“Enter to Win.” That phrase is alluring for certain and a proven way to generate traffic. The truth is, contests present a benefit and a challenge for any marketer trying to build connections to consumers. I recently came across this subject in a MarketingProfs article discussing the reality that contests are a massive attraction to consumers who are eager to provide permission and personal information in exchange for an opportunity to win something.
While the research company’s findings are interesting, and no marketer could really argue the power contests have had in generating traffic and building their databases, I think even the best marketers face a very real challenge on the backend of a contest conclusion. You now have 5,000, 10,000 or maybe even 25,000 new contacts who liked you when you were giving something away, but now what? How do you stop the bleed 3 months later when those contacts start dropping like flies because you are not offering them something they value?
Going into a contest, sweepstakes or similar customer attraction tactic, it is important to include in your plan a post-contest retention strategy. Consumers may have found you because they Googled “grocery giveaway” to play the odds anywhere they could, but maybe you can still offer something of value and it’s your job to keep them interested. Whether with tools such as email, your social media platforms, or your website, creating a sustainable connection is a must to maintain the integrity of your database. Use these tools to ask your database what would be of value to them. Recipes? Preparation Ideas? Storage Tips? Best case scenario, you captured some demographic information during the contest entry process that has allowed you to segment your database into groups that you can cater to even more specifically with the information they need most.
So let’s take a look at a few pros and pitfalls of using contests as an email lead generation tool:
|
PROS |
PITFALLS |
|
Quick build |
Quick attrition |
|
Low-cost investment compared to many other consumer marketing tactics |
Wasted investment if the opt in audience does not prove to be loyal |
|
Opportunity to gain permission and information that allows you to learn more about your audience |
Manpower and expertise to manage and utilize information effectively |
We see that contest-driven databases certainly present some challenges, but careful planning and strategic follow-through will maximize the pros and minimize the pitfalls. Think beyond the short-term promotion to developing a long-term relationship.
Still trying to determine how you can make the most of contests for your customer connections? Give us a call! We’re happy to discuss how DMA can help you develop a successful connection strategy.
