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How to boost in-app purchases for your e-commerce brand

How to boost in-app purchases for your e-commerce brand

by | Apr 9, 2024 | Audience engagement, Conversion

In-app purchases has become a major trend among consumers. In fact, 74% say they use mobile applications with the intention of making a purchase. Mobile purchases also accounted for 44% of e-commerce revenues in 2023.

Therefore, creating your mobile application is a way of differentiating from your competitors and attracting an audience that buys via a smartphone. But this new acquisition and loyalty channel means that you need to adapt the shopping journey and offer a unique experience, different from the web and retail.

In this article, we present some practical advice and inspiring examples of how to boost your in-app sales.

SUMMARY

What is in-app purchasing?

As the name suggests, in-app purchases are transactions carried out via an e-commerce application In the early days of mobile technology, the majority of these transactions were purchases of :

  • features (such as new filters for a photo editing application);
  • or consumables in a mobile video game (such as extra lives or accessories to boost your avatar’s powers).

But with the ever-increasing use of mobile shopping, brands have started to develop their own shopping applications. In-app purchasing offers many advantages for e-commerce companies.

By encouraging consumers to download a dedicated application, they create a much closer relationship with their audience. But above all, it’s an excellent way of creating a much more immersive bubble. With a web browser, it’s much easier for customers to leave the shop, for example to compare the brand’s offer with that of competitors.

How in-app competitions can influence users’ purchasing behaviour

Whether in retail, on the web or in mobile marketing, gamification offers brands a range of tools for capturing the attention and retaining the loyalty of consumers. Brands that want to boost in-app purchases can use the mechanics specific to the world of games at every stage of the customer journey.

To boost app downloads and drive buyers to the app

The first challenge for brands looking to boost their in-app sales is simply to increase the number of downloads. This can be achieved through a number of different strategies. App-Store Optimization (or ASO), involves optimizing content so that the application is promoted on the dedicated shops (Play Store, App Store, etc.).

Also, brands can offer attractive benefits to their prospects or customers to encourage them to buy in app. For example, downloading the app will entitle them to a discount voucher on their purchase, a selection of exclusive products or lower delivery charges than on the e-commerce shop.

Marketing competitions are also a way of raising awareness of your application and encourage its audience to download it. A winning instant (such as a Wheel of fortune) can enable the brand to encourage its customers to make their first in-app purchase. The prize will take the form of a voucher that can be used on the app.

in-app marketing game

Building customer loyalty in app

Once the application has been downloaded, the next step is to encourage users to make their first in-app order. As we’ve seen, offering a discount after each new download, which can be used on the mobile purchase, is already a good conversion driver.

But the brand can target other relevant triggers to convince user. These might include the first product selected or a shopping basket abandonment.

For each of these pre-determined actions, the company can send an in-app message or SMS that redirects to a marketing game encouraging the customer to validate their order in exchange for benefits (discount, access to the VIP club, etc.)

Playable marketing is also effective in retaining new in-app buyers. It allows a game to be shared directly in the application’s purchase path, without any redirection. This is a crucial factor in boosting brand sales. In fact, a study shows that mobile users make 37% more purchases than other customers (e-commerce and retail).

Competitions with a purchase obligation or reserved for loyalty programme members are a good way of encouraging repeat orders. By activating the reward circuit, gamification mechanisms make shoppers want to continue consuming in order to reap new and ever more attractive benefits.

Tips and examples for boosting in-app purchases through gamification

We have seen that playable marketing is a strategy for increasing sales. To achieve its objectives, the brand can draw on the best practices of companies that have succeeded in optimise their mobile marketing.

Using transactional data to personalise the in-app shopping experience

As with any sales channel, personalisation is a key driver of conversion and loyalty for brands. They need to adapt their purchasing path from the behavioural and transactional data they have on their customers. With this information, they can make targeted recommendations, present more relevant content.

