Will your New Year giveaway ideas and promotions earn brand loyalty in 2022? As 2021 draws to a close, many consumers contemplate their New Year’s resolutions. And experts say people need a plan and social support to achieve them. However, only 34% of consumers “trust the brands they use,” according to a survey from Clear Channel and JCDecaux.
Take a professional yet personal approach by creating a January marketing campaign tailored to your customer base. Build consumer confidence by exploring the latest research and customizing seven practical New Year giveaway ideas.
Consumer Insights: Trust in Brands
The 2021 Edelman Trust Barometer Special Report finds that 68% of consumers believe “it is more important for me to be able to trust the brands I buy or use today than in the past.” And this rises to 75% for those aged 18 to 34. What can you do to boost consumer confidence?
The most important factors for respondents to Salsify’s 2021 Consumer Research Survey are “high-quality ingredients, materials and craftsmanship, corporate responsibility, and good customer service.” According to Clear Channel and JCDecaux, “consumers attach the greatest value to quality, value for the money, and transparency.”
Earn consumer trust by:
- Developing detailed product descriptions
- Displaying high-quality images on your website and social channels
- Using brand media and earned media to share information
- Telling a story informed by insights from customers and experts
- Focusing on your brand’s value and quality, lifestyle, and brand fit
Key Benefits of Gaining Consumer Trust
Consumer trust is linked to improved business outcomes. Almost 90% of Salsify survey respondents say they “are willing to pay more for something when it comes from a brand they trust.” Edelman reports that “brand trust clearly drives growth.”
Therefore, building trusted relationships results in higher engagement, more word-of-mouth recommendations, and increased revenue.
Customer Research: New Year Priorities & Trends
Finances, health, and general wellbeing are key objectives for 2022, and these goals are similar to previous years. However, consumers are more focused on physical and mental health resolutions than in 2021. A Fidelity Investments survey finds an 8% increase in Americans making physical health resolutions, an 11% jump in mental health goals, and an 8% increase in general wellbeing objectives.
In a study commissioned by Herbalife Nutrition, 64% of respondents “plan to adopt a new year, new me attitude.” Likewise, Voya’s survey notes that 60% of survey respondents want to improve their overall wellbeing. All three surveys show that people have a long list of things they want to do more in 2022.
Consumers intend to do more of the following:
- Prioritizing physical and mental health
- Eating healthier
- Focusing on self-care
- Saving money
- Spending less
- Paying down debt
- Spending more time with loved ones
- Concentrating on things that truly matter
Create an Effective Campaign With 7 New Year Giveaway Ideas
Brands that personalize their approach with relevant, high-quality information can earn consumer trust. As such, it’s vital to survey your customers and gauge their priorities as we head into the new year.
Take a multi-channel approach to customer research by developing standalone landing pages for polls and surveys and sharing them on social media, your website, and email. Next, come up with New Year giveaway ideas and promotions for the final week of December, New Year’s Eve or New Year’s Day, and the month of January. Here are seven giveaway ideas to get you started.
1. New Year Giveaway Ideas to Build Self-Confidence
According to Herbalife Nutrition, “32% of Americans who make New Year’s resolutions have doubts they will be able to stick to their resolutions.” A supportive community helps consumers stay focused and get through the tough spots.
Kick-off 2022 by letting your audience know that they can accomplish their goals, and your brand will be there to help. Bundle nutritious foods and health products into a grand prize or give several smaller gifts. Promote your giveaway with a series of inspirational and motivational quotes while exploring how each prize could help them reach their goals.
2. Share a Quiz on National Trivia Day
January 4 isn’t just for companies selling board games. Quiz your customers on their brand or product knowledge. Love Tiki sells barware and tiki accessories, so to celebrate National Trivia day, they came up with a quiz for consumers to check their understanding of drinks and cocktails.
3. Survey & Video: Giveaway Ideas That Deliver an Experience
The West Virginia Department of Tourism surveyed Americans and found that 75% are “now focused more on creating memories with loved ones rather than buying material goods.” They used survey data to develop a Resolution X website and a travel giveaway.
Deliver an experience through interactive website elements, such as personality or trivia quizzes or chatbots that answer questions with links to supportive content. Add social media contests requesting user-generated content (UGC), like videos or photos. Plus, encourage your fans to engage with your brand and individuals by asking and answering questions on your social media posts.
4. Mindfulness: A Giveaway That Focuses on the Moment
According to the West Virginia Department of Tourism, 30% of people with failed resolutions said life was “too busy to achieve their goal.” Consider offering a monthly meditation or mindfulness session that ends with a giveaway. Or pass out a coupon code to everyone who participates.
5. Celebrate National Motivation and Inspiration Day
The United States government passed a rule for observing National Motivation and Inspiration Day on December 18, 2001. The holiday falls on January 2. Its purpose was to inspire people after September 11, 2001. However, Kevin L. McCrudden, a motivational and leadership speaker, came up with the idea, in part, to motivate individuals to establish goals and make a plan.
Research from the West Virginia Department of Tourism notes that “almost half of Americans who make New Year’s resolutions have recently failed to accomplish them.” Support your audience by providing templates and reflection tip sheets for download. As a bonus, enter all names into your New Year’s contest.
6. Get to Know Your Customers Day New Year Giveaway Ideas
January 20 is the first Get to Know Your Customers Day in 2022. It happens four times a year on the third Thursday of January, April, July, and October. Giveaways and sweepstakes are great ways to show customer appreciation. Also, consider polling your social media audience or asking for their opinion on a new product idea.
7. UGC & Staff Stories Help People Relate to Your Brand
A flashy video with perfectly dressed models touting the benefits of your company or products has its place in marketing. But people aren’t searching YouTube for advertisements. They want to see real people using your services to solve problems.
Consumers also want to know who is behind your company, from the CEO to your sales team. Multi-media storytelling can convey your benefits without directly pointing them out. And when you tag your users in a post, you can extend your social reach.
Along with hosting UGC contests, consider sharing staff and customer resolutions on social media. And if your brand can help them achieve their goals, share that too!
Use Giveaway Ideas to Improve Customer Relationships
Building trust is a top priority for brands. As such, every marketing tactic should convey your brand’s value, quality, and trustworthiness. Poll your audience and find out what they what to accomplish this year. Then design a marketing campaign with a giveaway that gets your message across.