Contests

Publication date: 20 February 2023

Contests are a promotional tool used to increase brand recognition and attract new potential customers. The most common forms are:

• Contests on social media on Facebook, VK, Telegram or other social media platforms;
• Contests on a website that collect consumer information by using a collection form;
• Email and SMS based contests that collect consumer information by email or text message.

The main elements of a contest

The three main elements of contests are:

1. Contests must be free – they must play on people’s emotions such as joy, fear, rivalry, only then will they be successful. The prize must be appropriate to the company brand and the taste of the customers.
2. Contests should be short – people become more active when deadlines are approaching. Contests held over a short period of time allow for maximum engagement.
3. Competitions should have an offer – they should give benefits or prizes. A few free places that give direct access to the second round will increase the demand for the competition. People will become more competitive to take advantage of this opportunity.

Advantages and disadvantages of contests

Some advantages are:

1. The information gathered through contests is used for market research.
2. Contests increase the quality of customer service and promote word of mouth advertising.
3. This attracts customers and helps to increase the company’s fan base.

 Some disadvantages are:

1. Customer indifference. A customer may simply carelessly fill out a form without paying much attention to the product provided by the promotion.
2. People participate with the aim of winning a prize, so they don’t really remember the products of a particular company.

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