Supermarket giant Lidl has understood this well, and has integrated it into its in-app strategy. The Lidl Plus application enables the company to centralise customer purchasing data. Users can find their receipts, making it easier to monitor their budget. The brand is boosting its in-app purchases by offering discount coupons based on the consumption habits of each customer.

Lidl is going a step further by using this customer data to personalise the gaming experience. Based on in-store purchases, users can access tailored games and rewards. As a result, the application has over 5 million active users and records millions of games played every week.

Example-purchase-in-app

Offer games with an obligation to buy or accessible based on a volume of points

Playable marketing is a good way of building customer loyalty, whatever the channel used. With the aim of increasing its re-purchase rate, the brand can make its experiences accessible only to customers who have already made an in-app purchase. Or for the ones that have accumulated a certain number of loyalty points.

This is the strategy adopted by Coca Cola for its mobile application. To be eligible for attractive prizes (such as tickets to a football match), mobile customers must have accumulated 100 loyalty points.

The same goes for FuzzTea, which launched a competition with an obligation to buy. To take part, the brand’s customers had to enter the code shown on their receipt.

Conclusion

Gamification is an effective way of influencing consumer behaviour in a fun and subtle way. Your brand can use this lever to boost the number of downloads of its application and its volume of in-app sales. Find out how Adictiz can help you gamify your in-app journey.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Playable marketing: how to gamify and optimise the consumer buying proces

Playable marketing: how to gamify and optimise the consumer buying proces

by | Mar 26, 2024 | Audience engagement, Conversion, Conversion, Audience engagement

A brand that can maintain its profitability over the long term is a brand that knows how to engage its customers. Notably by optimising the customer buying process. Indeed, engagement (the depth, quality and frequency of interactions) is the indicator of commercial performance.

In fact, engagement boosts a brand’s visibility, converts prospects into customers and builds loyalty. Engaged customers are more likely to buy regularly from the same brand and to recommend it.

To activate the neurons and engage their customers effectively, brands can rely on Playable Marketing. By taking up the elements traditionally associated with games (points, competition, level progression), brands can optimise the purchasing journey and boost their revenue.

In this article, we explain how you can make the most of the advantages of playable marketing at every stage of your customer journey!

SUMMARY

What is playable marketing and what impact does it have on consumers’ buying process ?

Whether in education, healthcare or marketing, organisations are looking for tools to capture and maintain the attention. Gamifying the way they speak to their audiences is a relevant strategy for achieving this objective.

Why ? It’s all in our brains. During the discovery phase, when a consumer starts to become familiar with a brand, the elements borrowed from the game can, improve information retention.

Neuroscience has shown that gamification acts as a catalyst, which encourages the store of new data in long-term memory. We also know that our brains are likely to retain information when it is associated with positive experiences.

During the consideration phase, when consumers are comparing an offer with that of its competitors, gamification can be a a differentiating element. The fun aspect, as well as the opportunity to unlock rewards, strengthens customer commitment.

In fact, Gamification releases dopamine, a neurotransmitter that creates positive associations when we win something or achieve a goal. The feeling of happiness and satisfaction increases. We are therefore more motivated to buy from a brand that offers a gamified experience. Playable marketing is therefore a powerful loyalty-building lever.

By increasing the number of interactions, gamified campaigns enable comprehensive data to be collected. This information gives a detailed understanding of the needs, preferences and motivations. The brand can use this information to optimise the purchasing journey, improve customer experience and even perfect products.

Creating an engagement loop in the consumer buying process through gamification

One of the key mechanisms in gamification is the engagement loop. Users are motivated to carry out an action (e.g subscribing to a newsletter, buying a new product or leaving a review) because this action unlocks a reward. With each new action, customers can access even more interesting prizes. This strengthens their bond with the brand and their sense of belonging. Gamification also activates the reward circuit. Indeed, it makes customers prolong their interaction with the brand (by continuing to consume) to continue to reap the benefits.

The reward, but also the recognition offered by the brand (via a badge or access to a VIP club) becomes a motivating factor in itself. And the commitment loop starts all over again.

