GIVEAWAYS & COMPETITIONS
1. IDENTIFY YOUR GOALS
Identify your most important goals upfront, so when you plan and execute your giveaway or competition you can keep on track. Some examples are:
Greater foot traffic at your stand
Email addresses gathered for your mailing list
Social media stories shared
Generate website traffic
Is a giveaway or competition the best way to achieve this? If you're after future business, maybe a better approach is to target people who are already buying - include a discount voucher for their next purchase with their receipt.
Keep your goals realistic - if you aim too high, you may be setting yourself up for disappointment.
2. MATCH YOUR PRIZE TO YOUR BRAND
Pick a prize that is relevant to your broad audience. The prize is the incentive, but you should use that opportunity to talk about what that prize and your product or service have to do with each other.
One of your own products is always a good choice, but the prize could be anything that fits comfortably with your brand. If you sell gym memberships, do you think your audience would prefer new sports gear bag, or a free large pizza? Or how about giving away a phone or tablet preloaded with your company app?
3. IT'S NOT ABOUT THE SIZE OF THE PRIZE
A huge prize can be intimidating! Given the choice between entering the draw for a car, or entering the draw to win a book, the smaller prize will seem more achievable regardless of the actual entry pool.
Your prize also needs to be easy for people to fit into their life. Winning a new bathroom would be fantastic, but you've automatically excluded everybody who doesn't own their own home. Installing the bathroom will involve a lot of disturbance on the winner's part and possibly incur extra costs to them. So while it's a great prize, it could be too ambitious. What about bathroom accessories instead?
4. MAKE YOUR PRIZE UNIQUE
Is there something fun and exclusive that you can offer to people that nobody else can? If you make yoghurts, you could offer the chance to be a taste-tester for a new flavour being developed. Offer a behind-the-scenes experience, or the chance to meet and greet with an admired celebrity in your industry.
It's not the value of these prizes that makes them great - it's the fact that they are unique and exciting.
5. MAKE IT EASY TO ENTER
If you request a lot of personal information or ask people to jump through hoops to meet your entry criteria, people will simply move on. Expect weak participation if you put up too many barriers to entry!
Signup forms might be great from your perspective, but will the customers agree? They may not be familiar with your business, and you're asking them to commit to your newsletters and marketing.
6. MAKE ENTERING A GAME
Entering a competition doesn't have to mean filling in yet another boring form. Make it fun, and the number of entries will skyrocket!
Give people the chance to name something (your new mascot, or the latest kitchen collection) or suggest something (like a new flavour). They'll love the opportunity to be creative!
Technology can be a great way to intergrate fun into your competition, like a game or race where the highest points win.
'Create a caption' or 'fill in the blank' competitions are always popular and can produce some hilarious results.
Remember to keep it simple, if it's too involved or time-consuming then people will pass it by.
7. CELEBRATE YOUR WINNERS
After choosing winners, contact them promptly. Then tell the world! Announce the results on your website, blog and social media. Make sure you get the winners' permission if you're going to use their photo or their full name, and make a big deal out of it!
7 IDEAS FOR A SUCCESSFUL SHOW GIVEAWAY
Making something fun is the best way to get a result, and people love to walk away from a stand feeling like they've gained something.