3. Psychology of Participants
The Thoughts and Feelings of Participants in Giveaways To truly understand why giveaways are significantly effective, it's crucial to comprehend the psychological motivations driving both clients and potential clients to participate.
Surprisingly, the "desire to win" is as compelling for many customers as the "desire to support and assist the artist." More than 86% of participants acknowledged they were motivated to participate because they found the artist likable and wanted to "support and assist" them in their endeavors. Almost half of the participants (48%) also expressed a wish to be associated with an interest in beautiful Powder Brows, Hairstrokes, or Microbladed brows.
Around one-third of the customers indicated that "showing interest in such beauty procedures publicly acts as a public declaration and self-affirming confirmation of their identity.”
Attitude towards winning
When it comes to brow business giveaways, winning is not the sole objective, contrary to the well-known adage attributed to UCLA Bruins football coach Henry Russell ("Red") Sanders: "Winning isn’t everything; it's the only thing." Our surveys and client interviews demonstrate that while winning is a significant incentive for entering a giveaway, it certainly isn't the only motivator. Participants are equally if not more, driven by desires to help and support the artist and publicly display their identity and preferences. Combined, these motivations maybe even more compelling than the desire to win.
What should be the actual goals of a giveaway?
From a marketing standpoint, this implies that giveaway campaigns are more than just a lure for the most frugal customers eager to save money. When conducted effectively, giveaways resonate with various aspects of customers' motivations and interests, operating on several levels. Thus, as many seasoned artists stated, a good giveaway campaign helps the artist in two primary ways: by increasing brand awareness and fostering engagement. Both of which result in a more significant following in the longer term.
Increasing Brand Awareness
At the most basic level, presenting your brow brand's logo with high-quality images of your work introduces and reinforces your brand to a broad audience. This exposure is crucial in recognizing and connecting your brand with potential clients. That is also related to why artists should not be afraid to put themselves out there as the campaign's central focus.
Fostering Engagement
People participate to win because they are genuinely interested in your work and want to support or associate themselves with it. Engagement can be diverse. For instance, 26% of participants might share the giveaway to help inform someone they believe would appreciate winning, while 28% might be drawn to the content's wit or humor. This indicates how a giveaway is presented can significantly influence engagement levels.
Therefore, a well-organized giveaway is crucial. It should be designed to align with your target audience's preferences and interests, ensuring resonance with different segments. This is not just about giving something away; it's about enhancing brand awareness, stimulating engagement, and ultimately generating conversions.