YA Survey: Nearly Three-Quarters of the U.S. Population Participates in “Enter-to-Win” Programs

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A recent study by YA, an industry market leader in delivering flawless multi-channel marketing promotions for the nation’s most respected brands, shows prolific participation in “Enter-to-Win” programs and points to the fact those programs build affinity for brands.

A recent study by YA, an industry market leader in delivering flawless multi-channel marketing promotions for the nation’s most respected brands, shows prolific participation in “Enter-to-Win” programs and points to the fact those programs build affinity for brands.

Nearly three-quarters of respondents (72 percent) said they participate in such programs, and 25 percent participate at least once a month.

“What we found truly interesting about the level of enter-to-win participation is that it doesn’t matter if the person is male or female or how much money people make–participation is high across all demographics,” said YA President and CEO Chris Behrens. “People participate because they like the brand, enjoy competition, and for the prizes these types of programs offer.”

The survey also found that 81 percent of respondents would be more likely to keep buying a brand if the brand offered a great enter-to-win program, and 58 percent said they have already bought or tried a product or brand they normally wouldn’t as a result of such a program.

“This data proves putting an enter-to-win program into a brand’s marketing mix is a smart decision,” said Behrens. “Enter-to-Win programs can be designed to increase brand love amongst loyal advocates as well as drive awareness and brand trial to support customer acquisition.”

When it comes to the type of enter-to-win programs people prefer, instant win (e.g. peel to win, click to win) is the most favored at 51 percent. Sweepstakes (providing info as part of a drawing) is second at 33 percent. Rounding out the list is collect and win (e.g. game piece or code) at 11 percent and entering a contest (e.g. photo or video) is at 5 percent.

Nearly half (48 percent) say a company website is the preferred method of entry, 21 percent prefer social media such as Twitter or Facebook and 14 percent prefer text to enter. Entry via social channels and text to enter was more desirable for 18-24 year olds and 25-34 year olds compared to older demographics.

“This information confirms the direction we continue to recommend to our clients,” said Behrens. “The best place to spend marketing promotion dollars is in the digital world.”

Enter-to-Win programs also offer brands an opportunity to collect valuable information about their consumers. Consumers are willing to provide general contact information as well as provide consumer feedback. Email (88 percent), gender (84 percent), age (84 percent), name (83 percent) and address (57 percent) top the list for information consumers expect to provide. People are also willing to provide feedback as part of their entry, with 74 percent saying they would take up to 5 minutes to fill out a survey.

“The data that brands capture during enter-to-win programs is very valuable. The information can be used to build a customer base for ongoing communication, understanding customer segmentation or capturing brand and product feedback,” said Behrens. “We see enter-to-win programs evolving from stand-alone programs to a strategic part of a larger marketing strategy and entry point for acquiring customers and starting a brand conversation with them.”

About the survey
Survata conducted the survey of 1,000 Americans on behalf of YA June 2015.

More information can be found on the company’s website: http://www.yaengage.com.

About YA
For more than 40 years, YA has been a leader in the promotional marketing services space. We deliver flawless digital, social, mobile and traditional promotions such as rebates/rewards, enter to win and loyalty programs for the nation’s most respected brands. Our end-to-end management of 3,500+ promotions that reach tens of millions of consumers annually makes us experts at turning even first-time customers into loyal brand advocates.

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Krista Forsberg
YA
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Tracy Kurschner
Kurschner Communications
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