Why Marketers Run Contests

So, you’re a Marketer. You want to run contests.

Have you ever wondered what you are trying to accomplish with a contest? In a traditional sense, contests were expensive, time-consuming and a tremendous amount of work and money were required to run even the simplest contest.

As the Internet has developed, there are a brand of digital, boutique styled agencies that specialized in contests and sweepstakes. Contest Marketing firms provide services to advertising agencies, marketing firms and public relations firms for a variety of reasons.

The terms contest marketing and contest-marketing agency are now part of the marketing landscape. The terms are used by agencies and their clients when reviewing marketing tactics.

Marketers view contests as a great opportunity and a “Win Win”.

Consumers win with great prizes and opportunities. As well, consumers get the opportunity to learn about and test new products and naturally save money too in the form or coupons.

Marketers win in a variety of ways:

• Brand Awareness – nothing like a great contest or sweepstakes to get the word out
• Website Visits – brand interest creates website visits
• UGC – Contest can be a great tool to engage consumers and gather content
• Market Research – I prefer the word DATA, i.e., ask a few questions
• Favorable Brand Impression – nothing like a good offer to build brand
• Build Email Lists – a good contest will ensure your list is built and compliant (after all, they don’t want to miss that next contest)

To wrap it up, contests and sweepstakes properly done work for everyone. As they say, “everyone’s a winner”.  Consumers need to engage with brands, share with friends and if not? At least be brand loyal or at minimum try the marketers product.

Seems fair. A bit like winning.

Marketers, well, providing great value, and brand building opportunities to your consumers makes sense. Contests are a great way of rewarding consumes and introducing your product or brand to new consumers.

Bottom line – contest marketing finds you new customers. #winning

Michael Bickerton, Raven5 Ltd January 2015

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