Listen to this articleFounded in 2010, Easypromos has been providing marketers with the tools to easily engage and attract audiences through interactive promotions such as surveys, quizzes, contests, sweepstakes and loyalty programs. Easypromos proactively rolls out new contest features to keep their clients competitive on the market. Below is our interview with Brian McNeil, General Manager at Easypromos North America:
Q: Brian, who are the primary users of Easypromos and what are some of the key challenges you are helping them solve?
A: Primary users fall into 3 categories: Agencies, Brands and Small Business. Each has their own set of challenges we help them solve. However, the common themes include quick to launch digital campaigns with no need to deploy programming skills, robust features for a wide variety of campaigns they cannot create themselves within reasonable time, energy and budget.
Agencies and Brands benefit from our admin dashboard which is very helpful for their multi team member environment juggling more than 1 campaign. We’ve removed the bottlenecks existing in competitor platforms and added significant efficiency. Data collection and statistics reporting are also a big aspect of their campaigns for which our tool provides great insights and ongoing access to their data. They can also marry up our platform to other platforms they use via API and very soon we will launch integration with Zapier which means connection with thousands of apps.
Our agency and brand customers are always pleased at how easy our platform is to use, even though many possess the skill to use complicated admin panels it takes a significant load off their day when they get to our panel and don’t have hours of steps to perform. The same goes for small business owners who also wear many hats in their day. Our platform allows them to focus on developing marketing strategy without having to hire an expensive team or undergo training to execute it. Our customers also know us to be a company that doesn’t sit back but rather move with the trends. As fast as this digital space develops we are an innovator bringing them solutions they need now, not months from now.
Something that has previously caused a lot of trouble for brands was voting competitions where fraud was almost impossible to avoid. Easypromos put a stop to that problem by developing a world changing fraud index for voting which has put an almost complete stop to fraudulent behavior in contests with voting.
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Q: You’ve recently announced launch of your new product ‘Instagram Sweepstakes’; what are the main benefits for your users?
A: This tool is everything our company represents, first into the space with our own flare of innovation, going above and beyond for our customers needs. Just imagine running a contest on the most popular social network and not being able to properly monitor all of the people who comment on your post or if you can monitor them somehow, you have to spend a lot of manual human hours with the risk of making errors in selecting your winners in a transparent manner (in actual fact it is not transparent to the public at all)…
Keep in mind, contests have rules and contestants who feel gilted can cause problems for your company particularly when the prize value is lofty. Massive numbers of companies are doing just this and they are doing it because they have had no other way yet they know they need to be on Instagram. So we completely solved the above by automating monitoring of all comments overcoming an Instagram limitation via our software and adding a layer of transparency through our certificate of validation software and ability to instantly publish the winners list in a professional manner that includes an additional capability to automate claiming of the prizes. But it doesn’t stop there. We made it completely powerful for brands by adding in the capability to require entrants to tag friends, follow the brand’s Instagram profile or multiple profiles and include a hashtag in the comment. All that would be nearly impossible to monitor manually.
And lastly we provide a list of exclusion rules so the administrator can exclude previous winners, the users who don’t meet the requirements of mentions and follows, and they can also exclude users manually, for example employees or other people that should not participate. We are extremely excited about this tool in the hands of our customers.
Q: What geographic markets are you focusing on currently?
A: Our main business is in the Spanish speaking countries, here we have a dominance in the market as we fully support our Spanish speaking clients via Spanish support desk, documentation and our software from start to finish.
We equally provide support, marketing and documentation in English and do very well in English speaking markets including North America, Europe, Australia, New Zealand etc.
Our approach to multiple language promotions differentiates us from the rest of the industry. Right now we support more than 35 languages. So for example, you can create a video contest 100% in Arabic. We provide an interface that allows the users to upload all their creatives and written text in their own language and we go further providing tools to modify the default translation of the platform. This capability grants us the possibility to have clients in more than 80 countries and we have seen promotions both in Spanish and English as well as in Arabic, Turkish, Hungarian, Chinese and Japanese.
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Q: What are your plans for keeping Easypromos on the forefront of technology innovation?
A: Our plans when it comes to innovative technology consists of three main areas:
1. Focus the platform on efficient prize fulfillment management: One of the main characteristics of our platform is that there’s always an incentive. In every promotion there’s an exchange between the organizing brand and the user: The brand offers a prize in exchange for user data, or visibility created by the user etc. There’s always a prize. The added value that our clients see in Easypromos is our specialization in (1) Developing mechanisms for prize assignment, (2) Making the process of announcing and publishing the winners easy and (3) Providing tools to expedite the prize fulfillment management process.
2. Be flexible and fast in the implementation of mechanics that utilize the viral potential of the social networks: From the outset, social networks have been part of our DNA. Contests on social networks work. Brands always try to take advantage of any new capability the networks launch to make their marketing more efficient. We map our digital promotions capabilities to these new network capabilities.
3. Prioritize the reliability of the promotional actions: The factors of success for a promotional action can be various: from the prize, the participation process to the investment in ads and other ways of dissemination. But there’s another key factor: the technology behind the promotion must never fail. Our clients value Easypromos for our reliability and the guarantees we give with our technology. We always prioritize this aspect in our technological progress.
Q: What’s the achievement Easypromos is most proud of?
A: When we started this company it was uncharted territory, we took a concept, put it out there, could not have anticipated the growth and today we have a track record that speaks for itself in terms of meeting demand with a reliable, proven platform, rolling out ever evolving capabilities, significantly widening our features and functionality which continues to mean more and more sophistication, yet we have delivered it to the customer in an easy and friendly to use manner we feel is better than anyone on the planet. Big, international clients seem to think the same. Our talented team is proud to own this and it motivates us to continue on this path every day.
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