People love them some free stuff. We’ve all spent time filling out ballots or online forms for a chance to win something, but what drives us to enter these contests and what benefit is there to the host for creating one?
First, let’s ask the question why do people create contests? There are several reasons. I would suggest the primary reason would be for brand awareness. Contests are ideal if you have a new product or service and only a small advertising budget to bring it to market. By introducing a contest, it motivates consumers to interact with your brand and it gives them the opportunity to get something in return for their entry which brings me to my second reason for creating a contest – generating leads.
As I just mentioned, we’ve all entered a contest at some point. You give me your name, email and address and I’ll give you a ballot for a chance to win something that you want. This exchange can be as lucrative as gold. It allows businesses to feed more targeted content and nurture leads by pushing them further down the sales funnel.
Let’s also not forget that over the past 15 years or so, we’ve evolved from cereal box contests to a complete online experience. Not only does online allow more people to interact with your brand, but it also allows you to better emotionally connect with your audience.