a good times was had by all four of us and it is certainly the best prize I have ever won. Thank you once again for all that you have done in making this trip happen.”

JB, Relentless winner

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