21 Apr Online Giveaway Strategy to Encourage Engagement
A lot of companies want to utilize social media by hosting an online giveaway. These contests offer varying prizes for, usually, different types of activity on the company’s social media pages. Whether it’s liking a Facebook post, retweeting on Twitter, or using an Instagram hashtag, businesses try everything to hold a successful giveaway. Unfortunately, though, not all of them get it right…
Make Sure You Know Your Goal
“The last thing you want to do is create an online giveaway that sucks. This can end up detracting from your brand.” That is, if your giveaway appears shoddy, cheap, and not well-thought out, then your brand might seem similarly thoughtless. You don’t want that, of course, so figuring out how to run a solid online giveaway is the next logical step to avoiding that perception.
One of the biggest considerations before you really get into the details of the contest is what your goal is. After all, you’re doing this contest for a reason, and it isn’t just to make your followers happy. No, there has to be a business-centric focus, some kind of result that you hope to achieve for your company by the end of the giveaway. For example, if you’re trying to gather more e-mail subscribers, then you might require that entrants sign up for your mailing list in order to qualify for the giveaway. Or, if your focus is social media, then you might require them to follow you on Facebook, like a post, and comment on it. Just make sure you have your goal clearly in mind throughout the process!
Is the Prize Worth the Online Giveaway Process?
Next, of course, your online giveaway has to have some kind of prize, or reward, that is desirable. Not only that, but it also has to be relevant to your company; without any kind of connection, the gift will not serve to solidify your brand in any way. As an example: if you run a bakery but offer an iPad as a prize instead of, say, a month’s worth of cupcakes, then there is a serious disconnect. Why is this so crucial? “If you’re gathering email addresses as part of the online giveaway, you want to ensure you’re getting people who represent your demographic.” You want people who are interested in you for your cupcakes, not who signed up just for the iPad.
Now that you’re got the prize chosen, you should be careful that the contest process itself isn’t more trouble than that prize is worth. If you present them with a very long and involved survey, for example, but their only reward is a minimal chance to win a small gift card, then they won’t likely fill out the survey. The more time and effort it takes for them to enter your contest, the better the reward should be, especially if there is only a slim chance that they’ll win anything at all.
If you’re unsure about how great your prize is after all, consider bundling. “Even if you offer three gifts that combined are worth less than a single gift, the perception would still be that the three gifts are of a higher value (even if they’re not).” This is because most people unconsciously think of multiple items as having more value than a single item whether that is the truth or not. Think of a child opening presents on Christmas. They’ll probably be more excited about three average-priced items over a single, expensive item. The same concept is true of your contest entrants!
There are a lot of considerations that ought to go into your development of an online giveaway for your company. Do thorough research beforehand so that you can say you’ve hammered out the details before you get started. To get help with putting together a successful internet contest, whether on social media or otherwise, get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.