Product giveaways and contesting can offer a unique, exciting way to amplify your local media campaign.
A giveaway should generate excitement, buzz and most importantly … traffic to your business.
To successfully implement a giveaway or encourage local media partners to offer contesting, there are a few items to consider before pursuing this route with your local media budget.
1. The Prize/Product Should Complement Your Current Advertising Strategy
Offering a prize to your customers should essentially boost your current efforts. It should fall in line with what you’re already advertising, whether it’s a seasonal offering or a staple of the business. The reward should be a solid representation of who you are as a company.
Make your contest or giveaway relevant. Are you currently touting your new riding lawn mowers and how they’re more powerful than what the competition is offering? Consider giving a discount to every customer who takes a test drive and enter them to win the mower at the end of the promotional period. This way, you’re generating foot-traffic through incentive and showcasing a great product.
2. The Product Should be Desirable
The prize has to be buzz worthy in order for a giveaway to add value to your local media campaign. It should immediately elicit the “wow” factor. While people generally take anything that’s free, that doesn’t create loyalty or future customers.
The item(s) chosen should be significant enough or unique enough to generate “buzz.” Are people talking about how great the contest is? Do people ask about it when they come in your store?
While a free CD or t-shirt is nice to receive, it doesn’t compel someone to venture out to your store. Customers have to see an inherent value to make an effort. Will customers recognize a great deal or a great value with the prize you’re offering? Word of mouth can be powerful. The more people are talking, the better.
3. Include a Proper Amount of Promotion
If a tree falls in the woods and no one’s there to hear it, does it fall? The same concept applies here.
There must be ample advertising, promotional mentions and/or endorsements to push the contest/giveaway forward. As with any media campaign, make sure you’re utilizing the proper local media tactics for maximum exposure. Often, contesting and giveaways can be part of your added value requests. Make the most of the extra inventory you’ve secured.
Whether your motivation is to generate extra store visits from current customers or garner new customers, implementing contesting and giveaways to your local media campaign can be a great way to stimulate or prompt traffic and purchases.