How to Launch a Contest Promotion

Contests are promotional tools marketers use to interact with an audience.

A contest is just one piece of a normally larger promotional puzzle, allowing marketers to promote a product while interacting with the target audience. Unlike a sweepstakes, where a prize is won based on luck, a contest requires performing a task. Submitting a short story about the promoted product or reaching the highest score in a branded online game are just some contest examples. When launching a contest, marketers usually create a promotion strategy to help build awareness and drive audience participation, which are essential in its success.

Instructions

1. Determine the intended audience, as that will dictate the best way to reach them when launching the contest. The target audience will depend on the promoted product and the type of contest. Dissect a large customer base by demographics, lifestyle choices (also known as psychographics) and geographic locations to segment the group that would most likely participate in the contest. Paring down the customers will help determine the best way to reach them.

2. Examine which promotional vehicles are best to publicize the contest. Public relations, traditional and Internet advertisements and social media web pages are some of the most common promotional tools used to launch a contest. Research which promotional tactics would best reach the intended audience, and remind them to participate. The best options will make up the contest's launch plan.

3. Develop a launch plan that includes the budget, audience and promotional strategy. Make sure that all managers and employees participating in the launch of the contest are well informed and are able to perform their various functions. Having a plan can help ensure that the launch runs smoothly.

4. Make sure the information about the contest's conditions, rules, deadlines and winning details are consistent in all communications. The contest's website, social media web pages, press kits and advertisements should all have the same information, carefully detailing all of the contest's information, including any legal disclaimers.

5. Target Internet and traditional media, informing them of the contest's launch. An established press list of reporters and editors should be sent relevant materials, including printed or electronic press kits, pictures (if applicable) and contact information. Press releases and digital pictures can also be forwards to special-interest, community-based websites and blogs that target the intended audience.

6. Advertise the contest on TV, print, radio and online vehicles. The advertising mix might vary depending on the budget and the targeted geographic location. A smaller contest campaign might place local advertisements and limited Internet ads, while a large contest could include nationwide advertisements, extensive online advertisements and possibly a viral TV campaign.

7. Enlist and inform participants with the use of website and social media pages. Publicity and advertisements should drive the contest participants to sign up or submit their entries. Blogs can be a useful tool in keeping the audience continuously updated and the contest top of the participants' minds. Eventually, these websites can also inform the audience of the contest's winner.

Tips & Warnings

• Different countries and states have consumer protection laws that could place restrictions on contests. To ensure a contest is compliant with the law, it is recommended that its legality is investigated before launch activities commence.

References

• "The Fundamentals of Advertising"; John Wilmshurst, Adrian Mackay; 1999
• "Launch! Advertising and Promotion in Real Time"; Michael Solomon; 2009
• MediaPost News: Sara Lee Promotional Sweepstakes Hits Home
• BrandWeek: Hershey Feels Bliss With White Chocolate Launch

Resources

• "Consumer Protection Law Developments"; American Bar Association. Section of Antitrust Law; 2009