This is why Playable marketing is not just about converting new customers. More importantly, it builds loyalty among customers who have already bought from the brand and boosts their Lifetime Value. Brands that use gamification to optimise customer experience and their purchasing journey will see their incomes increase.

For example, with its gamified application Run Club, Nike has increased its customers’ sense of belonging. It encourages more frequent interactions and a higher re-pruchase rate. The same goes for Starbucks, whose loyalty program consists of accumulating points to move up to higher levels. This program has generated 40% of the company’s revenues and a 7% increase in sales in 2019.

Best practices for designing a gamified shopping experience for your customer buying process

Interactive marketing formats and the gamification of marketing content enable companies to optimise their purchasing journey. However, simply introducing game elements is not enough to move a prospect up the conversion funnel.

Here are the best practices to keep in mind to maximise conversions thanks to Playable marketing.

Getting to know your customers

The first step in designing a gamified experience is to understand your target audience. This knowledge is facilitated by gamification as a tool for data collection and enrichment. Brands can collect qualified data from forms or by asking their audience to choose their favorite product.

Using the data at its disposal, the company will be able to adapt its interactive animations. It’s also a good time to segment the data collected in order to personalise and boost the performance of its campaigns.

Setting clear objectives

The brand will then need to determine which stage of the purchasing journey it wishes to reinforce. It is more relevant and affordable to determine the strategic contact points where gamification will enable the company to boost its results.

Depending on which part of the conversion funnel is most problematic (awareness, consideration, purchase, loyalty), the company can determine which marketing games to offer and when.

Incorporate relevant game elements for each stage of the customer journey

When a brand adds gamified elements to its purchasing journey, it is crucial that they make sense in the context of the customer experience. For example, introducing a points and reward system is relevant in the post-purchase phase to build consumer loyalty.

On the other hand, interactive formats such as competitions and instant wins are effective at the moment of discovery and consideration. They will help to boost brand visibility and convert new prospects.

Enhancing the added value of gamified elements

The final step is to regularly evaluate the effectiveness of gamification of the purchasing journey. Tracking precise metrics (conversion, lead generation, retetention) will enable the company to optimise its shopping experience and achieve its objectives.

Conclusion

By following these best practices, you can create a gamified customer experience that is engaging for your customers and effective for your brand. We provide a complete catalogue of interactive formats to target buyers at every stage of your customer journey. Whether you want to engage your audience, convert prospects or build customer loyalty you’ll find a gamified animation to meet your needs!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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UGC (User Generated Content), definition, marketing trends

UGC (User Generated Content), definition, marketing trends

by | Mar 14, 2024 | Audience engagement, Engagement, Engagement, Audience engagement, Non classifié(e)

UGC (or User Generated Content) is not a new marketing trend in 2024. An increasing number of brands are in fact encouraging and reusing photos, videos and written testimonials shared by their customers to enrich their marketing strategy.

But like any popular strategy, it is crucial for brands wishing to use UGC to stand out from the crowd. If you’re already capitalising on this content to engage your audience this article will take you deeper into the subject of User Generated Content.

We take a look at the ways in which UGC can enrich your content marketing. You’ll find some advice on how to boost your UGC strategy, with a focus on gamification.

SUMMARY

What is UGC (User Generated Content)?

User-generated content (or UGC) refers to any form of content created by users or consumers rather than by brands or companies. This can range from images, videos, written testimonials to blog posts and much more.

The whole point of UGC is that, unlike content produced by companies, it offers an authentic representation of products or services offered. When a customer takes a photo wearing a piece of clothing or shares their opinion on a new beauty treatment, they are naturally doing so in an objective way. Their experience or testimonial is not perceived by other users as marketing content designed to encourage them to buy.

This is why consumers trust UGC more than brand publications to guide their decisions:

  • 85% of consumers say they turn to UGC-type content rather than branded content when making purchasing decisions.
  • What’s more, 62% of consumers are likely to buy a product if they can consult photos and videos of people buying the product.

