Building trust with a fair till slip campaign

In FMCG, trust is one of the few assets that compounds. It becomes loyalty, repeat purchase and people telling a friend. A till slip campaign spends that trust or adds to it, depending on whether the process feels fair.

Why the process has to be clean

These campaigns ask people to buy, send the slip, and take a chance on a prize. They work when the chance feels real. If a fraudulent entry is waved through, or the rules are applied one way on Monday and another on Friday, trust drops. The damage is not limited to this promotion. It sticks to the brand.

What a bad entry looks like

• Duplicates. The same till slip, sent again, to buy another chance.
• Fabricated slips. A fake, or a real slip doctored in an image editor.
• The wrong purchase. A slip that never had the products, or never met the condition.

Accept those and genuine entrants feel cheated. The data also becomes useless, so the ROI story you tell afterwards is a story about the wrong people.

What keeps it fair

• Validate every slip. Smartslip.ai uses the check to accept a genuine entry with the right products and to hold the rest. Not every altered image is found, which is why a suspicious photo is looked at before a prize goes out.
• Publish the rules and keep them. Products, how to enter, and how a winner is chosen. The same rules on the first day and the last.
• Balance the prizes. Smaller instant wins, and larger prizes that get a second look. Less reason to cheat, still a reason to enter.
• Listen. If people say the draw felt unfair, answer them in the open. Silence is what confirms the suspicion.

Brazen Labs built Smartslip.ai so a brand can run the promotion and still defend it. The same account of the limits is in the trust centre.

To plan one, email andrew@brazenlabs.co.za. The short version of how these campaigns work is in till slip campaigns explained.