Promo toolkit: The right way to run a contest

And the winner is…

As all of us grapple with the brand new enterprise panorama set forth by the pandemic, your model might use all the eye it will probably get. Many customers are anxious, cash-strapped, and determined for a ray of sunshine within the gloom, which is why a social media competitors might lighten the temper on each ends.  Should you’ve ever puzzled how one can run a contest on social media, now’s the time to roll up your sleeves and dive in.

Working a contest is one thing you are able to do straight away to create buzz for your online business and generate optimistic engagement out of your clients.

When somebody believes they may win a contest, there’s a psychological impact that generates heat and fuzzy emotions. These emotions carry positivity to your model, together with a lift in natural promotion — particularly since all winners love sharing the excellent news with family and friends.

Carried out with empathy and authenticity, a contest might come throughout as a beneficiant gesture when your model offers one thing away. It provides a renewed sense of human connection along with your clients in a manner that the pandemic can’t intervene with. Competitions will all the time be helpful for model visibility and new leads or gross sales, however they’re additionally an expression of giving again.

Why working a contest is necessary

A contest is a superb brand-building alternative that brings your services or products into the highlight – particularly if it’s the prize in query. You’ll be able to put it into the palms of latest customers and make them really feel particular on the identical time. In case your model is new, launching a contest can even assist fast-track consciousness and make your product immediately fascinating.‍ Example of competition giveaway graphic featuring handbag in background

Manufacturers typically create competitions within the type of:

  • Contests
  • Fortunate attracts
  • Giveaways

These sorts of competitions make us take note of what a model is providing by involving it within the competitors mechanism. With a worthwhile prize at stake, audiences are usually extra liable to:

  • Utilizing your product
  • Researching the way it works
  • Selling and sharing it with family and friends
  • Innovating your product even additional

Leveraging these efforts can, in flip, lead to a great deal of participating content material. It might additionally result in helpful shopper insights, together with elevated model consciousness.

The right way to run a contest with out dropping cash

Giving a prize away isn’t only a random act of kindness. Nicely, after all, it could possibly be, however your online business ought to ideally profit in return for what you’re providing.

Working a contest is a trade-off, and it’s a fragile steadiness to strike.


Gaining or participating clients is all the time going to value some advertising {dollars}. It’s worthwhile to know the price quantity when weighing up how beneficiant you might be. An costly prize will flip extra heads in your route, however it might rely as a loss for you.

If the quantity of customers getting into the brink from “likelihood taker” to “new buyer” is lower than anticipated, this might have an effect on your backside line.

Do the maths and make it rely. Ensure that to fire up some huge model power when you have the additional consideration.

Example of competition giveaway graphic for salon with tropical theme

Getting observed

A fascinating prize is the muse of an incredible competitors, however it’s also possible to ramp up the desirability with a surprising design. A great social graphic could make folks cease scrolling and begin studying.

Present your customers what they stand to win in its absolute best gentle.


Impactful photographs are probably the most direct path to the “should enter now!” a part of the mind.

Competitions have phrases of engagement, which require us to (within the phrases of Vanilla Ice) “cease, collaborate, and hear.” Drawing people in to see what’s concerned, and deciding whether or not or to not give it a go, is your first problem. And that requires studying. Ugh!


Design and typography are your largest associates right here. Preserve issues as uncluttered as potential to maintain your viewers’s eyes on the prize. Clear, daring sans-serifs are nice for impression and legibility. You don’t all the time have to stay along with your model’s common typeface – draw consideration to one thing out of the abnormal. Take into account including a BIG BOLD show font to your model’s assortment, particularly for promotions.

Example of beauty and apparel giveaway graphic 

The advertising calendar

As with all promotions, it’s sensible to seek the advice of the advertising calendar if you’re planning a contest. Tapping into the prevailing temper and time of 12 months makes your competitors appear related. Search for one thing that’s occurring proper now.

Seasonality also needs to information your prize. Should you’re giving one thing away, attempt to provide instantly helpful prizes. For instance, giving freely baking merchandise throughout the holidays are extra interesting than giving freely live performance tickets in colder climate.

Graphic depicting different calendar months 

Particular days on the calendar can even thematically tie up your competitors. Ensure that to gear it in direction of a related viewers like:

  • An Xbox on Nationwide Video Recreation Day
  • Tickets to the World Cup Remaining
  • A designer gown throughout Style Week
  • A visit to Eire for St. Patrick’s Day

Take exact purpose and incentivize the gang almost definitely to enroll, with the factor they need most.

Your personal particular days are additionally a very good excuse to be beneficiant. Have a good time your online business birthday or necessary milestones by sharing the love along with your viewers. In style milestones to think about embrace:

  • Variety of followers
  • Product launches
  • Successful an award

Competition graphic celebrating business birthday 

Key techniques to strive‍

These are just a few variants of the competitors you would possibly wish to strive when constructing your individual model or small enterprise. Under we’ll overview a number of the key techniques you possibly can take into account implementing straight away.

Like and remark to win

That is just like the plain white t-shirt of competitions. It takes seconds to become involved, will increase your probabilities of getting loads of takers, and helps spike your social engagement. However it’s a really fleeting and generic engagement.

