From growing your e-mail list to creating an online community, a contest can be a valuable small business marketing tool. Strutta CEO, Ben Pickering, offers Web shop owners’ tips for running online contests.
Before you can plan a contest, you have to set your marketing objectives and goals. If, for example, your goal is to increase your e-mail subscriber list, then a basic online contest entry form asking people to submit their details and click a box to join your mailing list would suffice.
Sometimes an online contest can promote a special feature or product-line launch. Using Crate and Barrel as an example, Pickering said the company is running a large contest that encourages newly married or soon-to-be married couples to create a gift registry on the site. ‘This type of marketing objective’, he added, ‘is designed to collect relevant marketing data that translates directly into sales.’
Contests as E-commerce Marketing Tools
By Vangie Beal, March 31, 2010