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Customer experience is what makes your sweepstakes or contest unique. It’s the sum of all of the interactions that participants have with your sweepstakes and your brand.
Customer experience in sweepstakes may include how participants engage with your follow-up sweepstakes messaging, whether they research your brand and shop for products, whether they complete multiple entries or rely on their single entry for a chance to win, and so on.
Customer experience is one of the main factors that will determine whether sweepstakes participants will enter your promos and become loyal customers.
Understanding Customer Experience for Sweepstakes and Contests
In this post, we’ll explore some ways that you can create an amazing customer experience for your sweepstakes or social media contest.
You’ll learn the latest sweepstakes marketing tips, along with a few sweepstakes ideas to help you improve your ROI from sweepstakes.
So let’s get started!
IN THIS ARTICLE:
- What makes a good sweepstakes experience?
- How do you improve customer experience for a giveaway?
- Why is customer experience so important for sweepstakes and contests?
Get to Know Your Target Audience to Improve Customer Experience
If you’re running a sweepstakes or social media contest for your existing customers, all you have to do is send them a survey to get the feedback that you need.
However, if the goal of your giveaway campaign is to increase brand awareness, then it is a good idea to get to know what your audience actually wants from your brand and make a plan.
Map out the customer journey as to how participants turn into customers.
How do potential customers interact with your brand during the sweepstakes versus how they normally interact with your brand?
You can also use social listening to determine what customers in your target audience have to say about your competitors and related products and services.
What are their biggest problems with the existing solutions?
What are they praising other brands for?
Make Customer Support Readily Available
Let your sweepstakes participants know that if they have any questions about your company’s products or services, that they can contact customer support.
For this you should focus on the channels in which your sweepstakes participants are most active and ensure that you respond promptly to inquiries you receive.
You should already have live chat support available on your website. Make sure that you also offer chat support via social media.
Chatbots can assist you in responding to inquiries 24/7 (when live support is not available). Chatbots are an easy way to deliver sweepstakes FAQ links as well including the link to the official rules for your sweepstakes or social media contest.
Make It Easy to Grab Top Selling Products From Your Brand
Want to convert sweepstakes participants into customers instantly? Make it easy to purchase your top selling products by providing participants with special offers and discounts during your sweepstakes campaign.
Not only will this entice potential customers to check out your brand, it also provides an incentive to your existing loyal customers to make a purchase. Even if they don’t win the sweepstakes, existing customers will appreciate the discount and coupon offers.
Get creative. Create useful guides, tools, and videos that sweepstakes participants can engage with while exploring the brand. This strategy will also help you to deliver a unique customer experience for your sweepstakes.
Cater to Your Audience’s Emotions in Social Media Contests
What do people love about sweepstakes and contests? The excitement, the rush of the sweepstakes prize reveal, seeing all of your friends get excited about entering to win a prize.
And finally… learning who the sweepstakes winner is aftering having waited patiently for the promotion to end!
As you can see, sweepstakes and contests are a rollercoaster of emotions for your audience so don’t hesitate to put on a show by catering to your audience’s emotions through storytelling.
In fact, a study conducted by Harvard Business Review uncovered that emotional connections matter when it comes to achieving customer satisfaction. Customers who are fully connected also tend to have a higher lifetime value.
It is important to keep in mind that your sweepstakes or contest is a mental representation of your brand in your customers’ minds. Personalizing your sweepstakes or contest with emotional content can help consumers connect with your brand more deeply.
Here are some of the feelings that you can use to improve customer experience for a sweepstakes:
- Be unique in the crowd. Make your giveaway participants feel special.
- Show your brand’s place in their future. Customers needs to trust your brand before they will enter a sweepstakes.
- Help consumers live better lives. Brands that run sweepstakes that improve the winners’ well-being (e.g. holiday sweepstakes) tend to attract more participants.
- Evoke a sense of thrill. Cater to your participants need for excitement and surprises.
- Help consumers feel connected. Sweepstakes and contests bring people together. Show your participants that you want them to share the fun with their friends!
- Success in life. Make your sweepstakes or contest participants feel like your brand’s success is also their success. Show your audience that your brand’s values align with theirs.
These emotional motivators are not consciously acted upon for customers. As a result, these touchpoints are better analyzed through data. However, by planning your sweepstakes or contest with specific customer experience KPIs in mind, you can ensure that you are fostering deep connections with your audience.
Leverage MicroInfluencers to Improve Sweepstakes Customer Experience
Micro-influencers are the social media users who can relate to your target audience simply because they have something in common. They might already be customers of your brand but with larger than average follower audiences. As a result, their followers are highly-engaged and likely to be interested in your sweepstakes or contest.
Micro-influencers can help amplify the conversation around your giveaway promotion to help your promotion attract more participants. They can also make your marketing seem more organic, helping to drive a strong emotional connection between consumers and your brand. They may even be able to collect relevant feedback about your brand on your behalf.
Customer Success Starts With Full-service Sweepstakes Administration
As sweepstakes and contests become more interactive, especially with the metaverse, we will see an increase in the number of touchpoints that brands will have to monitor in order to effectively connect with customers during a sweepstakes, contest or giveaway. This will require both full-service contest or sweepstakes administration and an advanced martech stack.
This is great for brands because now consumers will be able to let brands know how they feel about a specific product or service more efficiently than ever. Prove to your customers that you are ahead of the curve by identifying and planning ahead for customer success for your sweepstakes or contest.
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