“Marketing is a contest for people’s attention,” Seth Godin.
#8 Experiences at work: Promotions and prizes
You leave home for the daily commute to work. You walk out the front door and notice a few posters for an upcoming concert on the telegraph pole. You look down to head on your way up the street and there’s a chalk promotion on the footpath for a new local eatery. At the bus
It’s a familiar experience
Marketing is about influence and inspiring a behaviour: ‘Try this’, ‘buy that’, ‘go here’, ‘do that’. And marketers are always looking for new and innovative ways to reach customers and provide value – after all, successful marketing is a value exchange between those selling and those receiving. As a consumer, you want to receive (or have the promise of receiving) something in exchange for your attention, time, money or effort.
In an environment where attention is the new currency, creating an emotional connection to your brand is paramount not only to success but mere survival. Emotional connection in a loving relationship is described as follows. “When you are emotionally connected as a couple, you build a foundation of strength, trust, and respect.” And while we’re not expecting customers to vow their loyalty to us until ‘death do we part’, as brands we must create this experience of trust so that customers feel their exchange of time with us is worthwhile.
Using experiences as prizes and cornerstones of marketing promotions can do just this. At the BRG we work with hundreds of businesses who use our experiences in this context. Why is it successful? Because it’s hard to put a price tag on an unforgettable experience like learning to fly a
Here are our expert picks of the best aspirational prizes for your next promotion:
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