A huge part of running a promotion is having an amazing promotional website (also referred to as a microsite). A promotional microsite is a standalone web site that can be as simple as one page or it can consist of multiple pages. Either way, a successful promotional website has one essential function; to host all the relative information your consumers need to know about that particular promotion. It is only one part of your program, but it is a crucial part, and can have a big impact on the results of your promotion. When done correctly, a successful promotional website should be more than just an entry form, it should be an informative and engaging tool for your consumers.
Here’s a brief list of all the essentials you should consider including in your promotional website:
- Hero section with promotion name and call to action (CTA)
- How to enter
- Official Rules
Continue reading to learn our best practices for creating a successful promotional website.
In addition to engaging visuals, you should be sure to have consistent creative throughout your promotional website. Just like with your brand, your promotional microsite should feel cohesive. Each section should feel like it belongs with the rest. This will benefit you, since your consumers will have a more seamless experience with your microsite.
Last summer, we worked with Blue Bunny and their agency partners, to launch a multi part campaign that featured three separate promotions: the Blue Bunny Summer of Funlightenment. Even though the Summer of Funlightenment had three separate promotions, each campaign was consistent in both messaging and creative, making learning all the ins and outs of each program easy and efficient for the user.
Emphasis on the CTA
The call to action is the most important element on your promotional website. This is where you will direct your consumers to register and log in, enter your sweepstakes, upload a game piece code, submit their contest entry, etc. This button should be easily visible, contrasting from the background, and should be included in each section of your main page, OR should be a floating element that follows the user as then scroll. In addition, make sure that the wording on your CTA is clear and concise.
Another very important feature on your promotional website is the registration form. This is where many promotional microsites can see a high bounce rate if done incorrectly. For example, large forms can be daunting and can scare away visitors. Try to keep your form as short as possible, only include essential form fields for your users to fill out. Or, you can design your registration form to only show a few form fields at a time, so consumers don’t see a big wall of questions and get overwhelmed. Remember to carry your engaging visuals through to this page too.
In addition, there are many entry mechanics you can use to make your entry form exciting, enticing, and easy for your consumers. Whether entry is with unique codes, geofence locations, scanning with visual recognition technology, or more, customized digital solutions can make your promotion’s entry as seamless as possible. Be sure to consider a partner, like MRi, who can handle them all.
Take a look at MTN DEW’s Hook the Ultimate Catch promotion, where the DEW team and their agency Motive utilized MRi’s visual recognition technology so users could scan bottles for entry. The MTN DEW North Division wanted to create an instant win game and grand prize sweepstakes for their fans and faced the challenge of needing to validate consumer submissions in real-time. MRi Identified the best solutions to solve the DEW team’s challenges. We implemented our visual recognition technology, which allowed consumers to seamlessly scan their bottles and instantly validate their submission, all on an engaging, informative, and exciting promotional microsite.
A promotional website should be fun and engaging for your audience, since that’s what promotions are all about. For example, if your grand prize is an exciting brand new car, put that car front and center on your website. In addition, since promotional websites are standalone web pages, you can go a little outside of your comfort zone to make a truly fun and unique experience for your fans. Add some moving parts, exciting colors, and much more to get your users attention.
In a recent MRi, Motive Agency and MTN DEW partnership promotion, 100 Days of Baja, the Dew team took full advantage of the creative freedom a promotional website allows by adding an interactive 3D island to their microsite. Users could interact with features of the island to reveal more about how they could win amazing prizes. The website proved to be dynamic, fun, and rewarding for consumers and brand alike!
Thank You Page
Be sure to include a thank you page on your promotional website. This is an important, but easily forgotten element for your promotional microsite. Without a thank you page, consumers could doubt whether or not their entry was submitted. This can leave your users with a bad impression of your promotion, and by extension your brand. A thank you page should appear after users submit the form on your website. This page can also be a great way to educate users on information such as: when they will be notified whether or not they won, how you will inform them, when the promotion ends, if they can enter again, etc..
Above all else, security is the most important aspect of your promotional microsite. Since you will be collecting data from your website visitors, it is essential that their information is protected and secure. In addition, you will want to make sure your brand is protected as well with official rules for the promotion available on your microsite. Official rules provide users with all the necessary information for your program while also protecting both the user and brand. The right promotional company will be able to ensure a legal promotion with the utmost security in place.
Promotional websites are so much more than just a registration page and rules! Done correctly, a promotional microsite can be a tool for boosting program awareness, entries, and ROI. With the best practices listed above, your promotional website should be a great foundation for the success of all your promotions.
If you’re looking for more insights on promotional marketing, sweepstakes, contests, loyalty, and more, check out our case stories and some of the successful promotional sites we’ve created for our clients. Developing a custom-built promotional website is only a small portion of our digital promotion services at MRi, but an important part of our overall promotional marketing strategy. After years of helping brands create exciting and purposeful promotions, using our own IDEA plan, we know the difference a great promotional website makes. Contact us today to start a conversation!