Run Successful Giveaways with RandomPicker
Giveaway app is an essential tool for all online marketers. When you do the giveaway in a right way it can be a wonderful source of new customers, subscribers, fans, followers and other stakeholders. You can increase the loyalty of your current clients – even a very serious business can make their customers happy with a funny event time to time.
How to Select Giveaway Winners
Use RandomPicker.com or another trustworthy random winner generator. Random picker creates a public record for each drawing and have several anti-cheating measures to make your drawing transparent. You can also share the drawing link with the entrants during the live event and they can see the drawing in real-time or replay it later.
Pick winners in Excel
Put entries into the first column and random number formula =RAND() into the second column. Because excel recalculates the random numbers after each action, you need to copy the random numbers column and paste it back as values. Then just sort the whole table using the random number and the first record with lowest (or highest) value is the winner.
Manually draw printed tickets from a hat. It’s the good old-fashioned way. In some cases this may be a novelty, especially in the digital age we now find ourselves in. This approach is suitable only for a limited number of entries.
How to Collect Entries
If you have a simple list of participants, just upload them into the RandomPicker and make the drawing. You can get the list by exporting your eligible customers from CRM, Mailchimp or other software you use.
If you want to collect new contacts or other information during the giveaway, there are dozens of form applications for self-registration (WordPress plugins, Google Forms, Microsoft Forms, SurveyMonkey, TypeForm and many more).
The second option is to use a collection form of your giveaway app. You can also customize the collected information, its content and look and feel. All submissions are automatically included into the random picker generator, so you don’t need to import them before the drawing.
Inform winners, publish results
When the winner is selected, you can proceed with the last part of the giveaway – promote the results. Again, use all relevant channels involving your website, Facebook, Twitter, Instagram and other social media, send newsletter…
Sometimes winner might not be reachable – he gave a wrong contact or not responding for a longer time. You might find out he is not eligible to win from some reason. The giveaway guidelines should be prepared for this situation. We recommend selecting at least one alternate winner which you would you if this happens.
You can also publish the link to the drawing’s online public record so people can check presence of their entry in the drawing or replay the drawing.
Should I use one big prize or many smaller prizes?
The advantage of one big prize is that it attracts attention (Wow! effect) much more than many smaller items. Generally, one iPhone will bring more traffic than twenty premium earphones.
We know from studies that some people tend to risk more, and some people perceive the low chance of winning negatively, i.e. they see the chances of winning as too remote to be worth bothering with. The solution is to combine both approaches and offer one prize with higher value (attractive, but low chance of winning) and several smaller prizes which increase the probability to become a winner. This could engage many more people.
The main prize has usually the quantity of 1 because the level of attraction between one or two is nearly the same, but the costs would increase twice.
- 1 iPad and 20 Acer tablets
- 1 weekend in a hotel and 10x discount 50% off dinner
What is the best giveaway timing?
Do the giveaway whenever expedient. That said, doing your giveaway during a holiday or a season can increase participation. Here are some examples:
- Summer – sun, travelling, BBQ, beer drinking, outdoor activities
- Winter – snow, ski, ice skating
- Sport events – Super Bowl, Olympic games, NHL final, Wimbledon, WBA Boxing Championships, etc.
- Black Friday shopping spree, Cyber Monday
- Back to school
- Thanksgiving Day
- Valentine’s Day
- Mother’s Day, Father’s Day
- New year
- St. Patrick’s Day
- Tax return deadline
- Kid’s Day
- Country national holidays
The results of some marketing studies show the most effective time of day for starting a giveaway is the later morning or evening/night time. But his can really vary audience by audience. If business people are your audience, it’s better to start during the working hours.
What is the best giveaway length?
Another typical question is the length of the promo giveaways. It should run only a few days or the whole year – which is the best?
You need time to promote the giveaway to expose as much your target audience as possible.
You need to give enough time to participants to react – subscribe, buy the product, fill in the survey, recommend … this could take days, weeks or months business.
And sometimes you need some reserve – what if the promotion is not successful, you would need some extra time to try another approach.
Typical giveaway schedule:
- On a weekly base (every Monday)
- On a monthly base (after end of every month)
- Every quarter
Usually, the smaller prizes are the shorter the length of the promo is and vice versa. Giveaways with the length over 6 months are usually perceived as too far and might be not attractive from this reason.
What are common actions to join a giveaway?
- Register to our mailing list
- Complete survey, give feedback, take part in a study
- Purchase product, download app, buy ticket
- Like page, post, retweet
- Recommend us, write a review
- Draw ideal product,
- Take a photo or video of…
- Give a vote for your favorite …
- Quiz or trivia contest
- Write an essay
- Submit product feature idea, improvement tip
- Simple sweepstakes – participants submit entries
- Fill in the blank
Don’t push people to make effort if your goal is quantity and you don’t offer a super extra price. No complicated rules, if people don’t quickly understand the idea, the won’t participate. On the other hand, competition where people don’t need to do anything to join the list aren’t also not as effective as they could be – they seem a little suspicious to contestants. That’s why a small action (funny or interesting) is preferred. The higher the value of prize is, the higher is the willingness to a necessary action.
Avoid using the lottery scheme – this means people should buy lottery tickets with only one purpose – to have a chance to win. This scenario is very strictly regulated in many countries and only licensed organizations can organize lotteries.
Where to promote giveaway?
You need to let your audience know about the competition. Here are some examples.
- Your website, blog, intranet
- Facebook, Twitter, Instagram, Pinterest, YouTube
- Use your email database or add the promotion to your newsletter
- PPC campaign (preferably on social media as people tend to play here more than during the internet search of when reading articles)
- Try to build a viral campaign if there is something unique in your competition.
Of course, you can use any other channel you are used to (POS, tickets, bills, on products, TV &radio and many other).
What are the possible legal issues?
There are many laws limiting giveaways, raffles, lotteries, contests in almost every country in the world. Check the laws in your country at the moment when you create the giveaway concept. Usually, governments prohibit, limit or apply taxes to the following types of competitions:
- Lotteries – you pay for a lottery ticket in order to have chance to win money
- Giveaways with money as a prize – means you can win cash or their equivalent (money voucher atd.)
- Random winners – some countries doesn’t allow the random winners at all and you need to use the non-random concepts (Q&A, quizzes, creative contests).
- Very expensive prizes – some countries limit the value of the prizes
- Giveaways contradicting good morals in general
Be sure about the usage of the trademarks in your promotion.
Be sure to have all images used in the raffle properly licenced. Not all images from free photo banks are really free. The costs of solving problems with unauthorized usage are always much higher than spending a few dollars to buy the license.
We recommend discussing your giveaway concept with local raffle law experts to avoid potential problems.
Be consistent – your giveaways should reflect your company values, be in harmony with other marketing activities and target personas. If your giveaway budget is low, add more creativity! You can come with interesting prizes which don’t ruin your wallet, add unexpected execution or unique idea. Making giveaways is a long-term process, where you collect experience step by step. Analyze deeply all your giveaways and learn how to be better. Track ROI of your promotions!
Never try to fake the winners. It takes a lot of effort to build a trustworthy brand, but you can spoil a good name in a minute!
Ready to Start Your New Giveaway?
Try RandomPicker, the platform for giveaways and random drawings chosen by more than 200k companies worldwide.