Consumers have always loved the idea of contests, mostly because they're getting something free, but for a business it's a way to market their services or merchandise. Creating contests can help develop a customer database, and with the introduction of social media, it's a way for consumers to easily engage with their favorite brand. But do contests, especially social media contests, work?
Business owners provide some mixed feedback. While many recognize that contests increase the number of followers or likes for their business, some proprietors simply don't find social media contests useful. This made us question, are they conducting these contest the right way?
Expectations may be too high, and when the owners don't see the results they were hoping for, they simply deem the contest concept a failure. Be realistic and set goals which are reasonable for your business and your consumers. Contests help give your followers a reason to interact with the business and each other. As a business owner, try to focus more on your customer interaction, and less on the amount of Likes or Followers you're obtaining.
Social Media is an investment of your time and money, including the cost of the prize, and if you've paid money for a third party to run the contest, this cost can be overwhelming. Having to invest in both areas can set you up to create unrealistic goals.
I'm sure you're asking, "How can I ensure my contest is successful?" Well that's what we're here to answer.
1. Ask yourself, "Do I really need to run a contest?".
If you're a B2B company, running a contest won't really help you gain new clients. It makes more sense if your business sells directly to a consumer. Look at your goals, and if they can be accomplished in a more efficient or reliable way, take that route.
2. Set Realistic Expectations.
Make sure you set goals for the contest by asking the following: What do you want to achieve? Are you running this contest to bring awareness to your brand? Are you going to highlight a product or service that you provide? Do just want to increase Likes or Followers? Do you want to obtain feedback about your company? Be specific with your questions.
3. Match Your Fan.
Think about your business; if you're a clothing store, will conducting a photo contest work best? Maybe you could ask a question about a product. For example, recently Goorin Bros Hat Company ran a Free Hat Fridays contest. They posted a picture of their merchandise and asked followers "What would you wear with this hat?" They engaged consumers and randomly picked a winner from the 200+ comments.
4. Less Is More.
Remember to keep it simple. If your consumers have to fill out several pages just to win one prize, they'll abandon the idea, and you'll be left with few entries. Only ask for the information you absolutely need.
5. Pick a Perfect Prize.
Remember to ensure your prize shows off what your business provides. And make sure your giveaway reflects what your participants need to make an entry. If you own a camera store, and you're giving away a new state-of-the-art camera, have your participants post a picture they have taken.
6. Shout It from a Mountain Top.
Don't limit your contest to just Facebook or Twitter - let the world know! Include it in your email newsletters, on your webpage, and if you have a physical location, tell your shoppers. Make it a part of your marketing strategy. If you are going to run a print ad, save some room for the contest information.
7. Learn from It.
Once your contest is over, make sure you follow up. You've collected information to help you market to shoppers who showed an interest in your business. Keep them engaged. Let them know you heard their feedback. They'll appreciate knowing their comments made a difference, and they'll understand how important they are to you.
Last but not least...
8. Follow the Rules.
Social Media sites, especially Facebook, have rules and policies for running these contests. They have a list of do's and don'ts. For instance, Facebook regulations require that you notify winners via email, snail mail, phone call, or singing telegram before you congratulate them publicly on Facebook. They also ask that you state Facebook is not sponsoring the contest. We can list these forever, so let's make it easier - check out Facebook's Pages Terms.