One of the most effective marketing gimmicks that can be used by online stores as well brick and mortar stores are to hold a contest.
In fact, given that online stores are easier to operate, contests are actually easier to hold. Less work is involved, and more importantly less money will be spent.
If the online store retails or wholesales consumer goods, the best approach is to have a contest that requires a purchase within a fixed time frame.
As an example, buyers of select goods can be asked a simple question. The best answer gets his or her pick of what to receive. If a site sells magazine subscriptions, anyone who gets a subscription during the duration of the contest can be asked a simple current events question. The winner has the choice of three months free subscription to the publication of his choice, or perhaps a hard cover book.
The prize does not cost much to the online store. It can even be gotten free from the supplier.
To prove that the contest is real, entries can be published on the site. The winning entry is announced on an agreed date.
If there is a noticeable spike in sales because of the contest, other versions can be held in other time periods. For now, a Valentine’s Day contest can be held with the main prize being a Valentine-related article.
If the original contest did extremely well, a similar one can be held immediately. This can be repeated for as long as there is a measurable increase in sales.
Once the excitement has worn off, the contest can be ended, only to come back at some time in the near or far future. In the meantime, you can offer discounts in place of contests to bring in the customers.
To entice even more buyers, there can be more prizes offered, which means that there will be more than one winner. The online store can have monthly, quarterly or semi-annual contests, as well.
The top prize can be a dinner for two at a well-known restaurant, with consolation prizes of gift cheques and gift bags. Those bags can contain premium items that are usually given away by suppliers.
For online stores dealing in high end products or services, the contest can have as the major prize a trip for two to a romantic location. The second prize can be his and hers jewellery, while a third prize can be a dinner for two at a restaurant followed by an all expenses paid 24-hour stay in a top hotel or resort.
Be sure to know what government regulations there are, if any, when holding anything that offers additional incentives for buyers. Also be ready to address complaints from those who failed to win.
Consider having a separate and independent panel of judges. Business or community leaders from your immediate area are a good choice. Avoid political or religious leaders whose judgment will certainly be biased by the work they do.
You will definitely have many ideas for contests. As always, put yourself in the position of the customer. Would you join your store’s contest? If the answer is yes, then go for it!
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