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Black Friday marketing: 6 tips for better conversion

Black Friday marketing: 6 tips for better conversion

by | Sep 28, 2023 | Audience engagement, Conversion

Black Friday, that long-awaited meeting with your customers, is just around the corner. Are you looking to attract more visitors to your digital ecosystem? Do you want to boost your sales in the run-up to Christmas? In this article, we’ll explore how to incorporate gamification into Black Friday marketing campaigns.

We’ll also give you seven essential tips for successful Black Friday marketing actions. Find out how to turn this time of year into an exceptional growth opportunity.

SUMMARY

Why set up a Black Friday marketing campaign?

To begin with, let’s take a brief look at the history of Black Friday. Born in the United States, this day marks the start of the end-of-year shopping season. It takes place the day after Thanksgiving, with massive offers and discounts. Black Friday is a massive phenomenon in its native country, with 9 billion spent in the United States today.

However, over the years, Black Friday has evolved far beyond being just a day of sales for our American neighbours. It has become a global event, a date that consumers mark in capital letters in their diaries. It’s more than just a tradition; it’s become an institution.

Black Friday marketing is a must. It’s a time when consumers are keen to spend, look for deals and explore new brands. It’s the perfect time for businesses to stand out from the crowd and build strong relationships with their customers in the run-up to the festive season.

purchasing power gamification adictiz

What are the objectives of Black Friday marketing?

Black Friday can be an opportunity to :

  • Develop brand awareness: Taking advantage of the increased attention generated by Black Friday can be an opportunity for businesses to raise their profile. Whether you’re a small start-up or a large retailer, this period offers invaluable visibility.
  • Increase sales: Consumers are on the lookout for exceptional offers. By offering attractive discounts, sales can be significantly boosted.
  • Building customer loyalty: Offering exclusive benefits to loyal customers during this period can strengthen their attachment to your brand. They’ll feel privileged and be more likely to come back.
  • Collect valuable first-party data: It’s also a good time to collect customer data. The information obtained can be used in future marketing campaigns.

Tip 1: Black Friday marketing: the gamification option?

Gamification involves integrating fun elements into marketing strategies and making the customer experience more interactive. This can take the form of online games, competitions or challenges.

For example, it is possible to launch a competition where customers can win discounts or products by sharing their shopping experiences.. Cette approche ludique permet d’augmenter l’engagement des clients et les incite à revenir pour en savoir plus sur les offres proposées.

Tip 2: Strategic data collection

Data collection is a key element of any successful marketing campaign. Take advantage of Black Friday to obtain valuable information about your customers. Ask them to sign up to your newsletter or fill in questionnaires in exchange for exclusive benefits.

The Quizzes and personality tests are relevant examples of data collection strategies. They encourage the collection of first-party data without making the form too cumbersome. Not only do they allow you to get to know your customer base better, but they also direct you towards products that correspond to each individual’s needs.

Tip 3: Personalise your offers

Personalisation remains crucial to increasing conversions. It is interesting to use the data collected to propose tailor-made offers. Send targeted e-mails based on past purchasing preferences, recently consulted products, or behaviour on your site, makes customers feel valued. They’ll be happy to come back again.

Tip 4: Harness the power of partnerships and sponsorships

Collaborating with other companies or brands can be a powerful way of increasing the visibility of Black Friday marketing campaigns. When considering partnerships, it’s important to look for companies or brands whose target customers are a good match. Together, it is possible to propose joint offers that include special promotions for the Black Friday period. This approach also opens the door to a wider customer base without significantly increasing advertising costs.

In addition, partnerships with influencers, including micro-influencers, including micro-influencers, is a strategy that should be seriously considered. They offer increased visibility for products or services, while reaching an audience that is already interested in the brand universe. By creating partnerships with influencers, you open the door to a whole new base of leads, which can greatly enrich your data collection during Black Friday.

Tip 5: Master the art of teasing

The event is no longer limited to a single day. Consumers are looking for offers in advance, planning their purchases. To make the most of this trend, master the art of teasing.

