The new Instant Win feature announced last week is a great new addition to your StickyFish program. In fact, used properly, it will be one of your most valuable weapons. It will enhance your offers, extend your benefits, drive instant reaction and increase page views.
Why Instant Win is a Great Idea!
Your loyalty program is successful because of the benefits, offers and possibilities that come with membership. As you know, some are more enthusiastic than others at the prospect of collecting points. Instant win energizes your program with the possibility of WIN NOW for taking a simple action. Points become a secondary benefit, a “thank you” for participation.
How Instant Win Works!
Instant Win can be used with any member appointment (Listen & Win, Watch & Win, Read & Win, etc) or bonus code features. Any member who becomes an instant winner can earn points, a prize or both. When a member wins, they are instantly notified of the prize, and how to claim it. If they are not the instant winner, they receive a separate message.
Using Instant Win
There are several ways to set up Instant Win:
1) Select one (or several) specific member(s) of your database and designate them as the "Instant Winner". If they participate in the event, they will be notified immediately that they are the Instant Winner with instructions on how to claim their reward. Here are two specific examples:
a) You have a very limited number of large, lucrative prizes, such as a pair of tickets to the Super Bowl. Your offer to members is the chance to be an instant winner during Super Bowl Instant Win Hours (or Instant Win Day, etc). Direct members to log on at specific times and
enter a bonus code word to find out if they win the tickets
instantly! The bonus code word can be announced on the air, on your web site, in your print materials or distributed live at events. The Instant Win Hours can be scheduled whenever you choose, as often as you like, and the Instant Win duration can be any time period. This not only encourages longer time spent with your program, and more frequent engagement online, it also causes more appointments with your core brand (listening, watching, reading, responding). If the designated instant winner does not enter the code word, you can
offer the same prize in another instant win hour (or day). The winning name can be promoted, whether they claimed the prize or not! The net result is your prize inventory is greatly extended, leveraging your prize budget.
All members who participate receive a token amount of points for participation as a consolation prize.
b) Daily Instant Win Opportunities (Listen & Win, etc), can be built around an your regular appointment event. Simply pre-select one member as a $1,000 Instant Winner, and promote! This is also a great time to promote previous “instant winning names”, even if they didn't actually claim the prize! After all, they were a winning name-but they didn't claim it! For a radio station, here is how it could sound on the air:
"Congratulations to yesterday's $1,000 instant winning name, Jane Doe – Are you today's $1,000 Instant Winner? Log on before midnight tonight, enter the Song of The Day and find out. And everyone who enters the song gets 2,500 points. Now, here’s today’s Song of the Day…."
The Instant Win tactic has the added benefit of refocusing the appointment event from exclusively point collection and more on benefits of engaging. In this instance, points become the “consolation” prize that carry additional value.
Whether you use Instant Win for daily contest offers or reserve it for major cash contests, Instant Win extends your budget, increases participation and seamlessly integrates into your promotions and offers.
Multiple Random Winners can be chosen for smaller prizes. When setting up the Instant Win feature, you can designate the number of instant winners, and the frequency. For example, you could establish that 1 in every 200 participants is chosen at random as a winner, with a maximum number of winners to be 25.
If you have an unlimited number of prizes, such as a discount coupon, you could even make ALL participants an instant winner.
Instant Win Expands Promo Potential
Using instant win effectively allows you the flexibility to increase the value of program offers. Managing it effectively, you can legitimately claim promotion language such as:
"Thousands of Instant win dollars offered each week".
"Over $300,000 in instant win cash was offered last year"
“You, or someone in your office may have already won (prize) and not even know it.”
Summary
We encourage you to take advantage of Instant Win. Experiment with it and apply the feature to some of your loyalty engagement strategies. Let us know how we can help you discover new methods to:
1) Increase daily activity
2) Drive more page view traffic
3) Attract more members
Let us know your ideas to put Instant Win to work for you!
3 Comments
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Is it possible for the process to be automatic? One winner is randomly selected by the computer from those who played a certain bonuscode? For example:
8:44 am on 1/5/10Listen to the “Word of the Day” mornings at 8:50a…You could win FREE Suns tickets!…Listen, Enter the Code earn points and NOW INSTANT PRIZES…Go to Allstar.KTAR.com.
Absolutely love this feature. Would love to hear how some of the stations have used this.
8:04 am on 1/7/10Hi Sam,
9:13 am on 1/7/10Great to hear from you!
Yes, you can set it up exactly this way.
In admin, when you set up Bonus Code, click on INSTANT WIN tab
Then, enter your criteria for selecting a winner….in your case you would choose odds of winning (1 in xxxx), with a maximum number of winners (number of tickets you have).