IME Natural Perfume Giveaway Hit a 41% Conversion Rate

From Trefiel to Business 2iC

Lucy Bloomfield is an entrepreneur turned consultant. She runs Business 2iC, a consulting agency in Australia.

Lucy runs giveaways with Gleam Competitions for her own brand and for her clients, mostly small e-commerce businesses.

This story covers how Lucy uses Gleam Competitions to bring customers back.

Trefiel, the Face Mask Brand

Before consulting, Lucy co-founded Trefiel, a face mask brand. Major Australian pharmacy chains stocked it.

Lucy started Trefiel because she was frustrated with the skincare options available. She built an affordable skincare product with natural ingredients and paired it with packaging and storytelling aimed at her customers.

Giveaways at Trefiel

Lucy ran flash sales and giveaways at Trefiel, and she designed each giveaway around what customers had told her.

Over two years, Trefiel gave away weekends away, two getaways to Bali and a Pamper Club subscription box.

Lucy noticed that other companies weren’t running giveaways the way her team was.

Trefiel no longer operates. Lucy took what she’d learned in two years of running it and started consulting.

Business 2iC and Client Giveaways

Lucy helps clients find new channels to bring in traffic and revenue. A giveaway on Gleam Competitions is one of the first things she suggests.

Her giveaways aim to bring current customers back to a brand and to reach new customers in the same niche.

Lucy works with Australian lifestyle brands that sell natural products.

Her clients include Deliciou, IME Natural Perfume and The Chocolate Yogi.

I was running giveaways every month for my own business and now I do at least every second month for my client’s businesses. I think they are one of the few projects I work on that never stop being effective. That’s why I love them so much.

Lucy Bloomfield from Business 2iC

To stretch a small marketing budget, Lucy partnered with other brands on IME Natural Perfume’s giveaway. The prize pack was worth $1,000 at retail. It ran from 29 August to 11 September 2017 and was open to Australian residents.

Lucy now also works with larger organisations, including Australia Post and Deakin University.

Three Jobs Gleam Competitions Does for Lucy

Lucy has tried other platforms and keeps coming back to Gleam Competitions for its ease of use and integrations. Her three favourite things:

1. Automatically process and validate entries without her intervention

2. Automatically draw a winner at the end of the giveaway

3. Automatically report on the effectiveness of an entry method and traffic

The automation saves her hours of admin, which she spends helping clients serve their customers better.

Editing a Giveaway While It’s Live

Lucy shapes a giveaway’s Actions around each client’s goals and changes them while the giveaway runs.

It’s where the magic happens.

Lucy Bloomfield from Business 2iC

Lucy’s tips for a live giveaway:

1. Embed your Gleam widget on a page of your website so you can see what traffic it gets and how each source performs.

2. If influencers send traffic to your giveaway, schedule their posts on separate days and compare the Conversion Rate of each.

3. If you use the Question Action to collect customer feedback, change the question once you have enough answers and collect something new.

4. To make one Action the main choice, use Entry Weighting to give it far more entries than the others. IME Natural Perfume gave Purchase Any Product From Our Store 30 entries, Newsletter Subscribe 5 and each Facebook and Instagram follow 1. This works when customers want the prize and you don’t want to lock the Competition behind a required Action.

This is just the surface of what I’ve learnt from running campaigns in Gleam. There is so much information and insight to be gained by tweaking your giveaway, understanding how different channels of traffic are performing and why.​​​​​​​​​​​​

Lucy Bloomfield from Business 2iC

Key Growth Takeaways

Run a Giveaway Every Second Month

Lucy’s clients are mostly small to medium businesses that are established and want more returning customers. A giveaway is one of her first suggestions:

…it’s always relevant and one of the first options I suggest to clients looking to increase their return customer rate.

Lucy Bloomfield from Business 2iC

At Trefiel, Lucy ran a giveaway every month.

Her clients run a giveaway at least every second month.

Acquisition and Retention Giveaways Compared

Lucy says some of her best results came from giveaways that took only a few hours to set up.

An acquisition giveaway and a retention giveaway look alike. Entrants differ in how much they’ll commit to.

Acquisition giveaways work best with simple Actions, like Newsletter Subscribe. Entrants who’ve never heard of you can’t say where your company should go next.

A retention giveaway lets you ask customers where your company should go next, and reward thoughtful answers.

For IME Natural Perfume, Lucy added Question Actions to the giveaway.

Lucy analysed the responses and rewrote her client’s Facebook ads and email copy in the customers’ own words.

IME Natural Perfume’s giveaway ran from 29 August to 11 September 2017. It recorded 2,705 Impressions, 1,121 Entrants and 3,793 Actions, a 41.44% Conversion Rate and 3.4 Actions per Entrant.

Lucy used the answers to find customers’ favourite products, then ran a gift with purchase offer built around them and emailed it to existing customers.

Question Actions for Retention Giveaways

Lucy builds her clients’ giveaways around custom Actions such as Question, with social shares and newsletter sign-ups as extras.

Most of Lucy’s clients already have an established brand and want more sales, so she starts by learning as much as she can about their existing customers.

Collect Feedback With the Question Action

Lucy starts by learning who a client’s customers are. If the client struggles to engage them, she uses the Question Action to ask.

Simple questions like How often do you X a week? help her serve customers better. IME Natural Perfume’s giveaway asked “How often do you need me-time per week?” Lucy checks for responses while the giveaway is live.

Once she has enough responses, or wants to dig into a specific topic, she updates the question.

Lucy says this is the most effective way she’s found to collect feedback from Entrants:

Lucy first tried this at Trefiel. The answers told her when customers used Trefiel products and fed a customer persona.

Reviews as a Giveaway Action

Lucy also uses the Question Action to collect customer reviews.

At Trefiel, Lucy asked Entrants to post product reviews on the brand’s Facebook page. When the screenshot was taken the page showed 123 reviews and a 5.0 average, with 118 five-star and 5 four-star reviews.

Email First, Social Second

After Facebook changed its terms of use, Lucy moved clients away from asking for social follows. She used email marketing and onboarding emails to send customers and subscribers to their social pages.

Her takeaways:

1. Give the Newsletter Subscribe Action more entries than the others so most Entrants join your list.

2. Before launch, write an email sequence that introduces new subscribers to the brand.

3. In your first two emails, invite new subscribers to follow you on social and say what each platform offers them. Each platform should give a different reason to follow.