February 19, 2016

E-dreamz Case Study: Contests & Giveaways

Who doesn’t want something for FREE? More specifically, who wouldn’t want a pair of diamond stud earrings for free? That’s exactly what one of our clients, Perry’s Jewelry, gave away in a recent online contest we facilitated for them this Valentine’s Day. Check them out -



Nice

Contests have become a niche service for our Marketing team here at E-Dreamz, and we have honed our ability when it comes to implementation and promotion of them. We have run them for a variety of clients, but mainly within the consumer goods industry. Contests are a great way to generate new leads, increase awareness, and engage with your customer base.

To give you a sense of how giveaways work, I’ll walk you through a quick case study on this contest in particular.

First, you need to decide what the ‘theme’ of your contest will be, along with the more important component of what you will be giving away. Valentine’s Day and jewelry go hand-in-hand so running a contest around this time of the year for Perry’s seemed to fit. Next, what to give away. The theme isn’t quite as important as the prize, so you’ll want to come strong with something that will truly entice people to enter. Diamond stud earrings is qutie strong. It’s not as easy to give away something for free as one might think though. We all live busy lives, and to take time out of your day to enter a contest knowing that your odds at winning could be a longshot, takes some coaxing. To sweeten the pot, Perry’s decided to also give each contestant a $100 voucher that could be redeemed and used in their store just for entering the contest - pretty sweet indeed.

There are a few options when it comes to software that will carry out the contest by tallying entries and providing reporting, and ultimately picking a random winner. We use a software service called Gleam which is very easy to use and relatively inexpensive. Their Pro package is $39 per month and you can cancel at any time. In this case, we only needed to run the contest for roughly 2 weeks, so one month would suffice.

Having design skills, or knowing someone who can create designs for you is important to make a contest look professional. We just happen to have some top notch designers here at E-Dreamz should you ever need their service - I certainly did. You’ll need to create a graphic that you’ll upload to Gleam that contains all the pertinent information about the contest. Here’s what we created and uploaded to Gleam -




Gleam will walk you through how to setup a contest, such as when it should run, how someone can enter (there are over a dozen ways), what the prize will be, along with adding terms and conditions, and lastly implementing it on your website. In regards to ways that customers can enter include following your business on Instagram, liking your Facebook profile, visiting a specific page of your site (maybe your blog), or referring friends to enter the contest. All of these entry methods help build an audience. Here are the methods we choose -

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Next you’ll create a landing page on your site where the contest will be hosted. You should easily be able to add a new page within the CMS of your site that will include both the header and footer. Gleam will provide you with a snippet of Javascript that you’ll copy & paste into the body of the page. It will enable a widget that will run each time the landing page is loaded. This page does not need to be part of your navigation, so it’s essentially hidden unless you create a link to it, or provide the direct URL - we’ll get into that shortly.

At this point, you’re ready to launch the contest, but you need to consider how you’re going to promote it first. More than likely, you’ll want to promote it everywhere and anywhere. We decided to send out an email blast announcing the contest to all of their current subscribers. We utilize our proprietary platform called EmailzDirect to send out email marketing campaigns, but you can use any provider of your choosing. Our designers put together a nice looking graphic and we sent it on its way. Here’s what that looked like -


Annoucement.jpg

When a subscriber clicks the email image, it will lead them directly to the contest page. After sending out the email, Perry’s promoted the contest on their social media platforms, including Facebook, Twitter, Instagram, and Pinterest. You could easily just post a simple text message, but we went a step further and created some images that would be engaging. Each post included the direct URL that a social media follower could click on.

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Facebook

Instagram.jpg

Instagam

Lastly, we also created a banner that would appear on the homepage of their site linking to the contest page, along with a small popup that would stay fixed in the bottom left hand side of their site - also linking directly to the contest page. All of these outlets, in addition to word of mouth promotion, led to a substantial amount of activity around the contest.

In total over the course of 2 weeks, we obtained over 20k entries into the contest - impressive! The entries were a mix of both existing customers and new leads. We exported the email addresses we collected in Gleam and popped them into our email marketing platform. These individuals will now receive regular communications from Perry’s whenever they have new products, specials, or any announcements. The long term residual benefit cannot be understated. When the contest expired, one lucky winner took home the earrings and Perry’s walked away with almost 2k new leads. Aside from any cost for design time and sending an email blast, $39 and a pair of earring went a long way.

You can check out the full contest page on their site here - http://www.perrysjewelry.com/valentines-day-giveaway

If you have any questions, or would like for E-Dreamz to run a contest like this for you, please reach out to us - we’d be happy to help.


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By: Brian Henning

Digital Marketing Strategist