Contests are promotions in which winners are selected on the basis of bona fide skill. The element of chance may not affect either the selection of the winner or the amount of the prize awarded. Users may be required to make a purchase to enter a contest.

Skill –based contests can be administered in several formats. Some of the examples are:

• Essay contests
• Photo contests
• Video Contests
• Athletic contests
• Cooking contests
• Art contests
• Statement completion contests

Many companies use online contests as a vehicle to both interact with their customers and to meet other organizational objectives, such as data collection. To create a successful online contest, the company and the consumers must each fulfill their obligations, making the contest flow as they each gain valuable knowledge. Ultimately, the company gains increased product awareness and fosters consumer loyalty. Between the company and the consumers involved in the contest, there are two groups of information and actions that are intertwined; if each participating party fulfills its duties in making the contest flow, then in the end both will gain knowledge in business and awareness.

Company Formulates Contest

At its conception, the company sponsoring the online contest must create the promotion and examine it from all possible angles. Questions concerning the objectives to be accomplished, tools to be used, prizes to be given, and information to be collected must be anticipated and addressed at the outset. What will this contest do for the company’s image? Which online platform will be used to promote the contest? What can participants win if they enter? How can the company collect information about their consumers through this contest? Such questions should be asked before the contest is launched and kept in mind throughout its duration in order to both satisfy the participants and collect useful information about the nature of those entering the contest.

Participants Enter the Contest

Once the online contest has been created, tested, and launched, the next step in the process is to receive entries. The contest needs to be advertised to an audience of potential applicants. It is the responsibility of the company to spread the word about the contest sufficiently far to reach as many potential participants as possible within the target market. Contest entrants submit content that is in full compliance with any applicable rules and regulations so that they may continue to be valid participants. Reaching and attracting applicants willing to enter, without whom the online contest would not be able to operate properly, is of the utmost importance.

A Winner is Selected

Depending on how the contest judging criteria are formulated, the winner will be chosen after the entry period is finished. Selecting a winner promptly will add credibility to the contest since it pays off the promise of delivering a prize to the entrant with the most relevant and compelling and can be a foundation for future social media sharing. Once a winner has been selected their physical role has ended but their behavior toward the company is forever changed.

Analysis of Information

Once the online contest has been completed and prizes have been awarded, the company will be in possession of an immense amount of information for review, analysis and use in future promotions. Everything from how many contestants participated, to how many additional customers were gained in their market as a result of the contest, is to be assessed and compared to the original targets and expectations. If online platforms such as Facebook or Twitter were used during the contest, the number of tweets or likes received can convey valuable information about the success of the contest. The results of the contest can aid in future promotional efforts.

Marden-Kane is comprised of a team of experienced, qualified professionals who respond quickly to clients’ immediate needs. Contact us today to learn more about how online contests work, or to begin the process of formulating your own online contest parameters.