The different objectives of UGC

As well as being an effective purchase driver, UGC (User Generated Content) encourages exchanges between the brand and its customers.

Brands that decide to integrate UGC into their content marketing strategy can use it as a lever to :

  • Gain subscribers and boost your visibility on social networks. Challenges launched by brands, photo and video competitions are an excellent way of growing your community and raising your profile. UGC allows companies to make themselves known to their customers’ friends and subscribers. And so naturally extend their visibility to audiences.
  • Increase buyer commitment, on social networks or on its online shop. Internet users spend 90% more time on a website that incorporates UGC content (on its product sheets, for example) than a site that does not. UGC acts as social proof that reassures them at the time of purchase. 
  • Collecting e-mails for reactivation. UGC campaigns can also form part of a customer data enrichment strategy. Simply launch a UGC competition offering value in exchange for an email address or answers to a survey. For example, participants can share photos of dishes cooked with products marketed by the company in exchange for a recipe ebook.
  • Stimulating repeat purchases and building customer loyalty. UGC is a powerful way of retaining customers. Once the order has been placed and the product received, brands can encourage users to share their opinion or a photo illustrating their experience. In exchange, they will receive discount coupons to trigger a new purchase or other benefits (VIP programme, etc.).
User-Generated-Content-example

How can you boost your UGC strategy?

UGC (User Generated Content) is therefore a good way of capitalising on the authenticity and creativity of your community to strengthen your content marketing strategy. But you still need to encourage your audience to share content that is relevant to your brand, and know how to use it wisely.

Here are 3 tips for optimising your UGC strategy :

1. Create a brand experience worth sharing

The first step in encouraging your audience to produce UGC is to create a brand experience that makes you want to be immortalised and re-shared on your networks. That’s what restaurants are doing by coming up with highly Instagrammable dishes that customers will immediately want to take a photo of and post on their social media.

Unboxing, for example, can be a crucial part of the customer experience. Beautiful packaging naturally encourages consumers to create and distribute UGC. The use of the product or service itself can also be an excellent way of encouraging users to produce content.

For example, a beauty products brand can share with its customers (via a series of post-purchase emails) a routine to follow. Customers will be able to film themselves using the treatment or share a before-and-after picture. The UGC will then serve as social proof and will boost sales of the item.

2. Encourage or guide the creativity of your community with a competition

Gamification is a highly effective way of encouraging customers to generate UGC. For brands, it’s also a good technique for guiding the type of content they want their audience to share. The instructions of a marketing contest will, for example, provide information about the format or the benefits of the product to be promoted.

Calvin Klein, for example, has relied on UGC to democratise its brand image, perceived as too luxurious (and therefore inaccessible) by young consumers. CK created a landing page highlighting the campaign and actively encouraging users to share their publications under the hashtag #MyCalvins.

The emphasis was on the IRL (i.e. authentic) side of the content to break down the brand’s overly upmarket image. In 2024 , the hashtag #mycalvins had over 410 million views on TikTok! This UGC competition, whose main reward was to be shared on CK’s networks, enabled the company to boost its profile among GenZ.

3. Interacting with and rewarding brand ambassadors

As the CK example clearly shows, the main reward sought by users who share UGC is not necessarily a prize. This type of interaction is more a way for consumers to create a link with their favourite brands. What they generally expect in return is recognition and privileged exchanges with the company.

The key to a viral UGC campaign is to interact as much as possible with your brand ambassadors. Obviously, this means reposting photos and videos shared by your community in stories or directly on your account. But it also means commenting on these publications, thanking them for their support and encouraging their creativity.

The most original UGC can be included in the brand’s content strategy (with the agreement of their creators, of course). They can also give access to exclusive benefits (meeting the founders, access to the ambassador programme, etc.).

This approach not only makes it possible to gamify a UGC campaign by creating healthy competition between its customers. Above all, it increases audience loyalty by strengthening the emotional connection between the brand and its consumers.

