A sweepstake can attract many participants without you learning whether the campaign has done anything for your organization. Therefore, determine which outcome you want to evaluate at the setup stage. Below, we outline a fictional product campaign so you can see how reach, participation, and results differ from one another.
Example: attention for a product introduction
An organization wants to introduce interested parties to a new product. The prize aligns with that product. The team chooses as the key question: how many people view the product information after contact with the promotion? The campaign is therefore not exclusively focused on as many forms as possible.
Record the usual visitor numbers before the campaign. Choose a comparable period and note specifics, such as a newsletter or another advertising campaign. Otherwise, you cannot properly assess where a change originates from.
What do the figures say?
Fictional calculation example: 1,000 people visit the promotion page, 200 submit a valid form, and 60 of those participants subsequently view the product information. The participation rate is then 200 ÷ 1,000 = 20%. Of the participants, 60 ÷ 200 = 30% proceed to the product information.
These are different outcomes. More forms may seem pleasant, but do not necessarily mean that more people discover the product. Also, a visit to product information is not yet a purchase. Therefore, give every number a clear name.
What do you look for if the result is disappointing?
- Low traffic: does the announcement reach the intended target audience and does the link work?
- High traffic, low participation: does someone understand the offer and does the form not require unnecessary effort?
- High participation, low product interest: does the prize mainly attract prize seekers, or is a logical next step missing?
Do not change everything at once. Choose one likely explanation and record what you want to improve. Changes during an ongoing promotion must also fit within the published agreements.
Which costs do you include?
Include prize procurement, creation, technology, support, and promotion together in the evaluation. Divide that total only by a well-defined outcome. “Costs per participant” and “costs per product visit” are different key figures. A low amount is not automatically favorable if you are counting the wrong result.
Record the outcome on one page
Note the original objective, the measurement method, the realized outcome, and one recommendation for a subsequent campaign. Also state which influence from other activities you cannot exclude. Use only data that is appropriate and necessary and inform participants about the processing.
The participant journey and measurement are separate from the legal setup. For this, consult the checklist for terms and conditions. Would you like to discuss the objective and execution together? Submit your campaign briefing to Loteraise.