Online Marketing With A Little Friendly Competition

thinkstockphotos-97430242Sometimes it takes a little friendly competition to get your customers engaged. That’s why it’s so common to see freebies, giveaways, and contests posted online and in retail stores. The trick, of course, is finding a contest that your customers are interested in winning. You know your customers best. Selecting a contest to run can be fun for everyone, especially if you can find a way to get your employees excited, too.

Did You Know?

  • New campaigns acquire a 34% audience increase on average
  • One-third of contest entrants sign up to receive email updates from brands and partners
  • Running a mobile contest increases the number of entrants by eight times
  • Statistically, the best duration for a contest campaign is 25-60 days

Contest Ideas

One of the funniest and most entertaining ideas is to host a video contest. People are mad about videos these days, and they love to share them on Facebook and other social media sites. According to Social Media Examiner, one such contest by the snack company Doritos brought an immense return. The contest is called “Crash the Super Bowl” and asks customers to create commercials for their chips. Can you just imagine how much fun customers have creating these commercials? Let’s not even begin to discuss the fun of sharing the commercials on Facebook. So while your company may not be as big or popular as Doritos, you can see how this idea can go viral quickly.

Dunkin’ Donuts uses contests to tell customer stories on Twitter. They asked their customers to post how their coffee fits into their day. As you can imagine, many customers came back with responses to this request. Winners starred in their own Dunkin’ Donuts commercial, and these videos were shared on YouTube and Twitter.

Low-Tech Contests

Not all contests need to include high-tech prizes or competitions such as videos. You can ask your followers to compete in Throw Back Thursday competitions with snapshots of them using your products in a funny way or just sending in ideas for how they use your product or service. The goal is engaging as many current and potential customers in your brand, and just plain having fun. If the contest is easy to participate in and offers a prize that fits your niche audience, then you will get a better return. This method of building an audience and cementing relationships with your customers is a proven success. People just want to have fun, and they are busy and stressed. An excuse to join an engaging contest will get them excited.

Kissmetrics offers several ideas that you can adapt to your company to introduce giveaways and contests to your audience. They offer suggestions on how to set up the contest, and how to optimize it and promote it online. Part of the success of a contest is that it can result in user-generated content that you can use during and after the contest to promote your products and brand. Everyone wins because it is fun, engages your audience, and you can get increased traffic and sales as well as new, original content.

Contests are particularly useful during the stressful holiday season when everyone is shopping and spending money. You can offer free products to customers who win, or gift cards that they can use for holiday gifts.

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New Lessons from Seventh Grade Physics

The seventh grade physics class sat in their classroom eagerly listening to their teacher explain their next project. The class would be divided into 5 groups of 5 students. Each group would have three class sessions to design and test a small rolling car. They would all be given a variety of materials to use to design this car. After spending three days on design, there would be a competition to see whose car would roll the farthest. The winner would be automatically granted an A on a quiz that would be administered on the Friday after the competition.

A chance to get an automatic A on a quiz? That was quite the incentive. The class eagerly organized themselves into their groups and began discussing possible car designs. They called upon all the teacher had already taught them about physics and began running formulas to find the perfect intersection of weight and size.

Meanwhile, the teacher looked around the classroom contently. Getting the class fully engaged and interested was always a challenge. This competition had brought everyone to life, however, and the entire class seemed to be actively using the material taught to help their teams. This was definitely an outstanding way to engage the class.

What can we learn from this class?

Like the students in this class, most of us enjoy a little friendly competition. When we desire the reward, we become much more interested in the subject matter at hand. The same principles apply to marketing and branding. Customers love competition, and it can be an excellent way to keep people engaged with your brand.

Competitions can be used in a variety of circumstances.

  • Before a product launch, to bring customers through the pre-launch activities
  • To build excitement for something new the company will be trying
  • To build engagement with existing products and services

Say you’re about to open a new store location. You could send out a series of direct mail flyers telling people about the store. You could then invite people to save each of the flyers for an opportunity to earn a free prize at the new store when they bring in all the flyers on opening day. This will encourage people to keep an eye out for your flyers and come to your opening day.

Competitions are also effective online. Consider holding competitions on your social media pages. Encourage people to submit stories of their experiences with your products and services for a chance to be entered in a drawing to win a prize or discount.

People enjoy competition as a way to win prizes, and companies love them as a means of engaging with potential customers. Just like the teacher of 7th grade physics class used a competition to get students interested in the subject, you can use competition to boost sales. Consider the different types of competitions and prizes that would fit with your brand, and see which ones would work best for your goals. If you’re interested in getting a new marketing campaign off the ground, give us a call at 847-768-2679. We’d be happy to help you get started.

Turn You Competitors’ Customers into YOUR Customers

Here are a few creative ways to help turn your competitors’ customers into your own:

  • Offer a comparison chart that focuses on reasons why customers should choose your product over the competition. For example, you may offer a standard five-year warranty, while your competitors may only offer a three-year warranty. Or perhaps they offer an extended five-year warranty option, but at an additional price.
  • Stay informed of what your competitors are doing, but avoid copying their ideas. Instead, add value and make their ideas even better. For example, if a competitor offers free shipping on purchases of $100+, you could provide free shipping on all purchases and possibly even returns.
  • Create a unique tagline or slogan that focuses on your key selling points, such as: “Hassle-Free Returns” or “Receive your lunch order within 30 minutes or it’s free.”
  • Add value to a comparable product through added services, such as longer support hours, free training, and live phone operators (no automated phone service).
  • Create a customer survey. Ask your audience how you can improve, what new offerings they wish you provided, what they like best about your company, and what areas they may find lacking. Their answers could easily point to ideas that will help you gain a competitive advantage.
  • Provide a risk-free trial to test your products or services before committing to a change.
  • Compare your guarantee to your competition. If your competitors don’t offer a guarantee, this is an extra reason to promote your guarantee heavily.
  • Compete with low-price competitors in creative ways. Offer exclusive discounts when items are purchased together as a package, or offer free or discounted add-on bonuses.
  • Romance your competitors’ customers. Show them the affection they may be missing from their current vendor, and let them know you’re willing to go the extra mile to win their business.
  • Even if prospects are happy with their current provider, be sure to continue your marketing efforts. Create front-of-mind awareness so you’re at the top of their list if they ever change their mind.