The art of teasing is to play on anticipation by sharing glimpses of future products. It’s also about launching social networking accounts. By offering exclusive benefits to subscribers, such as early access to promotions, to encourage the public to become more involved.

By adopting this approach, a buzz is created around the brand, generating enthusiasm among customers and prospects even before the start of Black Friday.

Tip 6: Capitalise on social networks

To maximise your ROI, it’s vital to have an optimal distribution strategy on social networks. During Black Friday, leveraging the sharing and virality of the networks can be a powerful way of boosting brand awareness and increasing conversion rates. On Facebook or Tiktok, content needs to be carefully crafted and consistent with the brand. A media coverage system can be put in place to give campaigns every chance of achieving their objectives.

Conclusion

In conclusion, Black Friday offers countless opportunities to achieve your marketing objectives. Gamification allows you to engage your audience and collect first-party data. And by personalising offers, customer relations can be strengthened. Finally, social networks and the media coverage of Black Friday marketing campaigns offer the opportunity to maximise conversion even more effectively.

Planning a Black Friday campaign? Discover our different game mechanics and customise your marketing campaign!

(Re)discover the essential digital Advent Calendar

(Re)discover the essential digital Advent Calendar

by | Sep 15, 2023 | Audience engagement, Collect data, Engagement, Lead gen strategy

The digital advent calendar, that essential tool that takes us back to our childhood memories, is the ideal way to celebrate the festive season. Setting up a digital advent calendar in your marketing strategy is offering you a unique opportunity. Celebrate this special time of year while strengthening the relationship with your audience.

Against this enchanting backdrop, invite your users to take part every day during the month of December. It’s a great opportunity to engage, recruit and qualify your prospects!

In this article, we explore the benefits of the digital advent calendar, how it can be used in a campaign, and some concrete customer use cases. Let’s dive into the fairytale world of these interactive campaigns that transcend the boundaries of time to connect brands with their audiences throughout December.

SUMMARY

1. Why choose a digital advent calendar?

When the lights are twinkling and the excitement around the holidays is building, brands can find a unique opportunity to connect with their audience. By the way, the French spend around 5 hours online every day. The digital advent calendar is emerging as a powerful marketing strategy.

Creating a strong commitment

Christmas is a great time for engagement, and a digital advent calendar offers a unique opportunity to spend time with your audience throughout December. Last year, an average of no less than 8 games per user were played on Adictiz’s December calendars!

Every day, a new offer or mechanic is unveiled (from a wide choice of game mechanics and customisable content), encouraging participants to return to the campaign regularly.

Recruter et qualifier des leads

A well-designed Advent calendar campaign is the ideal way to recruit and qualify leads. Beyond the fun and festive aspect it brings to the festive season, this type of campaign stands out for its ability to recruit and qualify leads strategically.

What’s more, the daily offers and surprises encourage visitors to sign up and take part, enabling brands and chains to develop a prospect base. In 2022, Adictiz recorded 800k registrations for all December calendars!

Thanks to customisable forms and a variety of mechanisms, it’s easy to qualify your database!

Collect opt-in leads

Placed on a homepage, the advent calendar will be an excellent data-gathering tool. A well thought-out form will help you transform your web traffic, which is often higher before Christmas, into opt-in leads. What’s more, this first-party data is invaluable, enabling the information gathered to be used to target future campaigns more effectively.

The more attractive they are, the more likely you are to convert visitors into subscribers. So to optimise your performance, think 100% winner and give away discount vouchers to use in the shop or on your website!

2. How to use a digital advent calendar in a marketing campaign

Now you know the advantages of the digital advent calendar. Cette deuxième partie vous plongera dans les détails de sa mise en place, révélant les astuces qui vous permettent de réaliser des calendriers performants.

Taking care of the calendar’s design

The online advent calendar is fully customisable, giving you the choice of the number of boxes, the type of content and its distribution (Facebook, iFrame or dedicated domain). The possibilities are vast, from varied game mechanics to text, image, video or downloadable content. Your visual identity is the key to an attractive campaign.

