Using contests to gain exposure

A relatively easy and inexpensive way to generate exposure for your business is by holding a contest. By offering people the opportunity to get something for free, you can cause even those that are not interested in your products or services to talk about your company to those that are. Your contest can take a variety of forms but in order to achieve the best results, it will need to meet four criteria.

1. Prizes must be clear and specific. If entrants don't know what they may win then they probably won't bother to enter your contest. More importantly, if they think they will win one thing and end up getting something completely different, chances are that it will generate negative publicity for your company. A perfect example of this was a contest held by a bay area Hooters restaurant for it's employees in which the prize was allegedly a Toyota car. At the end of the contest, the winning employee received a toy Yoda — an action figure from the Star Wars movie. Needless to say, the local media had a field day with that.

2. Ensure that your prizes are worthwhile. If it's easier for an entrant to simply buy the prize instead of entering your contest you can be sure that is what they will do.

3. Eligibility must be clear. In order to be a contestant in your contest, does an entrant have to meet a certain set of criteria? Make that known right up front. It will save your potential entrants a lot of frustration.

4. Set a time frame. Whether the winners will be chosen the next week, the next month or the next vernal equinox after the third full moon of the year, you need to let the entrants know. If you are offering a free cruise in July, chances are that a winner will not reschedule his triple by-pass heart surgery upon winning - instead he will be frustrated that he can't enjoy his prize.

When these criteria are met and your contest is properly marketed you can generally expect to see a good amount of exposure for your company. You should also ensure that you collect information from each entrant so that you can market to them again in the future.