Align Your Prize With Your Audience

The more a giveaway item aligns with the target demographic's interests and the more directly it ties to the consumption of the brand, the greater the participation. Developing a prize that is both relevant and interesting is critical in generating maximum interest, says Smith Brothers' Miles Smith. For example, in a promotion for a healthy frozen snack product that required toasting, the marketing was geared toward “soccer moms.” Consumers were offered the chance to win dozens of free toaster ovens and gift cards for their kids to a popular sporting goods retailer.