Creating a coherent story

Advent calendars allow brands to create an in-depth storytelling experience, offering users an immersive experience at the heart of their brand universe. By offering prizes to be won every day for 24 days, you can multiply the amount of contact and time spent with users. Each day has its own box and a chance to communicate with your prospects. Vous pouvez ainsi raconter une histoire ou partager les valeurs de votre marque pour toucher votre audience.

Stimulate sharing thanks to the social gauge

Some features, such as the social gauge, help to stimulate the sharing of the game between users. Encourage participants to invite their friends to increase their chances of winning. This feature generates qualified traffic and improves the return on investment (ROI) of the operation.

3. Les exemples de calendrier de l’avent digitaux par nos clients

Floa’s interactive advent calendar: A winning strategy for raising awareness and qualifying prospects

Floa-calendar

Floa Bank cleverly opted for an advent calendar to raise its brand awareness while qualifying its prospects. The results speak for themselves, with an opt-in rate of 36% and no fewer than 1,000 shares on social networks. The campaign is proving to be an undeniable success for the online bank. By implementing this creative approach, Floa has set itself apart by offering its customers an interactive and engaging experience. The advent calendar is proving to be an effective way of strengthening its presence and attracting consumer interest.

How Class’ Croute won over 50k prospects with a digital advent calendar

example-calendar

The advent calendar can be a powerful tool for attracting leads, as shown by the Class’Croute experience. Using a simple calendar with a scratch-off system, the company succeeded in recruiting no fewer than 50,000 subscribers during their campaign. This clever device captivated users, who played an average of 4.5 times each. Undeniable proof that this fun, interactive strategy is bearing fruit in terms of acquiring new prospects.

Find out how Savencia achieved a 41% opt-in rate

Savencia has set up a digital advent calendar aimed at recruiting leads for its Qui Veut Du Fromage website. With an impressive opt-in rate of 41%, the success of this initiative is undeniable. What’s more, the neat, gourmet design immerses users in the world of the brand. The digital advent calendar has proved to be an effective way for Savencia to communicate with and engage its consumers. This interactive strategy demonstrates the importance of innovation in creating lasting links with its community.

How Speedy’s campaign attracted 37k new leads

speedy-calendar

Speedy has chosen an advent calendar to attract new leads. Highlighting its various shops throughout France, the company stood out with an original and attractive campaign. The results were immediate, with the campaign attracting no fewer than 37,000 subscribers.

This strategy demonstrates the effectiveness of the advent calendar as a means of capturing the attention of prospective customers and arousing their interest in the brand. Speedy was able to take advantage of this initiative to increase its visibility and strengthen its links with prospective customers throughout France.

Conclusion

Thanks to its customisability, this traditional game mechanic can be adapted to any story you want to tell. As well as delighting your prospects and customers at the festive season, it will also enable you to achieve your various objectives. In short, this timeless device is sure to end the year on a high note!

Ready to engage your community in an unforgettable festive adventure? Then go ahead and offer your customers and prospects a memorable digital Advent Calendar!

4 tips for creating a successful winning moment

4 tips for creating a successful winning moment

by | Sep 14, 2023 | Audience engagement, Engagement, Engagement, Audience engagement

Is your brand looking for new marketing levers to engage and retain its audience? Gamified and interactive campaigns are effective levers for achieving these objectives, particularly when they rely on the interactive mechanics of the winning moment.

This game lets participants know immediately if they’ve won a prize or a gift. This is just as addictive as it is beneficial for the brands that organise it. They stand out from fake games where participants never win anything (spam, scams).

In this article, we reveal the advantages that a brand can gain from creating an instant win game online and how to run a successful campaign in 4 steps.

What is an instant win game?

The principle behind instant win games is simple: it’s a mechanic in which participants know immediately after playing that they have won a prize. This distinguishes it from another type of marketing game, such as a prize draw, where you have to wait an amount of timebefore finding out who the winners are.

The first advantage of this aspect is that it makes you want to participate because you’ll know immediately whether you’ve won a prize or not. It’s also simple for the company. The instant win game works by time slots designated as ‘winning’. So all you have to do is enter at the right time to win a gift. And outside these time slots, all participants will lose.

