The Benefits of E-Commerce Contest
If you’ve been in business for any length of time, you’ll agree that going above and beyond to find sales strategies is a standard operating procedure. Pouring your heart and soul (and dollars) into marketing should naturally include gratuities, which – if done right – can be an impressively effective tool for customer acquisition and retention.
Straight, uncomplicated advertising is the mainstay of gaining recognition for an online store competing with millions of others. Though it’s a necessary expense, it may fall flat in results. Smart merchants sweeten the pot with giveaways aimed at both existing and potential buyers, and most are discovering the increasingly positive net gain they bring.
A strong marketing campaign consists of multiple parts, not the least of which is a social media presence. More and more merchants solicit contact information via email addresses, but when only a nominal product discount is offered, weary consumers may shy away.
The trick is to boost up your efforts with a legitimately free product. Few enticements are more intriguing than a no-cost way to try something they’re already interested in. Engage with just the right approach, and you may wonder why you hadn’t thought of this in the first place.
How does it work?
Giveaway campaigns take many forms, some less of a sacrifice for you, the merchant. If your sales are strong and your brand is familiar, a straight giveaway without the contest angle is your best shot. Pitched correctly, your existing fans will be thrilled – thrilled enough to share the good news, hooking new customers and establishing a reputation of being an out-of-the-box vendor.
If straight gifting is a bridge too far, the random drawing strategy is also a winner. Whether requiring a purchase to enter or merely setting up a campaign, the model looks something like this: Your web site, your social media posts, and your outreach emails make a big splash with an obvious notification advertising the freebie contest. When consumers know they have an opportunity to win a prize without making a purchase, they become interested. Experts advise you collect their contact e-mail with a promise to not make future contacts there, or (especially) not to sell or trade the address.
Here is how a beauty products seller waged a wildly successful giveaway campaign. Melted Soapery jumped onto Instagram to wave free full-sized products as a tempting contest prize. Intrigued customers faced non-committal requirements including following the company on social media; sharing the post on their own accounts; tagging a friend (a trusted endorsement is often successful), or multiple friends, since each tag counts as one contest entry. Within a few days, one winner is announced.
Should you choose this model over an occasional bonus gift with a purchase by regular customers, be sure to embrace the industry-standard requirements of high-quality graphics of the exact product(s) with well-written content about the gifts and the offer itself. Visual impact and captivating text are key when it comes to an online campaign, and whether an individual decides to enter your contest, you have passively gained informed future customers.
Want ideas on the various way online sellers have hit a home run with giveaways? RafflePress is happy to share.