Contests are frequently inserted into marketing programs to reach and engage with consumers. If done right and within strategy, brands just might increase their social media followings, build loyalty among existing and new customers, drive sales and much more. There are many reasons contests should be part of your marketing strategy; however, with the flood of so many brands using the tactic, how does your campaign standout?

Here are five practical tips to make contests work for you.

Identify goals. Before you set out to host a contest, identify the objectives or it will be difficult to evaluate success in the end. Are you looking to engage with as many people as possible? Are you looking for quality entries/content? Are you looking for media impressions? Some contests (i.e., video contests) can result in creative entries and create a high level of engagement with consumers; however, the number of entries may be minimal in comparison to other contests with low barriers to entry. If you’re looking to secure impressions, explore ways to generate multiple waves of publicity and consumer engagement throughout the contest.

Make the contest call to action relevant to the brand personality, as well as your core audience. Before you set out to launch a contest, take the time to finesse the call to action. Determine the type of responses you want to get back from consumers and if the ask is brand appropriate. Successful contests usually ingrain the brand essence into the contest call to action, thereby ensuring entries are on-brand and target your core audience.

Content is key. Take a step back and determine how you want to leverage the content created by consumer entries. Do you want entries to go viral? Do you want them to be humorous? Do you want to pitch to media? Answering these questions will help frame how to structure the contest entry, judging and winner announcement process.

Offer a unique prize package. Everyone enjoys a free gift. Explore a prize that has an emotional impact (e.g., paying for someone’s college tuition or enhancing a community destination) or a one-of-a-kind prize and/or large monetary award. A compelling prize can certainly incent more consumers to enter and participate in a contest. It may even make your story more newsworthy to the media you’re pitching.

Think long term. Think about how the contest could play out or evolve in the next year or the year after. There’s a lot of equity in building on an ownable brand idea; however, look for ways to refresh program elements to keep the program feeling new. Also, continue to leverage and communicate with the consumer base acquired through the contest. Sustaining the momentum of the contest energy to create lifelong brand ambassadors is invaluable.

--Amelia Ott, Account Supervisor, @amott

Comments

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January 5, 2012 4:32 PM I think that contests could be a very powerful tool to add to your marketing plan. Do plenty of research in your industry to see what has worked with your competitors. I would also make sure that you marketing plan consisted of several ways to notify your followers or customers of the contest. Consider tweeting, email marketing, posting on your companie's facebook wall, and text messaging. If your contest is properly planned and executed, it should be a success. Make sure to measure your results so that you can learn what to do better the next time you market a contest.

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