Re: UKNM: Re: Marketing Sherpa/Your Auto Choice

[Silas Denyer]

>From our experience, prize-draw competitions are not very good at

targetting

a small group of potential users. You either have to target the prize

(which, short of being "tools of the trade" or a "busman's holiday", is

difficult to do), or you have to very precisely target the audience.

Assuming that there is going to be a "viral element" - by way of referrals

or whatever - then there will be a lot of "bleed" into inappropriate

potential user groups: unfortunately much of the population have friends who

aren't just work-related!


The alternative, if you have the infrastructure in place to handle it

quickly & cheaply as we do, is to conduct a proper competition which is

itself tightly zeroed in on the target audience; in other words, a

competition where the answers to the questions are most likely to be known

by your prospects but by few others. These can be easy (i.e. just a form of

entry qualification), or more difficult (in which case you can always

publish a league table of users and their scores and actually declare a

winner without recourse to a draw). The last option, particularly, can be

genuinely viral (as opposed to just user-originated spam), in that it sparks

rivalry and debate.


Of course the foregoing is not universally applicable but, nonetheless, is

another strategy to consider.


Silas Denyer

Director, Turns Ltd.

w. www.turns.net

e.

silas [dot] denyerturns [dot] net

t. 07956 661902


----- Original Message -----

From: Tim Ireland <

timdesignercity [dot] com

>

To: <

uk-netmarketingchinwag [dot] com

>

Sent: 18 October 2000 17:15

Subject: UKNM: Re: Marketing Sherpa/Your Auto Choice



>

jasonloquax [dot] com said:

>

> > I've just read an article in Marketing Sherpa's regarding Your Auto

> > Choice's prize draw

> >

> > There are a few points that have slightly riled me. "Competition

> > Hunters" do have money, they do buy things, they may, just like

> > anyone else use your service and spend cash!

>

> <snip>

>

> I'm probably one of the worst 'something for nothing' offenders - but if I

> find a good site via a competition, I will stay.

>

> Again we get back to the quality of the product being at the core of good

> marketing yadda yadda yadda.

>

> OK, OK, maybe it's a great site, but not relevant to everybody - this is

why

> you select a carefully targeted prize.

>

> Tim Ireland

> Director of Marketing

> www.designercity.com



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