Organization of competitions

How do you encourage consumers to have fun and interact with the brand, all with prizes for the most creative?

Promotional contests with prizes are one form of sales promotion often used by brands to build relationships with consumers and/or increase sales volume. The mechanism of the contest is based on competition between participants in the promotional action. The prizes in the contest are won by the participant whose entry is the most creative, the prettiest, the fastest, the best executed or the participant who showed the highest efficiency in a certain time or the best knowledge. The contest committee selects the best entries on the basis of the prepared regulations.

Is holding a contest with prizes a good tool to increase sales?

Yes and no. This is not the right tool for all brands. There are target groups that like mechanisms that strongly engage the consumer. If the mechanism of a contest with prizes is properly developed, it introduces the consumer to the brand, builds interaction between him and the brand, and causes him to spend a large amount of time with the brand. However, there are focus groups that reject such mechanisms on principle and do not participate in contests. On focus groups we often hear statements: “I’m not creative, it’s not for me”, “I don’t want to, it requires a lot of commitment”, “they won’t choose me anyway”, “I don’t have time for this”. Before implementing a contest, you should carefully examine whether your target audience accepts such mechanisms. In more than 20 years of experience, we have identified target groups, we know which ones will willingly participate in the contest and reciprocate with increased purchases, and which ones will automatically reject it, making the budget for this action wasted.

If a contest with prizes may not increase my sales, is it worth considering?

If your goal is to engage your brand’s “heavy users” or you have a specific target audience that likes contests and the creative idea supports your brand image, engages and builds a relationship with your brand, it’s definitely worth considering such a tool. Well-designed promotional contests with prizes can increase your sales by double digits. However, when you want to attract “switchers” or consumers of your competitors, target your “users” very broadly, thus encouraging far more consumers to buy, think about a promotional sweepstakes or audiotape lottery.