Practical Sales Training™ > How To Convert > Prize Draw Offer
What is it?
A prize draw offer occurs when a prize draw is offered to a group of people – usually social media followers. Lots of people enter, but only one person wins. Then, “unexpectedly” the runners up are offered a discount or deal on the thing they tried to win for free.
Why does it work?
It works because the people who opt in to win something are highlighting themselves as prospects, so they are more likely to buy than someone who didn’t enter to win “the thing” for free. Losing the prize draw, but finding out you have access to a special deal can make you feel a bit exclusive which is nice and has a feel of lagniappe to it – it’s like an “unexpected gift” or something nice that has been given to you which is always nice.
How can you use it?
You need to make sure that you adhere to any applicable laws in your jurisdiction when it comes to prize draws, but you can make this work by taking something that you offer for sale and then promoting a free prize draw for that thing.
Once the entries are in you can announce and publicise the winner and then go on to contact all of the runners up with their special offer.
Some will buy, some won’t, but EVERY person that entered the competition can now be considered a prospect for that specific offering.
Hypothetical Example:
A luxury spa runs a prize draw on Instagram with the headline:
“Win a £300 Spa Day Experience for Two!”
They collect 500 entries (all people who want a spa day). After announcing the winner, they email all the runners-up:
“You didn’t win this time… but as a thank-you for entering, here’s a special offer – enjoy the same Spa Day for just £199 (normally £300). Offer valid for 7 days only.”
Because these people have already demonstrated interest by entering, many will take up the discounted offer, generating immediate sales.
See also
