Devoted to small businesses and those who run them

This afternoon I was discussing branding and publicity with a colleague who is creating advertising packages for her company.  As we discussed the value of the packages she plans to offer, the thought occurred to me that too few small- and home-based business owners realize the opportunities for free (or virtually cost-free) advertising that are created by sponsoring contests.

Whether you offer products for sale or provide a service, sponsoring a contest might be one of the most cost-effective options you will come across.  For example, if you have a brand new book hot off the presses, offering copies to "five lucky winners" in a random drawing of a highly trafficked e-newsletter will provide you with brand exposure not once, but six or more times. 

How do I come up with six or more windows of opportunity?  Let's think this through:

1. Your contest is announced in the e-newsletter.  Readers view the contest information and sign up at your website or via the e-news provider.
2. Your contest is posted on the website of the e-news provider.  (Watch for this option...not everyone does it!  Get all the exposure you can!)
3. The e-news, including your contest offer, is forwarded by the readers to other friends, family and colleagues they believe will be interested.  Those folks sign up and forward, and the cycle goes on. (Viral marketing.)
4. The winner of the contest is selected and notified with the exciting news.  Folks are normally pretty excited when they win something...invariably they'll forward your email to their friends ("I can't believe I actually won something!  I didn't even remember entering!") or they'll blog about it ("I can't wait to get this...how fun!")

Want more windows?  Stay tuned!