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6 mistakes to avoid when running giveaways to your customers-new blog of small business coach

6 Mistakes to Avoid When Running Giveaways to Your Customers

Many businesses have turned to holding giveaways as part of their marketing strategy. It’s an effective way to increase brand visibility, engage with customers, or drive sales. Some popular giveaway gifts include mugs, shirts, plastic wristbands, and other accessories with the brand’s logo and name. But despite the potential benefits of running giveaways, many businesses can fall into common traps that can derail their campaigns.  

From failing to promote the giveaway to not sending the promised gift, several critical mistakes can make marketing efforts ineffective. If you want to ensure the success of your giveaway, here are some of the mistakes you need to be aware of and how to avoid them.  

Failing to Set Clear Goals for Giveaways

When it comes to any successful marketing campaign, setting clear and measurable goals is vital. It’s the same with giveaways. Before launching a giveaway, take the time to define what you aim to achieve. Are you looking to increase your social media following, drive website traffic, or generate leads? By establishing clear objectives, you’ll have a well-defined roadmap for success. You’ll also be able to measure the effectiveness of your giveaway. 

When setting your giveaway goals, use the SMART criteria. This means your objectives are specific, measurable, achievable, relevant, and time-bound. So instead of simply aiming to “increase social media followers,” you can set a more specific goal like “gain 1,000 new social media followers within one month.” 

Overlooking Target Audience Relevance

One of the most common mistakes businesses make when running giveaways is failing to tailor them to their target audience’s interests and preferences. A giveaway that doesn’t resonate with your audience is unlikely to attract any meaningful engagement or drive your desired outcomes. 

So before running a giveaway campaign, conduct thorough audience research. It will help you understand your target audience’s demographics, interests, and pain points. Then, use this information to design giveaways that appeal to your customers’ preferences. At the same time, ensure that they’re aligned with your brand values. If your target audience is made up of health-conscious millennials, consider giving away a fitness tracker or a wellness retreat. 

Having Complicated Entry Requirements

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In many cases, complex entry requirements can act as barriers to customer participation in giveaways. It can deter potential entrants from taking part in your giveaway promo. If you want to maximize participation and engagement, keep entry requirements simple, clear, and user-friendly. 

Ask giveaway participants only essential information and minimize the number of steps required to enter. It’s also best to avoid requiring participants to jump through hoops or complete overly complicated tasks, such as creating original content or sharing excessively on social media. It can help encourage them to join.  

Lack of Promotion and Marketing for Giveaways

Even the most well-planned giveaway will go unnoticed if it’s not properly promoted. This is one of the most common mistakes many businesses make. Many underestimate the importance of undertaking a proper promotional campaign and fail to invest sufficient time and resources into marketing their giveaways, which results in unsuccessful campaigns. 

If you want to avoid this, develop a comprehensive promotional strategy to maximize exposure for your giveaway. Utilize a mix of channels, including social media, email marketing, influencer partnerships, and paid advertising, to reach your target audience and encourage participation. Additionally, create compelling and visually appealing content to grab attention and generate excitement around your giveaway. 

Giving Away Unappealing or Irrelevant Prizes

While giveaways are intended to attract participants and generate excitement, offering unappealing or misaligned prizes can backfire. Prizes that lack value or relevance to your target audience may fail to attract participation or result in disinterest from potential entrants. So, make sure to choose gifts that are attractive and aligned with your brand.  

You can also consider prizes that showcase your products or services, reinforce your brand message, or address the needs and interests of your audience. If you’re a technology company targeting gamers, you can offer high-quality gaming peripherals or exclusive game bundles as prizes. They would be more enticing than giving away generic merchandise or unrelated items outside of your niche. 

Failure to Follow Through with Prizes

If you want to maintain trust and credibility with the giveaway participants, fulfilling prize commitments promptly and transparently is crucial. Failure to deliver on prize promises can damage your reputation and discourage future participation in your giveaways. 

So apart from the giveaway mechanics, plan for prize fulfillment as well. Make sure you include shipping logistics, communication with winners, and resolution of any issues or delays that may arise as part of the plans. It’s also a good idea to keep participants informed throughout the process. It will ensure a positive experience and avoid any potential backlash or negative publicity. 

When executed correctly, running giveaways can be an effective marketing strategy. To ensure your efforts don’t go to waste, be aware of the mistakes you might make with giveaway campaigns. You can refer to the ones mentioned in this article, along with how you can best avoid them. Doing so can help you maximize the effectiveness of your giveaways and achieve your marketing objectives. 

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