Contests and sweepstakes are another way to give customers gifts, but with the benefit of allowing the consumer to engage more with the brand itself, usually with a fun game or substantial gift. According to Juan José Rodríguez, the amount of the gift depends on the type of audience each company is targeting. “In Spain, 50% of consumers prefer to enter a raffle for something valuable and the other 50% prefer small and immediate gifts. It really depends on your audience,” he assures.
Once again, the trend is to partner with other companies to offer good gifts without detracting from the bottom line. A good example is the joint promotion of the children’s fashion house Mayoral and the company MSC Cruises. “We have launched the ‘Your Holidays at Sea with Mayoral’ campaign to reward those who already follow us on Facebook and to grow our community. We wanted to reach 30,000 fans and we did it,” explains Rosario Carrillo, Mayoral Marketing Director.
The competition combined the direct prizes (to enter you had to fill out a questionnaire and in return you received a €100 voucher for an MSC cruise) and the prize draw, in this case the cruise. Those who invited friends to participate received more entries in the sweepstakes. “Co-branding is a more efficient way of running promotions, sharing costs and increasing circulation. But you have to choose the partner well, that it is a related brand and with the same values and prestige,” warns Rosario Carrillo.