Everyone wants to be a winner. The most effective contest promotions give away great prizes, but they also give entrants real drive and real hope of winning, while opening a gateway revealing more customers. A contest can deliver immediate buzz, but the lasting end result can be profitable customer relationships. So, if you’re thinking of running a contest as part of your marketing campaign – i.e., free tanning for a month, or giving away a prize such as an iPhone – read up on the dos and don’ts right here.
Targeting Goals, Audience
To start, clarify your main goals. Are you seeking demographic data? Do you want to generate a groundswell of traffic to your Web site? Do you want to ramp up your social media participation and get more friends or followers?
There are a number of key factors for optimized contest marketing. One key is successful promotion of the contest itself. Pinpoint your contest audience. In addition to social media and your Web site, the contest can be promoted to a core audience beyond your salon, such as other service-minded businesses (perhaps a nearby hair or nail salon or physical trainer). A publicity push can also bring the contest to the attention of influential media and blogs that will further spread the word to prospects.
Picking Prizes
Another important factor: the right prizes. After all, prizes are what make the contest worth entering! Cash and prizes of substantial monetary valuable are attractive, but all tangible prizes need to hold intrinsic value by prospective entrants. For example, it’s not a good idea to give away a year of steaks to an audience that’s half vegetarian. On the flipside, a tanning salon owner can award something of significant cash value, such as a long-term tanning package. Out-of-the-box prize thinking is effective, too. Do your pride yourself on speedy service? Give away tickets to a NASCAR race.
Spreading the Word
Word of mouth can really heat things up. People with common interests want to share them, especially if there’s a sentiment of “I can win this” or “My entry is going to be out of this world.” Friendly competition can heighten contest awareness. The social media triumvirate of Facebook, YouTube and Twitter can build buzz about your contest. When there’s media coverage of a contest, sites such as Digg can also fuel interest.
Even the contest marketing budgets of smaller businesses can harness “star” power, whether for prizes or judging. Former high-profile athletes are consistently popular, or a local celebrity chef could be enticed to prepare a private prize meal, earning reciprocal publicity.
Just as important, contest parameters and rules should invest deeply in the interest and passion of the target audience. With the right focus, a strategically-developed contest can be a win/win for the marketer.
For more information on contest marketing, contact Walt Denny Inc. at 630.323.0555; e-mail walt@waltdenny.com; or visit www.waltdenny.com. Follow and fan the company on Facebook for more Internet public relations, advertising and social media insights at facebook.com/waltdennyinc or on Twitter at twitter.com/waltdennyinc.
Since its founding in 1989, Walt Denny Inc., a full-service public relations and advertising agency, has been The Home Products Agency, working with a national client base and building each organization’s positive brand awareness through bold results and individualized strategies. Client experience includes industry-leading organizations such as Whirlpool, KitchenAid, HomeCrest Cabinetry, Royal Outdoor Products, The Tapco Group, Johnson Hardware, Amerock, a division of Newell-Rubbermaid and Leaders Bank.
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