Conclusion

UGC (User Generated Content) is marketing content that is as engaging as it is effective in triggering the act of buying. To encourage customers to share authentic content, gamification remains one of the most effective levers. Discover our interactive animations to boost your UGC strategy and improve your brand image!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

Request a demo

Recruitment method: how and why gamification?

Recruitment method: how and why gamification?

by | Feb 13, 2024 | Audience engagement, Engagement

According to a recent study by Opinion Way, 29% of the 56% of companies with recruitment targets are finding it difficult to recruit. Whether it’s advertising, attracting the right profiles or convincing talented people to join their teams, organisations are increasingly exposed to a shortage of staff.

What if the solution to overcoming these challenges and avoiding understaffing was to look to gamification? That’s right, making your recruitment process more interactive and fun can be a good way of standing out from your competitors and attracting the most sought-after to work for your company.

SUMMARY

Gamification: an innovative recruitment method

Gamification in recruitment refers to introducing a game mechanic or animation into the recruitment process. The ultimate aim of this strategy is manifold: gamification can be used to attract candidates or to improve their experience so that they don’t give up along the way.

Let’s take an example. In 2004, Google invited candidates to solve a series of equations on the assumption – rightly so – that those with the intelligence and motivation to complete the process would make excellent candidates.

Both parties benefited from adding a fun dimension to the recruitment method. Candidates appreciated being challenged in a more original way than in a traditional job interview. And Google was able to attract a wider range of candidates while selecting the most analytical and persevering profiles.

What are the benefits of gamification in recruitment?

To sum up, introducing gamified elements into the recruitment process can transform the hiring experience into something that is both more entertaining and more productive, for both the recruiter and the recruit.

But let’s look at the companies that choose to recruit through games. In practical terms, this strategy can enable them to :

  • simplify and accelerate the talent selection process,
  • reduce the drop-out rate,
  • but also to highlight the strategic skills of each candidate.

Let’s take a closer look at the virtues of interactive recruitment.

1. Gamification reduces time to hire

Gamification is an excellent time management tool. Games often only take a few minutes for participants and provide recruiters with instant results. This is an excellent way of quickly assessing the relevance of a profile in terms of the skills required for the position.

According to reports from a tech startup, simply replacing the traditional interview process with gamified assessments, such as a coding game, has made their interview cycle 40% faster. The application rate was also 62% higher.

2. Gamification of recruitment improves the candidate experience (CX)

Gamified recruitment also makes the candidate experience more enjoyable. It’s an excellent way of presenting the company’s values and encouraging talented people to join its teams.

As game mechanics are, by their very nature, highly engaging, they help to maintain candidates’ interest throughout the recruitment process. The reward (or points) system built into gamification not only helps to motivate participants. But it also makes it easier to keep them until the final selection stage. Their experience is more fun but also reflects an innovative and modern image of the company.

3. Eliminating prejudice in recruitment

No selection process is completely neutral. Nevertheless, gamification is an objective way of selecting candidates. It’s not the recruiter’s impressions that count, but the results of the game shared with all the talent. Of course, everyone comes with their own weapons, but it’s their skills (both hard and soft skills) that are judged, not the image they project of themselves.

The data generated by gamified recruitment experiences gives companies an objective basis for shortlisting the candidates most likely to be suitable for the job. This can be based on ranking by results, but also on each candidate’s interactions with the game.

The gamification of recruitment is all the more interesting for avoiding discriminating against profiles on the basis of their experience. It’s not the companies they’ve worked for or the positions they’ve held that make the difference. But their ability to solve a puzzle, think creatively and find an innovative solution to a complex problem.

Games are therefore set to replace application forms. Rather than asking applicants to upload their CV and covering letter, companies can offer them the chance to answer a quiz or take part in a competition. The candidates who stand out from the crowd will not only be the most creative, but also the most persistent and motivated to join the company.