Companies can also opt for a 100% winning mechanism. All they just have to distribute a promotional code at the end and offer larger prizes in certain time slots.

Instant win competitions have become popular because of their immediacy and simplicity. Companies set them up on social networks or websites to engage their audience, build customer loyalty or promote a new product.

The different types of instant win games

The popularity of instant win games is due to their versatility. It is possible to choose from different game mechanics depending on your target audience and the objectives you have.

For example :

  • Create a wheel of fortune. This is a must-have instant win game. Participants spin the wheel to try and win a gift or promotional code.
  • The scratch card game: games of chance such as scratch cards, lotteries, are also instant wins. Participants will know whether or not they have won after scratching an image. Quick and fun, scratch cards can also be used to reveal a new product.
  • The one-armed bandit). Inspired by casino games, this instant win allows you to distribute gifts to your audience at random. Once again, you can personalise the signs so that they represent the prize to be won (a promotion, a product, etc.).
  • The dice game; very popular in many cultures (where it is known as Yams or 421), the dice game is also a very popular format in gamified marketing.
Instant win guide

Why launch an instant win competition?

Instant win competitions offer a number of advantages to the companies. The first is that their ultra-simple game mechanics allow you to maximise participation and commitment.

The ability to find out immediately whether you’ve won or not encourages members of your community to take part or even share this interactive animation. This makes the marketing game an excellent way of boosting visibility. What’s more, there are plenty of customisation options available, so you can boost brand awareness while enhancing your image.

Creating an instant win competition is also an effective way of generating leads. Participants can be asked to fill in a form before rolling the dice or the wheel of chance. In this way, the company collects first-party data easily and can learn more about consumer habits.

Finally, instant wins are particularly well suited to companies that want to increase their conversion rate or build customer loyalty. By distributing promotional codes to the winners, they can encourage participants to visit their site and place an order.

Shared in a reactivation email, this marketing game can encourage a customer who hasn’t bought from the brand for a while to discover a new collection, etc. Or simply reward a loyal customer with gifts/promotions.

How do you run a successful instant win campaign?

Creating an instant win game is very simple. However, to ensure the success of an interactive marketing campaign it’s important to think it through and plan it well. Here are the steps to follow to organise a successful interactive game.

Choose the right game mechanics for your objectives and target audience

For an instant win game to be effective, it is important to clearly define your marketing objectives and target audience. If the aim is to build audience loyalty over the Christmas period, an Advent Calendar-style game will be the appropriate format.

The target audience you wish to engage is also an important factor to take into account when choosing the right game mechanics. Some worlds may be more effective with one audience than another. 

Choosing the best prizes

The whole attraction of the instant win game is the chance to win an attractive gift. That’s why it’s important to choose the right endowment. Promotional codes are a good idea, especially during shopping periods like the festive season or Black Friday.

Companies can also boost engagement and conversions from their events by offering exclusive prizes. The prizes in the tech world are the ones that work best. Ahead of the launch of a new collection, participants can win items that are not yet available in their online shop.

Define clear conditions for participation

To create an instant win, it is essential to clearly indicate the conditions of participation to avoid unpleasant surprises for participants. The conditions are set out in the entry form. This is another key element in a successful instant win, as it will enable the company to collect data about its audience.

Promote an instant win game

Once the company has created its instant win game, all that’s left to do is promote it to the public. Social networks, QR codes in shops and banners on the website are good ideas for raising the profile of the game. Influencers can also be good relays for boosting the participation rate.

Whatever the communication channel, the key is to focus on :

  • The immediacy of the game,
  • the fun, interactive aspect of the instant win game,
  • and above all the possible prizes to be won!

Want to create an instant win? Discover our different game mechanics and customise your marketing campaign!

6 original ideas for Halloween marketing campaigns

6 original ideas for Halloween marketing campaigns

by | Sep 5, 2023 | Animation, Captivate the audience, Engagement

Halloween is becoming popular in France. As a result, brands are organising marketing campaigns around Halloween to engage their audience and boost conversion.

You’re looking for inspiration for your future Halloween marketing activities? Adictiz has ideas for marketing campaigns that will help you make the most of this terrifying and fun festival!

