Often times a giveaway comes following a seminar or workshop. Even though the host or presenter announces the giveaway and selects a winning recipient chances are, in the excitement, that the person who just won won’t know fully what the giveaway includes. The presenter needs to reintroduce the giveaway when contacting the recipient. It’s okay to be redundant and restate what the giveaway is, what it includes, what they can expect upon receiving it.
In Part I of this writing we discussed missed opportunities that come from giveaways. In this second half you’ll find actionable steps to change those missed moments into new connections, warm leads, and hopefully happy referral sources.
Steps to Making the Experience a Great One
- It’s your responsibility to initiate contact with the giveaway recipient. Before leaving the seminar, be certain that you or the seminar host have the recipient’s contact information. This is your first opportunity to start making a good impression and showcasing your business. Never be lax and let days (or weeks) pass before contacting the giveaway recipient. Build on the excitement of receiving your giveaway and keep the positive momentum flowing for your recipient. Tell them how and when they will receive the giveaway.
- Introduce the giveaway in a clear way. You know what the giveaway is, what it includes, what the benefits are, what the terms are, what results can be derived from it but the person who won the giveaway probably isn’t as familiar (or may not remember what was said at the seminar) so tell them this info. Clearly and concisely in your winner notification email.
- It’s in the follow-up. After the person has been awarded the giveaway, set a calendar reminder to follow-up with them to 1) make certain they received the item (if it was mailed), 2) to make certain they could access the download (if the materials were via a download link or web URL), 3) ask if they have any questions (if this was a report or assessment review), and 4) ask if they were pleased with their giveaway. It’s all about ensuring their customer service experience was satisfactory.Giveaways are pink spoon samplings of your services or products or business. These promotional offerings are a soft form of marketing. All marketing efforts should exude quality, value, and be enticers to connecting with your business on a deeper level.
- Be ready to upsell. Never allow an organic opportunity to upsell slip through your fingers because you weren’t ready. Be ready to introduce the next level to keeping in touch with you and your business. Invitations to connect on social media sites or receive your newsletter are often welcomed when recipients have a positive giveaway experience. If your giveaway offer yields to something that would lead to a service or product you offer and the recipient asks about upgrading, entertain that conversation. (Remember, how I mentioned earlier about wanting to buy web design services.)
- Ask for introductions or referral connections. As a wrap up to your follow-up be sure to express your appreciation for getting to know the recipient and the opportunity to gift them the giveaway. Invite the recipient to share you and your business with others who they feel would benefit from your services. If you have a referral bonus program, briefly mention this. This is not a high pressure request but should be a brief and friendly exchange of information.
Giveaways can have big impacts and open doors to individuals you might not otherwise reach. You never know who knows who and where that next great client may come from. Remember that recipient came to you as a warm lead. When they attended your seminar or workshop they indicated interest in your business and offerings. It doesn’t get much better than that.