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Gamifying Marketing in traditional industries
- 2. LeadFamly provides accessible marketing gamification software that enables companies to cut through the noise.
- 3. Agenda. Let content do the heavy lifting How Tryg uses gamification to generate leads Inspiration station: great examples of traditional companies using gamification Q & A
- 4. Meet Mads and Phoebe. Mads Ejsing Mads is the Product Specialist at LeadFamly. Mads is an expert when it comes to developing high-performance gamification campaigns. Phoebe Berke Phoebe is the Academy Manager at LeadFamly. Phoebe creates the e-learning videos, and she’s one of the friendly faces on the chat support.
- 6. What’s new at LeadFamly: Focus on customer success with instructional videos, workshops, and improving the platform We have the best customers, including Coca Cola NL, Coop, Grundfos, McDonald’s, Pfizer, TogetherTV, Vero Moda, Volvo, and many more About us LeadFamly offers game-based lifecycle marketing software on a subscription basis that enables companies in any industry to successfully connect, engage, and grow business anywhere in the customer lifecycle.
- 7. Sneak peek of cases.
- 9. Agenda. Let content do the heavy lifting How Tryg uses gamification to generate leads Inspiration station: great examples of traditional companies using gamification Q & A
- 10. What content can do.
- 11. 🤝 🤣 🤩 🤭 🤨 What content can do… 😴 🥳 🤓 😢 🤝 🕵 🦸 🏃 ⛑
- 12. How we define content & why it matters Anything from SoMe, website content, landing pages, registration forms, to emails and e-learning 86% of B2C brands use branded content Opportunity to show brand personality Aim for interactive over interruptive. Applies to content, advertising, and even game campaigns Source: Ad Age
- 13. Good content can help… Educate your audience Reinforce the look and feel of your brand or business Create brand fans and loyalists 📣 Pull audience towards you (vs. push marketing)
- 14. What does success look like? Here’s our take Not always more 👀s Are lots of leads the new obsession, like follower count used to be? Quality over quantity, always Bottom line: 💶 talks
- 15. Content choice shows lifecycle stage Always, always think from audience’s POV Gamification = opportunity to inject fresh content and fun into relationship with customers and audience Lifecycle Marketing Awareness & Activation Source: Alexa
- 16. Agenda. Let content do the heavy lifting How Tryg uses gamification to generate leads Inspiration station: great examples of traditional companies using gamification Q & A
- 18. Tryg Why are we fans of gamification? Why I introduced gamification to Tryg Generate quality leads Balance of fun and serious business
- 19. Tryg Why are we fans of gamification? Started with a testing period in 2019: Experiment with game concepts Get ducks in a row with reporting Get integrations running and connected to outbound program A/B tested game concept for one campaign
- 20. Game type: Wheel Of Fortune Purpose: A fun activity to help position the travel insurance Generate leads for Tryg’s outbound channel Tryg Summer Campaign
- 21. 6.178 unique leads generated in one week. Registration conversion rate 64.4% Average lead was 0.80€ High number of leads, but the sales conversion turned out low Average time spent: 00:43 seconds Tryg WOF Results
- 22. Game type: Quiz Purpose: To position Tryg’s dental insurance To generate quality leads to outbound channels Tryg Dental Health
- 23. 595 leads at ~4.50€/lead Very high ROAS Leads were warmer than previous campaigns 51 seconds average engagement 29% registered = conversion rate Tryg Dental Health
- 24. Game type: Drop Game Purpose: Raise awareness of safe driving practices in the winter Generate leads to outbound channels, position our car insurance Tap into our prevention strategy as well Tryg Winter Driving
- 25. 936 leads at 1.40€/lead 01:21 minutes average engagement 20.7% conversion rate (registered) Outbound team loved this game— helped start a dialogue Tryg Drop Game
- 26. “Why not DIY?” Build in-house capabilities Segmentation is everything Don’t be afraid to qualify your leads Close cooperation and joint KPIs between CRM, Marketing, and Sales Content engagers get us more qualified leads. Balance between fun Tryg Learnings & Upcoming Campaigns
- 27. Agenda. Let content do the heavy lifting How Tryg uses gamification to generate leads Inspiration station: great examples of traditional companies using gamification Q & A
- 29. Neste Energy Company Purpose Gather marketing permissions and increase app downloads Test a big registration form Results 78.8% conversion rate +25,000 unique visitors with people playing multiple times 91% playing on mobile
- 30. Purpose Raise awareness of current offers. This ran alongside a TV ad Results 11,733 total visitors 82% conversion rate Broager Sparekasse Banking
- 31. Purpose Generate interest in their line of confirmation clothes Results 01:40 minutes average engagement 3x = number of times the average visitor played Nielsens Event: Confirmation
- 32. Guidance Marine Maritime Manufacturing Purpose Generate high-quality leads Used data to make business decisions Results Learned about industry preferences for sensors Allowed GM to get quality leads. GM could send them relevant information.
- 33. KeyTakeaways. Content is diverse and can elicit different emotions and reactions. Be intentional. Dedicate time to test what works, but do it your way. Like Tryg did. Be curious. Rather than automatically outsource, ask yourself “why not DIY?” Create the context that will accomplish your KPI. For example, Neste didn’t shy away from a large registration form.
- 34. Q&A Please type your question into the chat window