Engage fans and convert new customers with a Halloween marketing campaign

Like many other marketing favourites (such as Christmas, back-to-school or Valentine’s Day), Halloween lends to the organisation of an interactive campaign. Consumers pay attention to brands that offer entertainment and allow them to win gifts.

To attract your audience’s attention and stand out from your competitors, you can rely on gamification and interactivity. Gamification is a lever for increasing visibility, for building loyalty and animating your community.

By offering rewards, companies can boost commitment and attract customers. They also attract qualified leads to by rewarding the winners with promotions. Interactive games are a way of increasing traffic and converting more customers.

In short, Halloween games facilitate interaction between the brand and its audience and increase the chances of triggering a purchase!

6 ideas for Halloween marketing campaigns this year

There’s no shortage of gamification techniques to engage your audience this Halloween. Here are a few ideas for Halloween marketing campaigns to help you stand out from the crowd.

1. An interactive quiz on the theme of Halloween

Many French people celebrate Halloween without knowing its true meaning. Did you know, that the word Halloween is a contraction of ‘All Hallows’ Eve’?

The interactive quiz is an excellent idea for a Halloween event to test your community’s knowledge. Halloween is synonymous with horror films. So we can imagine a trivia game based on the famous films. The participants who find the most correct answers could win a prize.

2. Trick-or-treating

Companies can exploit the theme by transposing it into an interactive game such as a treasure hunt (or Hidden Object). It involves finding objects hidden in a picture. In exchange, users receive rewards following a prize draw.

The treasure hunt can be adapted to Halloween themes. Indeed, it can take place in a cemetery or a haunted manor house. The hidden objects will be sweets of all kinds, or products marketed by the brand, which will showcase them in a fun and engaging way.

3. The Halloween difference game

The difference game is a classic marketing challenge. Participants will have to detect differences between images. By adding a timer, brands can make this Halloween animation even more engaging.

To keep with the theme, simply choose an image from a horror film or one inspired by Halloween folklore.

4. A terrifying puzzle

The puzzle game consists of putting together a visual in a given time to win as many points as possible. The best players will then be drawn at random to win gifts, free prizes or rewards.

Once again, this competition is very easy to adapt to the horror theme while respecting your image and brand universe. Companies can use a photo of their teams dressed up for the occasion and invite their community to recreate the image and guess who is behind each costume.

It’s also an way to promote special Halloween products and challenge customers by displaying the results of the fastest players at the end of each game.

5. A “trick or treat” one-armed bandit

Traditionally, children dress up for Halloween, then go and ring doorbells to ask for sweets or ‘cast a spell’. Companies can confront their customers with the same dilemma by organising a one-armed bandit-style competition. This animation can be adapted to each specific occasion and each brand universe. For Halloween, we can imagine that the symbols scrolling on the one-armed bandit will be sweets or magic wands/skulls.

Winners will be able to unlock benefits to use on the brand’s website. This fun format is a way of driving traffic and engagement, as well as boosting your conversion rate for Halloween.

6. Photo competition for the best costume

Another great idea for Halloween activities is the photo competition. To boost the visibility of this Halloween competition and make it go viral, all you have to do is create a hashtag for the occasion and offer a prize to the best costumes!

Photo competitions are also very effective for user generated content related to their brand and products. Companies will re-use the best photos (with the participants’ agreement) for their Halloween campaigns and actions.

Need help organising your Halloween competition? Discover all the gamified marketing mechanisms of Adicitz and launch a truly original and engaging campaign!

Promoting your brand through interactive marketing

Promoting your brand through interactive marketing

by | Sep 4, 2023 | Branding, Branding, Captivate the audience, Captivate the audience

Static marketing is a thing of the past. Consumers aspire to connect with brands, submit ideas, interact with content or participate in the future products creation. As a result, traditional strategies don’t work as they used to. These are brands that opt for interactive marketing to engage their audience, create a bond with their community and build customer loyalty.

In this article, we share the keys to interactive marketing. We also explain which levers to use and which strategy to put in place to boost brand awareness and maximise conversions.

SUMMARY

What is interactive marketing?

