When we were kids, the promise of a gold star or a sticker was all the incentive we needed to do our very best on a spelling test. As we grew, the incentives did too, a higher allowance for keeping your room clean, then a higher salary for doing a good job at work.
So it’s no wonder that consumers are willing to give a little more of themselves to a brand, as long as there’s a prize at the end.
SocialVibe and KN Dimestore recently conducted a survey to discover just how helpful incentives can be. They placed interactive ads on sites such as Causes.com and Pandora and on games like Farmville. Visitors were asked to play a branded game or take a survey and in return they’d receive an appropriate reward. For Farmville it was game credits, air-time without ads on Pandora and donations on Causes.com.
What they found was that 91% of people pay attention to the brand message when they interact with an ad. 48% said that they may have initially gone in just to get the reward, but ended up staying for the messaging anyway.
They also found that more people came away with a positive feeling about a brand after participating in an interactive activity. This positive feeling carried over into purchase intent with one product seeing a 56% lift as compared to the control group. And how about this one:
“Consumers exposed to an incentivized engagement were 161% more likely to visit the brand’s website.”
The survey also proves that incentives equal conversions by monitoring ticket sales after participants interacted with an incentivized movie campaign. Sales were 22% higher than those who were not given an incentive to view the ad.
Jay Samit, CEO for SocialVibe says,
“People go online with a purpose, and most forms of advertising, such as display and pre-roll, are disruptive and not additive to that experience. The way to capture a consumer’s real attention is to respect their time commitment through the value-exchange approach.”
It’s also interesting to note that the value of the incentive doesn’t have to be very high in order to get a positive outcome. You don’t have to hand out cash in order to get people to participate. Virtual merchandise and coupons are both very popular, inexpensive options.
Your customer’s time is valuable, so why not give them a little something special just for paying attention? If SocialVibe is right, it will come back to you two-fold in the end.