The example of Camaïeu X Lena Situations

Following its takeover, Camaïeu decided to make a splash by teaming up with influencer Lena Situations to tease its comeback. But also to give a spotlight to its gamified recruitment campaign run in collaboration with Adictiz.

With the Be Camaïeu* operation, the influencer shared the search for a ‘communications boss’. This exceptional recruitment, which is clearly off the beaten track, is based on a participative approach. Not only are candidates not asked to send a CV, but they are also asked to answer a personality test that highlights their creativity.

But broadcasting the campaign on both the brand’s and the influencer’s social networks also helps to engage their respective communities in the selection process. Members become headhunters, recommending profiles or highlighting those they consider most relevant.

Results :

  • The brand received over 2,000 applications, far more than it had estimated;
  • The profiles were more junior than for a traditional communications manager. For the company, it’s the assurance of bringing in a breath of modernity in its teams. Mais aussi d’accéder à un pool plus large de talents (qui peuvent s’autocensurer par peur de ne pas être légitimes).
  • The press and organic response to the campaign has been spectacular: over 100 articles published (specialist and general press), radio and TV coverage, posts and conversations on social networks.
  • The EMV (Earned Media Value) of this operation was valued at 4 million euros.
Example of gamification recruitment

How can you successfully gamify your recruitment method?

To replicate the success of the Camaïeu campaign, we recommend that you :

  • Define your objectives. A strategic plan will clearly define the weak points in the current recruitment experience that gamification will help to strengthen. This could mean attracting more candidates, limiting drop-out rates or assessing their skills more effectively;
  • Make the game as engaging as possible. Le but principal de l’utilisation d’un jeu n’est pas de dérouter le candidat, mais d engage future employees. Le format utilisé doit donc être pertinent avec le poste proposé, interactif et cohérent avec les valeurs portées par l’entreprise.
  • Promote your recruitment game. Disseminating the gamified recruitment experience is crucial to its success. Influencer marketing can be a good way of doing this, as long as you work with a content creator who matches the profile of the candidates you want to reach.

In 30 minutes, we show you how to gamify your recruitment

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Hosting a trade show with interactive activities

Hosting a trade show with interactive activities

by | Feb 6, 2024 | Audience engagement, Engagement

Trade shows and conferences are excellent opportunities for companies to network and present their products/services to a wide audience. But taking part in these events also represents a major investment. That’s why organisations need to maximise their ROI by taking advantage of this opportunity to generate leads and sales.

In an environment where they are in direct competition with other exhibitors, how can we differentiate ourselves and achieve these objectives? Gamification is emerging as an effective lever for attracting and converting visitors.

In this article, we take a closer look at the links between gamification and trade shows. We also share our tips on how to host a trade show and win new customers.

SUMMARY

Gamification and trade fairs: the obvious way forward

Gamification is the process of turning any activity into a game. It’s a particularly popular tool in digital marketing, but one that companies are increasingly transposing to the physical world. We have already mentioned gamification in shops, but it has long been a central element of trade show experiences.

Exhibitors didn’t wait for gamification to collect business cards to generate leads and win prizes for participants. Physical games have always been incorporated into trade show stands to make them more attractive and encourage visitors to interact with the company.

But playable marketing has come a long way since thenand so are the technologies used on exhibition stands. The arrival of mobile screens and large-format displays (such as interactive kiosks) is opening up new possibilities for businesses. These phygital devices also help to bridge the gap between the digital and physical experience, boosting user engagement on their preferred channels.

The benefits of gamified trade show experiences

Gamify your stand to host a trade show with interactive activities for visitors enables companies to achieve a number of strategic objectives. Here are some of them.

Gain visibility/awareness and engage visitors at a trade show

Trade shows are highly competitive events. Pour animer un salon professionnel, companies have to stand out from hundreds of other exhibitors. Their objective: to capture the attention of a public that no longer knows where to turn.

Gamification is an excellent way to stand out from the crowd. Exhibitors can attract visitors by creating an interactive and entertaining experience that will break the monotony of the other stands.

