Contests are a great way to boost your customer database, including email addresses. MarketingSherpa shares a case study on how one company was able to double the size of their email list in eight months. Not only did the numbers grow, but the new contacts have provided better response rates. The campaign -- implemented by CoolComputerBags.com -- was for a monthly computer bag giveaway. The strategy was to keep costs low, while targeting top prospects with a relevant offer.
Learn the steps the company took to see how you could replicate this successful strategy in your store:
- Pick a Popular Product as the Prize: In order to attract your target customer, you must offer a product that is a best seller. If you use product you want to get rid of to clear inventory, the prize will lose its luster, and you are much less likely to attract new customers.
- Promote at Your Website: Create a special contest page at your website. Keep it simple so that it doesn’t require excessive staff maintenance, and it’s easy for consumers to sign up. In the case of CoolComputerBags.com, the webpage had a photo of the prize, contest rules, request to enter email address, a list of previous winners and a privacy statement. Be sure to also ask contestants to “opt-in” to receive other product offers and information.
- Attract Entries at Online: CoolComputerBags decided that in order to be efficient, the team wouldn’t use any paid promotions for the contest. Instead, they focused on “free stuff” websites (which highlight online giveaways and contests), included an ad on the company’s own website, and included a link in the regular company e-newsletter.
- Extra Tip: Jewelry companies who have are using social-media marketing, could promote their contest on their Facebook and Twitter feeds.
- Remind Customers Regularly: Send monthly notifications about the contest through email communications. Not only can you share the name of the winner, you can prompt customers to enter the next contest and share info on current product (including promotions).
- Extra Tip: CoolComputerBags.com also included a 10% off coupon for the product that had been featured in that month’s contest.
Take The Tip:
Click here to read more about the contest promotion at MarketingSherpa.
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