The least recent marketing methods are not necessarily the least effective. All solutions to increase your presence among customers can bring their share of advantages and disadvantages. And the good old competitions, which might seem obsolete, are not necessarily from another age and their interest no longer needs to be demonstrated.
What are the advantages and disadvantages of this method of communication? Is there still an interest for your business in implementing this type of commercial action or have new technologies definitely taken over from these good old methods?
Timeless advantages
Different prizes to be won, each more interesting than the last, participation forms to fill out for each customer wishing to participate in this game, a court commissioner (formerly a bailiff) to verify and approve under the law that the game is properly run. This is the recipe for seriously and effectively organizing a competition and promoting your business through this.
This method might seem obsolete, in the age of digital and social networks, but nevertheless, many brands and not the least (supermarkets, large companies present throughout the territory), no longer hesitate to set up a competition to meet numerous objectives: increase sales, improve the presence and visibility of the company with customers.
The effectiveness of the competition no longer needs to be proven. A good number of customers favor this type of commercial action. Simplicity, efficiency, interesting prizes and attractive winningsactive, these are the pmain motivations of customers when organizing this type of event. It is then up to the company to ensure that this game is sufficiently attractive for its customers and correctly established to meet the needs of the company (need for visibility, need for notoriety).you).
Significant disadvantages
Despite everything, it is clear that with the continued evolution of new technologies and the weight gained by the Web, many new methods have appeared to increase the visibility of a company. Social networks offer a lot of ideas, a lot of possibilities for organizing a game, a precise and defined commercial action to respond toux expectations and objectives of the company and attract more interest from customers, and all target groupspossible clientele (young people, CSP+, etc.).
A quizurs physical therefore seems to attract less attention than a targeted online action, given the obligation to go to the point of sale to be informed of the existence of the action.
Digital technology has brought a real dematerialization of customer-professional relationships, and the traditional in-store competition could be seen as a step backwards. Some will say that it is a good thing to want to reestablish a human bond between seller and customer, others criticize this type of action for its lack of modernity.
The downside is majorur: judged a little austeree by some customers, the paper competition is not the most visible commercial action. It’s up to you, managers and business leaders, to determine the objectives of your company and measure the interest in such a project.
The competition, with new technologies
New technologies have given a real revival to the competition and have made communication with customers easier. However, you must carefully respect data protection rules (in particular those governed by the CNIL and the GDPR) in order not to find yourself in difficulty. The ease of use of the hybrid and digital versions has also been a great success.