The public will be more inclined to engage in conversation with a company’s sales staff if they are directly invited to take part in a game. This will be all the more the case if this interactive activity can enable them to win attractive prizes (goodies in the company’s colors, a free trial period, etc.).

Mechanisms such as random drawing or the wheel of fortune are ideal for trade shows. They are clearly identifiable by visitors, who will be naturally drawn to the stand and the chance to win a prize.

Generate leads and collect data through gamification

To ensure that their efforts have an impact beyond the exhibition, companies need to put in place a lead follow-up strategy via personalised content. So one of the biggest challenges of this type of event is lead generation and data collection so that they can be reactivated with relevant information or offers.

Gamification is an excellent way of collecting data on prospects, such as their contact details. But an entry form for a marketing game or even the interactions resulting from the game itself (as with a swiper, for example), can give companies even more valuable information about their audience. This will give them more in-depth knowledge of their target audience’s preferences, buying behaviour and even direct feedback on their products.

At the French Salon International de l’Agriculture, Lidl invited visitors to take part in a one-armed bandit game. Players had to line up 3 identical symbols on the theme of the event in order to win 50 euro vouchers in the chain’s shops. Before launching the interactive game, each participant not only had to fill in a form to provide qualified information. They also had to choose whether or not to receive the company’s newsletter.

Exhibition example - Lidl

Result: Lidl used the game as an effective lever to capture qualified data and generate downloads of its Lidl Plus application. Hosting a trade show enabled Lidl to collect 152K entries and 7K shares on social networks, as well as recruiting 71K optins.

Converting through hosting a trade show

By boosting the visibility of its stand and facilitating lead generation, gamification is already a powerful conversion lever for companies taking part in a trade show. But it can also use its interactive animation to generate more sales, and so maximise its ROI.

In particular, the brand can reward visitor interaction with prizes in the form of purchase incentives. The prizes up for grabs in the Lidl one-armed bandit competition were vouchers to be redeemed directly in Lidl shops.

Similarly, promotional codes shared via an instant win can encourage visitors to complete a sale at the show. Simply adding a validity date (e.g. the duration of the event) can create a sense of urgency and boost the company’s conversion rate.

How can gamified marketing be used to host a trade show?

To maximise the impact of hosting a trade show, companies need to think through their strategy from A to Z. Here are the steps they can take to ensure that they leave no stone unturned in their conversion funnel:

  • Define the objectives of your interactive marketing game. What results does the company want to achieve through gamification? For example, it may want to increase the number of visitors to its stand, generate leads or win new customers.
  • Choosing the right gamification mechanics depending on its objectives and audience. The phygital device via which the game will be presented is also very important. Depending on its budget, the company may opt for an interactive terminalor tablets. It is also important to ensure that the game reflects the company’s identity and that it is clearly identifiable for participants.
  • Defining attractive endowments to boost the participation rate. Depending on the audience’s expectations, the company can offer benefits to all participants (100% winner) or offer physical prizes to the big winners;
  • Distribute your marketing game beyond the trade show. Companies can also use gamification to boost their visibility and their online message. The animation can also be made available via social networks or directly on the company website.
  • Analyse the results and activate the data collected. Gamifying your exhibition stand can help you generate more leads. But this does not guarantee that they will convert into customers. To do that, it will need to follow up its prospects by sending them personalised content and progressively advance them along the sales funnel. Analysis of the data collected will also enable better segmentation of its customer base.

Conclusion

Trade shows are much more than just an event at which your company presents its products and services. It’s an opportunity to connect with your audience and build a loyal and engaged community. To increase the ROI of your exhibition stand, rely on our playable marketing mechanics!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Interactive surveys: the engaging solution for collecting opinions

Interactive surveys: the engaging solution for collecting opinions

by | Jan 30, 2024 | Audience engagement, Engagement

With the depreciation of data and the end of third-party cookies, companies are constantly looking for new ways to collect customer opinion and feedback. Surveys have always been a very practical way of gathering data about your target audience. But its gamified format, the interactive survey, is proving even more effective.

