Everyone ’ s A Winner
Prizes and Loyalty - Learnings From Working With The World ’ s Biggest Brands
Have you heard of The NDL Group ? If the answer is no , we ’ re sure you will have heard of the brands they are involved with , from McDonalds , TomTom , and KFC , to XBOX , Universal , IKEA and Russian Standard Vodka .
The NDL Group offers complex technology solutions such as the generation and verification of multi-territory promotional codes , alongside inspirational prize and reward content . Prize proposals for clients can be as diverse as dream holiday locations , jungle tours , helicopter rides or unique dining experiences . With loyalty the hot topic on everyone ’ s mind , we wanted to take the cream of the learnings from Nick Deyong , the founder of NDL .
Where was NDL borne from ?
The idea for NDL came about when I was working in travel in the early 90s . Major radio stations were successfully running weekly promotions , but struggling to manage all the travel aspects for the winners . I spotted a gap in the market for an agency specialising in ‘ winner experiences ’.
How do you make an effective promotion ?
To make a promotion effective , there needs to be a clear definition of the specific goal the promotion is required to deliver . Where in the decision process are you needing to incentivise the customer ? For example , if you are running a car promotion , are you clear whether the goal is to deliver the final sale , or increase numbers of test drives ?
If insight shows that a scalable number of test drives will lead directly to sales , then the focus should be on finding an engaging incentive for the target audience that prompts a sign up to the test drive . The ongoing sales process should then convert into the sale . The promotion would be too stretched if the task were to deliver both goals through one mechanic . First we start with the big idea . It ’ s the headline that catches the attention of the brand owner , media owner or agency we ’ re working with . Next we look at every element required to deliver it , from practical , legal and technical perspectives . Finally , after a few tweaks , we check that every detail of the prize resonates with the target audience , fits the promotional theme and still works as a headline .
What can promotions achieve for a brand ?
Promotions can be successful in driving sales away from the competition , incentivising trial , increasing shelf space in a specific retailer or rewarding customer loyalty . Running an inspiring , well- targeted prize promotion can help achieve real standout from a brand ’ s competitors . The prize theme and relevance to the brand supports their point of difference , and can help sway purchase decision away from a seemingly similar product . By really understanding what motivates the audience , the winning combination of appealing prize content with a slick , simple prize entry mechanic can help drive sales by rewarding multiple or repeat purchase .
When market research or customer insight leads the brief , a promotion can be created to prompt a specific behaviour . If a cereal brand wants to launch a new product , and insight shows that tasting the product is the best way to convert into future sales , then sampling mechanics such as ‘ Try me free ’ or ‘ Buy your regular product , and get a free sample ’ will help achieve those goals .
Are there any types of promotions that you started out doing that you don ’ t really do anymore ? Answers on a postcard , please ! Thankfully the days of sackfuls of postcard entries are almost over . Some promotions requiring skill-based answers can result in small mailbags , but more often than not there are online routes of entry , or content generating tasks using social media . It ’ s a great demonstration of how technology has helped the industry become more advanced for both the agency and the end customer .
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