Strategies for Capitalizing on Traffic and Growth: Gamification, Social Engagement and Email Acquisition
Introduction
I recently attended Cosmoprof in Bologna and observed innovative strategies brands employed to engage audiences. Three primary tactics stood out: email acquisition, Instagram follower enhancement, and brand awareness building.
Email Capture
Email collection emerged as a critical strategy for maximizing event ROI. Several beauty brands implemented quiz and survey mechanisms to gather contact information while simultaneously learning about customer preferences.
Rica Hair offered a survey addressing participant hair concerns and recommending products accordingly. This approach built substantial email databases while gathering preference data. However, the quiz's Italian-only language limitation potentially restricted international engagement.
Davines employed personalized surveys collecting information about customer hair needs, visitor interests, and language preferences. This enabled precise audience segmentation. The brand complemented surveys with customized product samples, enhancing the consumer experience.
Anaplais from Greece introduced a claw machine game where email submission served as entry. Winners received product prizes, effectively combining engagement with data collection while strengthening brand connection.
Gamification Brand Awareness
Geske and Olaplex utilized spin wheels offering prizes and substantial branded materials. Though less focused on email collection, these tactics generated significant brand visibility through interactive experiences and elevated product presentation.
The Humble Company from Sweden showcased sustainability commitments through ring-toss and spin-wheel games without requiring email or social media follow-ups, prioritizing memorable brand experiences over data collection.
Social Engagement
Annabella Mineral, a Polish cosmetics brand, required Instagram follows and post likes in exchange for product samples. This strategy effectively expanded their follower base while boosting algorithmic visibility.
Conclusion
Effective event engagement combines creative tactics—from email acquisition to gamification—fostering meaningful brand interactions that extend beyond the physical event itself.