In fact, 89% of consumers say that when a task is gamified, they are more motivated to complete it because of its competitive and playful nature.

In this article, we present the advantages of interactive surveys to better understand the expectations of your audience. We’ll also look at how to use gamification to boost engagement, obtain relevant responses and optimise your campaigns.

SUMMARY

What is a survey?

A poll is a survey in which data is collected from a specific group of people. The aim is to acquire more in-depth knowledge about the various questions you ask yourself about your marketing target: what are its consumer habits, its budget, its preferred purchasing channel, and so on.

Why use surveys to improve your marketing campaigns?

The different types of survey

Just as there are several reasons to share a survey with your audience, there are also different survey formats :

  • Market research surveys These are used upstream of a project to gauge the needs and aspirations of the target audience. It is aimed at companies wishing to launch themselves with a new audience. It can also help them find out how they are positioned in relation to their competitors, or whether there is a demand for a new product.
  • Satisfaction surveys (or NPS – for Net Promoter Score). This type of survey is used to assess whether customers are satisfied with the company’s experience or offering. In practical terms, it involves indicating, on a scale of 1 to 10, how likely it is that the consumer will recommend the brand to friends and family.
  • Awareness surveys : They involve asking shoppers about their knowledge of the brand. This is a good way of measuring the success of an advertising campaign, for example, or identifying unexpected associations that consumers may make with the company.

Why opt for interactive surveys?

The simple act of asking someone for their opinion is already an effective way of capturing their attention and increasing their commitment. However, responding to a survey can also be a tedious task, especially if the format is not adapted to the audience.

As we have already discussed in other articles, the trend is towards interactive marketing. Users are looking for entertaining formats that introduce game mechanisms to make content more engaging.

Gamification will motivate more people to take part in a survey, which is why it’s a good idea to opt for interactive surveys.

Those surveys can serve several purposes:

  • Increase the number of participants and the survey completion rate. The main reason why users rarely complete a survey is that when the format is not interactive or is too long, it loses interest. Incorporating a game element makes the survey more engaging and attractive. This will encourage participants to complete it in order to obtain the reward that has been promised.
  • Obtain better quality data. The aim is not only to increase the response rate, but also to improve the quality of the data collected. If the survey is entertaining, participants will be more likely to give honest answers. This is particularly important if the survey includes more in-depth questions.
  • Increase brand awareness and customer loyalty. By creating fun surveys, participants will associate the brand with this enjoyable experience. They will be more likely to click, comment or even visit the brand’s website afterwards.

How do you gamify your interactive surveys?

Several interactive survey formats are available to make their feedback forms engaging. Companies can :

1. Turning a survey into a battle

example survey 1
A company that wants to know the tastes and preferences of its audience can gamify its survey by presenting it in the form of a battle. For example, rather than simply asking who their favorite influencer is (in order to optimise its influencer marketing, for example), it can create a battle of content creators by asking participants to choose a winner at each slide.

2. Replace the yes/no format with a swiper

Example-swiper

Rather than sharing a survey with closed ‘Yes or No’ questions, brands can make the experience more interactive by opting for the swiper. This format is reminiscent of dating applications. Participants drag an image to the right if they like or agree, and to the left if they don’t.

3. Transforming an awareness survey into an interactive quiz

Instead of sending out a long form to test your audience’s knowledge, Trivia is an interactive alternative. This survey format makes it possible to engage participants, who can test their knowledge and even compare their results with other players.

4. Motivating participants with a personality test

Personality tests are another very popular format for interactive surveys. It allows companies to learn more about their customers and enrich their CRM. But it’s also a way of encouraging participants to complete the survey, since the reward is learning more about their personality. For Valentine’s Day, the personality test can reveal the user’s profile and make personalised recommendations.

In 30 minutes, we show you how to launch your own high-performance interactive survey.

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