So how else does sponsoring a contest benefit your branding efforts and provide you with virtually free publicity? The exposure doesn't stop when the contest winner is chosen and notified that their prize is on the way. If the contest is set up properly, both you and the e-news provider can keep going.
Building on our original example of your brand new book, let's consider these windows of opportunity for your product and name to be seen:
- The winners are announced in the next edition of the provider's e-news (again, ask for this; you want the maximum exposure).
- The announcement is posted on the provider's website or mentioned in a blog entry (ditto about exposure here, folks).
- The winners are posted in archived editions of the e-news, where future visitors to the provider's site will see that the contest period is closed, but your description is so stirring they'll pop by your site to find out more anyway.
All these mentions are not even beginning to touch on the opportunities you can create by posting announcements on your own business blog, website, e-newsletters, press releases, and other marketing literature. Again, those items will be forwarded, linked to, or mentioned in person by folks who find the contest of interest. There's also the fact that some publications or websites will post comments from contest winners who write in how thrilled they were about an item they received. Even better yet!
Keep good records about such promotional efforts and ask your tax preparer about them. The cost of the products you supply as contest prizes is most likely going to be a write-off. By using inventory in such a manner, you can reduce the amount of cold hard cash going out and build your brand exposure all at once.
Melonie, two quick links to contest-related material on our network:
1. Tim Stay held a "worst customer service call" contest in November and December, and gave an iPod to the winner. I think it helped his traffic somewhat, but the best benefit was probably the fun and the variety that it added to Call Center Script.
2. I've written before about contests and award programs held at other blogs (see my post on whether blogging awards are good or evil).
Certainly there can be drawbacks to contests, but overall if you do them carefully, they can be quite effective in generating buzz and providing some good fun for your visitors.
Posted by: Easton Ellsworth | January 31, 2006 8:50 AM | Permalink to Comment