Capturing consumers’ attention has become the hobbyhorse of marketing professionals. This is true when you consider that every day.., the average person is exposed to over 1,200 advertisements.

As a result, attracting your audience’s attention has become complex. To engage consumers who are bombarded with advertising messages, companies need to stand out from the crowd.

And that’s where interactive marketing comes in.

Interactive marketing involves engaging your audience by inviting them to interact with your content. It is not a one-way communication (like a TV ad or a publication on social networks), but a dialogue between the brand and its audience (prospects and customers).

The different types of interactive marketing

The definition of interactive marketing is very broad and can encompass numerous levers/media. To better understand what it’s all about, it’s interesting to go into practice with examples of interactive campaigns.


Brands that opt for interactive marketing can use several types of formats:

A sports video competition to challenge game fans

Marketing games are interactive by nature. They allow you to engage your audience by encouraging them to take part in a competition to win gifts. To do this, they can take a quiz, complete a test or throw a one-armed bandit. Its a good way to collect first party data (via the participation form).

Launch a poll or survey

Another excellent way of engaging your audience is to ask questions or ask for their opinion. Polls and surveys allow you to start a discussion and find out more about habits and expectations.

This customer feedback will be valuable to improve the shopping experience. Companies can activate this data by personalising their mailings according to the responses given by their audience.

Encourage the creation of UGC (User Generated Content)

Brands can also engage their audience by encouraging them to create content around their product and then share it on their communication channels. UGC is a way of enhancing your customers’ value. It also permits to generate authentic content, ideal for gaining visibility and animating your community.

Sharing playable ads

Unlike advertising, playable ads are interactive. This is what makes them stand out in today’s advertising landscape which is becoming saturated. The person viewing the ad will take part in a marketing game to discover a new product or win a gift.

The interactive format is ideal for engaging your audience by adding CTAs into the video to encourage them to discover a product sheet.

Personalised content and interactive storytelling

Consumers like to feel valued by brands. And personalisation is a way of showing that they are heard and understood. The act of sending an email to a recipient (mentioning their first and last name) can be a form of interactive marketing.

The first-party data collected through marketing games is a way of personalising your e-mailing or creating an interactive brand story, incorporating comments, testimonials and opinions from your customers.

What are the advantages of interactive marketing?

Interactive marketing offers a number of advantages:

Greater visibility and brand awareness

Creating fun and original interactive content gives a positive and modern aura. According to a study by Ion Interactive, interactive content increases retention of the commercial message by 79% compared with static content.

Greater audience engagement

Interactive content creates an experience that makes the brand-customers relationship fun and rewarding. Consumers are encouraged to act (by taking part in a game or producing content), in exchange for rewards. But above all, they feel listened to and have a sense of participating in the activity.

Greater brand loyalty

Consumers are loyal to brands whose values and message are aligned with their own. By creating an experience that is personalised and lively, companies will be able to increase their website retention rate.

Instant feedback

Interactive marketing allows you to evaluate how your audience interacts with your content. By responding to a survey or publishing UGC (such as a crash test or review), consumers can easily share what they think of a company, enabling it to improve what needs to be improved.

Getting started in interactive marketing

To get started with interactive marketing, we recommend that you :

  1. Define your target audience: this is a step in directing your interactive marketing strategy towards the right content format, also towards the best distribution channels;
  2. Identify the triggers or the action to be taken: the prospect will have to complete them to start the interactive process. This could be a marketing game, a competition on social networks or even a chat window on their website.
  3. Determine the expected response: the company may want to encourage its audience to sign up for its newsletter or generate traffic. In this case, the interactive content and CTA should be geared towards this goal.
  4. Evaluate the impact of your interactive campaign: determine the KPI’s to monitor to find out if customers are reacting as expected and if strategy is effective in maximising conversions or boosting visibility.
  5. Adjust and optimise your strategy: the brand can make improvements to its content based on the data collected. Ultimately, it will be able to optimise its campaigns to increase effectiveness and profitability.

Want to get started with interactive marketing? Discover our different interactive formats to engage your audience and create a unique bond with your prospects.