7 Prizes Consumers Really Want to Win
Finding prizes that appeal to consumers isn’t difficult if you use Google’s Keyword Tool.
The recent Wolf Blass promotion to win an iPad got me thinking about what consumers actually want to win. I turned to the Google Keyword Tool which tells you how many people are searching for specific keywords in Google.
So what do consumers really want to win?
Above anything else, people want a new house. This is an expensive prize though so isn’t very popular with supermarket brands. If you offer the home in a location that reflects your brand, like Martell VS did with their ‘Win a Family Holiday Home in Cognac’ promotion then you can underline the values of a luxury item.
Next on the list is a television. Mars wants consumers to eat their chocolate at home while enjoying a home cinema experience in the same way that they do at the cinema, so their promotion to win a TV draws on this clear consumer desire whilst associating their products with a popular activity. This is a wise move in these cash-strapped times as people find it hard to justify a trip to the cinema.
The third thing a consumer wants is to go out and be entertained. Brands can draw on this by offering tickets that are associated with their brand values. This is a very popular option for marketers because it’s pretty cheap: Galaxy, Coca-Cola, Lech Beer, Ribena and Macleans have all offered tickets as a prize in the past year. I’ve even won one myself!
Holidays and trips away are high on everyone’s agenda and the wide variety of options make easy pickings for brands to reflect the aspirations of their target market. Appletiser, Brancott, Lynx, Actimel, Giovanni Rana, Isla Negra, Jameson, Innocent, Tyskie Beer, Laughing Cow, Westons, Lambrini, Martell VS and Doritos have all recently taken advantage of this insight.
No surprise that people are searching online for free computers. Brands don’t seem keen on offering desktop computers but laptops are popular prizes with FMCG brands like Quality Street, Sugar Puffs, Actimel and Ocean Spray. Wolf Blass’s current promotion to win an iPad is a branding mistake I think, but that won’t stop it from being popular.
Money prizes are clear favourites but they offer very little scope for brand differentiation within the FMCG arena. Still, Crisp ‘n Dry, Chicago Town, Wrigley’s, Cadbury and Mountain Dew have all offered cash prizes in the last 12 months. Of these only the Wrigley’s Win a Fiver seems to work.
Another big prize with lots of ways to target key demographics is a car. Brands that have offered a vehicle in recent months include Primula and Levi Roots. Dorset cereals once offered a gipsy caravan as a prize but I’m not sure that quite fits into this category.
Other desirable prizes are phones, cameras, weddings, kitchens and makeovers. So, finding prizes that attract consumers isn’t difficult. However, finding prizes that attract attention and fit the brand requires insight and creativity.