Customer acquisition
Grow your list of contacts who accepted marketing by trading a prize for a sign-up.
At Lindenhall, the Winter Wheel gives away hot chocolates, and every player signs up first. The offer has to be worth a minute of a shopper's time.
Plan the offer
- Match the prize to the audience: a €20 gift card for regulars, a sample for a shop opening.
- Run for 7 to 21 days. That's long enough to spread the word, and short enough to feel urgent.
- Decide how many prizes you can fund, in total and per day.
- Have your legal team approve the terms and the marketing consent text before you build.
- Get your logo, colours and a banner image ready.
- Set your success target. Judge the campaign on a count: new contacts who accepted marketing. Agree the number with your team before launch.
Build it in Studio
| Part | Choose | Guide |
|---|---|---|
| Game | A Wheel of Fortune or a Scratch Game for a quick win | Pick a game type |
| Prize | A Luck Based Reward, in Secure Mode if staff must check a code | Instant Win rewards |
| Or a quiz | A Quiz asks for more attention. Its prize is a Performance Based Reward for the best scores, or a Lottery | Quiz |
| Sign-up | The acquisition form, with its marketing choice | About acquisition forms |
| Terms | Opt-in, with your approved terms | About opt-in |
| Look | Your colours and images, in the game's Appearance tab | Configure appearance & branding |
Keep the whole exchange, from sign-up to result, under a minute.
Launch it
Send people straight to the game: its own link and QR code open it directly. A landing page only helps when the campaign holds several games. See Find the game URL.
- Online: post the link on social media, in your newsletter, or as an ad's destination.
- In the centre: put the QR code on posters and screens. On a touchscreen, check the game plays well by touch.
- Tracking: add
utm_sourceandutm_mediumto each channel's link, so each channel shows apart.
If your plan includes Smart Links, you can print a Smart Link and change where it leads later.
Measure it
Run the campaign's Analytics for its dates: see Campaign dashboard.
| Number | Tells you |
|---|---|
| Identified Visitors | Everyone who signed up or was recognised, new or already known |
| Acquired Visitors | Only people who created a new account. The percentage beside it is the acquisition rate |
| Participants Per UTM Source | How many participants each tagged link brought, contacts you already had included |
Marketing consent isn't on the dashboard. Download All participants data from Participants > All Participants: see Exports & reports. Your result is the rows where Marketing Optin is true, with an email your CRM didn't hold before.
Improve the next one
- Check the count against your target. Below it, read the acquisition rate: Studio has no step-by-step funnel, so this is your closest view. A low rate means most players already had an account: aim the next ads at new audiences.
- Check the consent share: rows with Marketing Optin
true, out of all rows. A low share points at the marketing choice's wording: see Set up an acquisition form. - Check cost per participant: divide each channel's spend by its Participants Per UTM Source count. It counts contacts you already had too, so it isn't a cost per new contact.
- Log each campaign's prize and its count of new contacts. Over a few campaigns, you'll see which prizes win sign-ups.