Many customers are prone to neglect all about it as quickly as the following fairly factor pops up on their feed. Should you’re inviting feedback, use them as market analysis and take into account asking questions like:

  • What’s your favourite factor about us?
  • The place would you want us to go subsequent?

Get to know your clients’ wants and wishes higher.

Two graphics with questions seeking customer feedback 

Vote to win

A variant of the “Like and Remark” strategy is the “Vote to Win” methodology. That is one other secret weapon that market researchers use to be taught extra about their target market. For instance, market researchers within the pet trade would possibly ask their fanbase if they’re extra into canine or cats.

It’s additionally tremendous helpful if you’re confronted with a big product or technique choice on your model. Invite your clients to vote for issues they’d prefer to see extra of. This might embrace:

  • Design choices: Ought to we go along with lilac or peach for our product?
  • Geographical enter: Would you prefer to see our subsequent pop-up even in Portugal or Greece?
  • Brand recommendation: Will the owl or the one with the raven be higher?

Let the knowledge of the gang resolve and reward them accordingly.

A graphic encouraging users to vote for upcoming promo ideas

Follower milestones

Like we mentioned earlier, competitions can typically be an act of kindness. Giving one thing away to your followers and supporters if you hit 100, 1000, or 1000000 followers is a cool factor to do.

It reveals your gratitude and generosity towards your fanbase. You may even tie it into any of the opposite techniques we’ve mentioned earlier.

Alternatively, you would simply take a second to acknowledge the oldsters who’re serving to you make your dream come true. There’s nothing improper with a lil’ humblebrag to let the world know you’re shifting on up.

Two graphics thanking fans for their engagement

Shock a follower

In case your followers know they stand an opportunity to randomly win one thing each day, week, or month (only for being in your prolonged squad), they’re possible to enroll and dangle round. And, once they win, you can also make anyone’s day.

You’ll must sift via contest-tourists to seek out your true tribe although. However in case you can afford an everyday giveaway, you’ll preserve a continuing power in your feed.‍

A graphic that celebrates the winner of a competition

Create to win

If your viewers has artistic inclinations, use this to your benefit. Encourage them to create content material for you and construct your model consciousness within the course of. You need to use this as a lens to view your product within the palms of actual folks and in the actual world. Person-generated content material is usually a goldmine on your model as a result of it’s:

  • Genuine
  • Partaking
  • Related

Competitions like these additionally appeal to extra curiosity, for the reason that winner is determined extra on benefit than luck. The barrier to entry is slightly larger, however the helpful collateral somebody stands to achieve is effectively price a giant, shiny prize.‍

A graphic for a jewelry store encouraging users to share photos of themselves

Outsource concepts‍

The regulation of averages dictates that there’ll all the time be just a few geniuses amongst your viewers. A purple sizzling prize is an effective solution to acknowledge and draw them out. Relying in your trade, the next examples might help provide you with an concept of how one can get them . Invite them to take part in issues like:

  • Creating a brand new emblem redesign
  • Including perception to a brand new recipe you’d prefer to develop
  • Making artwork for the duvet on your new album

Strive concentrating on followers with helpful skills and insights, then reward them handsomely. Make a fuss over the winner by interviewing them in your weblog or nudging your followers in direction of their different work. Individuals thrive on recognition – which could possibly be thought of a part of the prize.

A graphic encouraging users to share their favorite recipe


Competitions require all of your geese to be in a really neat row earlier than asserting it to the world. You’ll wish to be certain to pre-empt something earlier than you go dwell. Do that by ensuring you’ve bought the necessities in place. The guidelines under will assist you to safeguard your bases.

The prize‍

The central character on this story is the grand prize. You may embrace just a few tiered prizes or ten an identical ones. Simply be certain we all know precisely what’s up for grabs. ‍

The mechanism‍

The very last thing you need is to be spending half your day tending to a torrent of questions. Make the entry mechanism and the competition standards unmissable. Purpose for being crystal clear by asking your self how the winner will likely be determined upfront. This could possibly be decided by:

  • A vote
  • An government choice
  • A draw

Whichever route you resolve to go along with, it’s all essential stuff that impacts your viewers’s choice to enter.‍


As soon as the winner is chosen, how are you going to get the prize delivered to them and when? Ensure you know this and talk it upfront. A disgruntled winner is the simplest manner for a contest to backfire.‍

Measuring success‍

An necessary query to ask your self is: What are you buying and selling the prize for? You must ideally have some solution to measure this by referencing information that determines in case your competitors ended up being a win on your model. Labored even higher than anticipated? Nice! Now, how will you make it greater subsequent 12 months? ‍

Phrases and circumstances‍

Competitions carry feelings into play and you have to handle these. Everybody needs to win and typically folks change into determined over it as a result of it’s necessary to them. One of the simplest ways to mitigate in opposition to a peeved buyer is to be honest and clear from the get-go.‍

Unmissable social media posts‍

Uptake is a product of hype and hype is a product of preparation. So, set a while apart to design some banging graphics. Use these to usher in as many individuals as potential to your competitors. You’ll be amazed at how a vibrant design can sub-consciously dial up the joy. Make it stand out by downloading the GoDaddy Studio app and creating your masterpiece on the go.

All photographs inside this submit can be found as editable templates in GoDaddy Studio.

Picture by: Ekaterina Shevchenko on Unsplash

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