Business Contest 101 : How to market your contest?
Here are some great pointers to get you started in running your own contest.
1. Promote the contest in your retail store, website and other company materials
- let customers, visitors and employees know that you are running a contest
2. Display the prize prominently with price value
- to ensure participants know what they will win, let them know the value of the prizes, eg. Win a (what) brand new car worth US$25,000.
- even if it’s your own products, you should always put a price value to it. Rather than say, win 2 years supply of my products, say win 2 years of fashionable (brand) women’s clothes worth US$18,888
- have you seen shopping malls that stack up huge gifts in an interesting display, that people would just venture over, and try to find out what the contest is all about. Once they’ve seen the item that they can win, participants have a stronger desire to take part.
3. Make it easy for customers to submit their forms / participate
- if customers wanted to register for the contest, can they do so immediately while making their purchase? Setup a contest booth in your store to promote and allow customers to just drop their contest forms there too.
- if using website, make sure that the form can be submitted online directly and these info can be stored in your online database (hosting account), reducing your manual work of contest forms data entry.
4. Deadline for announcement of winners or Prize Giving
- if you are going to run a contest, are you going to do a Grand Prize wining draw or announcement towards the end of the contest?
- i’ve seen contests where the prizes were given as and when the participants completed certain tasks. However, there was one problem, half way through the contest, all the great gifts were already given out!
- a few years back, i remembered a Malaysian radio station that was heavily promoting their website contest whereby visitors need to hunt for certain icons located all throughout their website. Visitors were busy registering and surfing through all the website sections, hoping to gain more points. When you reached a number of points, then you can use to redeem gifts like movie tickets. However towards the middle of the contest, most of the low-points gifts were all redeemed, thus leaving big huge ticket items unclaimed.
Participants were furious at the end of session for spending so much time but at the end of the day, couldn’t even exchange for any gifts (even though they had reached the no. of points for redemption).
The contest is to allow the company to extend its branding and promote interactivity with the customers, so do ensure that they have a great experience while participating.
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