MAKING ONLINE COMPETITIONS WORK FOR YOU.

Alan McGovern, iZest Marketing

Yes!

Why?

• Customer Reminders

• Customer Engagement and Conversion

• Brand Reinforcement

• Rewarding Customers

• Qualified Leads

• Low Cost

Prizes

• Relevant

• High perceived value / Low direct cost

• Something money can’t buy

• Bundle prize

• Engagement with the prize

• Photos / Articles

• Encourage post competition sharing

Prizes

Prizes – Low Cost

Prizes – High Perceived Value

Prizes – Money Can’t Buy

Budget – €2450 Duration – 2 weeks Promotion – across email, website, Facebook, Twitter, flyers and local newspapers Page likes 6756 Entries: 1248 Emails: 1105

• People who enter competitions are not customers

• They must opt in to receive future marketing communications – include in Terms & Conditions

• Lottery v’s Question of Skill

Competition Rules

Competition Rules

Facebook

• The official rules of your competition

• Offer terms and eligibility requirements (e.g: age and residency restrictions)

• Compliance with Local Competition Law

• Release Facebook of any responsibility

• Like & comment to enter – NOT share or photo tagging

Competition Rules Twitter

• Avoid Retweet Competitions

• Use @reply at the start of the reply and use a unique hashtag

Pinterest

• Don’t encourage people to Pin or Repin the competition details

• Ask Pinners to Vote by Pin

Key T&C’s • No purchase necessary • No cash alternative • Winners will be notified by email • Judges decision is final • Governed by laws of Republic of Ireland • No substitution of prizes • By entering you agree to be added to our

marketing database • By entering you agree to take part in

marketing activity

Facebook Competitions

• Making people work to enter

• Like & Share – good or bad?

• Facebook Competition Apps

• Linking to Website Competition Page

Example:

Example: Social Selling

Example: Secret Offer

Example: Secret Offer

Example – Using Video

Twitter

• Question and Hashtag

• Link to Competition Page

• Retweet & Favourite (Questionable)

Twitter

Pinterest – Create Boards

Pinterest – Create Boards

Capturing Data

• What information do I need?

• Why do I need it?

• Am I targeting by Gender, Age, Interests, location?

• What future technology might you want to use? Eg. SMS

• Don’t ask for information you will not use.

• Storing and protecting data.

Turning entrants into Customers

• So what’s next – Have you thought ahead?

• What customer segment do you want to target?

• What offers and promotions will attract?

• Integrating them into your Email Marketing Strategy?

Promoting Competitions?

• Promotional Strategy

• Timeline • Pre-Launch

• Launch

• Reminders

• Last Chance

• Completion

Promoting Competitions?

• Email Marketing

• Facebook Advertising

• Other Online Advertising Channels

• Offline and In House Marketing

Your Own Wesbite

Woobox

SHORTSTACK • Customize your Facebook Page with promotions,

contests, videos, custom forms, and more.

Go Mobile • Make sure your competition is mobile compatible

Tip #1 – The People

Your competitions should always attract people you want to sell to.

Tip #2 – Data

Know what Data you want to capture and why.

Tip #3 – Your Website

Build a competition page on your website or a Competition App on Facebook that can be used

over and over again.

Tip #4 – Finally

• A clear goal as to what you want to achieve • A calendar for your content • Targets for your outcomes • Post competition Strategy

Contact Alan

• Email: alan@izest.ie

• LinkedIn: ie.linkedin.com/in/alanmcgovern

• Twitter: @alan_iZest

• Website: www.izest.ie

WEBINARS

For details on future webinars please visit http://failteireland.webex.com If you want to register for future webinars email websupports@failteireland.ie

Online Resources failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx Courses Available failteireland.ie/Business-Supports/Websupports/Events Online Business Tools failteireland.ie/Develop-Your-Business/Business-Tools.aspx

For any other questions, contact the Business Supports

team on 01-8847762

KEEP IN CONTACT

Fáilte Ireland

88-95 Amiens Street

Dublin 1

Ireland

Lo-Call: 1890 525 525