2. Psychological barriers
Psychological Barriers to Arranging Giveaways
Many brow artists perceive giveaways and competitions as devaluing their brand, signaling desperation, or risking the loss of potential customers. It's crucial to delve into these concerns, often rooted in psychological barriers rather than actual problems. The digital marketing team at Powderbrows.com Research Center (powderbrows.io) surveyed 2,250 customers and potential clients of brow artists from Europe, the UK, and the US who had participated in giveaways.
Fear of Brand Depreciation
One prevalent concern is that offering free services diminishes their value, affecting the artist's or brand's perceived worth. However, this belief may not be entirely accurate. The social marketing team at Powderbrows.io, having participated in numerous giveaway campaigns, found no evidence suggesting that clients perceive a lower value of a brand or artist if the giveaway is well-organized. Properly conducted giveaways can actually increase brand awareness.
Fear of Losing Customers Who Would Have Bought Anyway
In collaboration with the team at Powderbrows.io, we surveyed over 2,250 customers who participated in giveaway promotional campaigns. The survey revealed that 63% of potential customers considering getting brows from the artist and participating in the giveaway stated they would delay booking their appointment if the wait time were 20 days or less. However, among clients who had already scheduled an appointment, fewer than 4% considered postponing their appointment to see if they won the giveaway. This suggests that the fear of losing potential customers is largely unfounded.
Fear of Looking Needy or Desperate
This fear is not entirely baseless, particularly if the campaign is poorly organized. Specifically, if a giveaway mentions discounts, it's generally perceived negatively. Combining a giveaway with a discount offer can lead to more than 76% of existing and potential customers associating the artist with a need for more business. While this doesn't necessarily deter those customers from choosing that artist, it can indeed create a perception of desperation. Thus, it's crucial for artists to carefully plan and execute their giveaway campaigns to avoid these psychological barriers and potential pitfalls.
Thus, it can be concluded that these fears are not well-founded overall. In marketing, poor execution can almost always work against the artist's brand, and giveaways are no exception. However, they can effectively promote the brand and attract attention when correctly executed and spaced appropriately. As many artists have acknowledged, avoiding it is rarely a benefit if faced with a decision between organizing a giveaway or not. Properly managed giveaways can be a valuable tool for enhancing brand visibility and engagement.’