Competitions can be a very effective method of sales promotion giving the brand the opportunity to interact with the consumer.  It may be used as a mechanic to obtain valuable data relating to consumer needs and desires.  For example, a factorial type of promotion where the consumer has to rank a series of subjective statements in order of importance, can easily provide useful data to a brand that wants to find out more information about their target audience.  In this case study handled by OneFee, Ford Motor Company  listed eight features of the new Focus and asked visitors to showrooms to rank them in order of importance.  All those consumers whose answers matched those of the panel of judges won a Focus.

Factorial promotions can provide a huge headline prize fund for a very low budget, as in theory everyone who enters could win.  Of course, statistically this is very unlikely, but the objective is to gain information not to give away lots of prizes.  With the OneFee fixed fee concept, the promoter has no worries about the number of prizes won as we take this risk.

Factorials can be run on pack, online or off the page.  Entries are validated by the consumer attaching a till receipt or proof of purchase.  For online factorials, the consumer is asked to enter the date / time on the till receipt that shows their proof of purchase.  If they win, they must produce this till receipt in order to receive their prize.

 

Competitions

01442 829400

© grgOneFee limited, part of the Grass Roots Group

Brand:  Ford Motor Company

Promotion Type:  Factorial

Mechanic:   Visitors to Ford dealerships were invited to rank in order 8 features of the new Ford Focus.  All entries that matched the panel of judges won a new Ford Focus worth £10K

Communication:  In dealership

OneFee role:  Set up PO box, validate claims, management and reporting.