Giving away free stuff is one of the oldest tricks in the marketing playbook. However, its been done so many times by so many people that giveaways have started to lose their luster. This mainly happened because people have done some really bad giveaways. To help you avoid the common contest faux pas, we made this guide on how to run an effective giveaway.
Set a Goal
If you don’t set a goal how will you know if you achieved what you set out to do? Before you pick your product or start promoting you need to take a step back and clearly define a goal you want to achieve with this giveaway. Common giveaway goals are: get 100 new email addresses to your mailing list, grow Facebook likes by 20%, receive 80 retweets, collect 120 photo submissions, get 55 post shares on Facebook.
Make a Plan
Now that you have your goal you need to create an outline of how the contest will work. This includes picking the prize, rules, who your ideal contestant will be, what information you want from them, and the time frame. When picking the prize, you have to keep your ideal customer in mind and be sure to balance the value of the prize with the level of investment you’re requiring to participate. A simple online submission form needs a compelling prize to get submissions, but if you want contestants to show up to your location and stay for an hour, that prize better be pretty dang good.
Finally, look at where your ideal contestants are and promote your contest there. If you want to get email addresses from operation managers who work at oil and gas companies, go to an oil and gas conference. If you want to get more Facebook page likes from women between 25-35, make an ad and target it to that demographic.
Using promotional products as a giveaway is a great way to drive sales, increase brand awareness, and achieve many other marketing objectives, but it needs to be done right. If you’re interested in using promo products or corporate apparel in a giveaway, contact JD Young to learn how we can help.