Points or prize draws? Which option is best for ensuring a higher engagement of online panelists?
Answers (9)
Hi Mihai,
I would say combination of both and second most important thing, how do you want your panel to grow and perform.
If you feel prize draws makes them more interested and they be part of active panel for long time then this is it.
Best
Sharad
Malachi (Car Guy) H
Certified Automotive Consultant at Starr Motors
Best Answers in: Market Research and Definition (1)
Whenever this trype of campaign is devised there are at least two key factors that should always be considered. 1) Target market, and 2) Length of campaign. If the target market is loyal clientel then you can use points that can be counted towards prize drawings or the like.If the market is cold then the only way to hold interest for even a moderate length campaign is with prize drawings.
I think Malachi has hit the nail on the head with that one. I'd just like to add that the prizes themselves are also important and should be attractive to your target market.
If you do decide to use a points system, the rewards also have to be carefully selected and attainable. I used to be part of a survey panel using a points system but I lost interest because the number of points needed before you could redeem them was impossiblly high.
The only method that works all the time is cash compensation. The level of compensation is depending on complexity and length of the survey.
Rich B
Specialty Retail Manager
Best Answers in: Internet Marketing (1), Market Research and Definition (1)
I strongly prefer points. Points are something people "earn", and they feel more ownership of, and pride in, them. Prizes, on the other hand, tend to have a low-worth perception because they are "free" (in that you haven't "paid" for them with points). This is also true of customer loyalty programs, evidenced by successes as far-spread as World of Warcraft, CVS Pharmacies, Gymboree, and American Express.
Kirsty makes the excellent point that a redemption program must be reasonably attainable. Small breadcrumbs and progressive prizes do a lot to motivate the psyche (think of the buy-2-get-1-free sale, in which you only wanted one item, but will buy the second because you're already halfway to the free one).
Hi,
It will mainly depend upon the degree of loyalty. If the panelists are highly loyal then it reflects that:
a. they are willing to be more connected with your service.
b. they don't look up for any further benefits apart from what is being provided at present.
Thus, this makes it a ideal platform for the point system. Because, point based rewards gets a user to be :
a. more involved & inquisitive
and these are probably will better accepted by the loyal users.
for the other group: the main attraction factor would be some sore of tangible benefits in a short time and that would be better implemented with the help of prize draws.
Regards,
Nishith
I would say combination of both prizes & point. if you want your panelist stick to your panel for long time and bring new epole as well, you have to surprise them prizes and points will be a great way. I would add to the mix rewards. you have to keep them happy. it's a bit like running a loyalty program.
I would also add that on top of being attractive to the target audience, prizes have to be seen as relevant and worth having. This will ultimately motivate the decision to take part. When products are up for grab for instance (vs. vouchers, donations etc.), it is quite important to consider how 'trendy' and 'new' they are i.e. how appealing they could be. Most products work quite well when new/launched but after a while and depending on its popularity and on the audience, it may already be widely owned. If this is case, it has to be remembered that most people would find little relevance in acquiring a second one (thus in completing a survey for it). This is often true for electronics and items such as Ipods etc.
Hope this helps
Anshu J
Pricing Thought Leader
Best Answers in: Pricing (3), Customer Service (1), Organizational Development (1), Manufacturing (1), Enterprise Software (1)
Points are good when you are focusing on repeat rates, while prize draws are better when you are looking at a one time boost in acquisition.
Points will help you attract demand from your competition. A person on American Airlines reward program is more likely to fly American airlines, even though other airlines might be offering a better price deal. Prize based schemes are more likely to create impulse purchase, and they generate organic demand. So if you are in a business that has potential for generating impulse purchases, you will be better off with a prize based scheme and vice-versa.
