What type of prize drives you to enter an online competition?
January 25, 2011 8:08 AM Subscribe
For a marketing campaign aimed at current college students, what would a good prize be?
I started a competition for my website to try and bring in users and see if we can get some traction details here, so we're offering a 100$ amazon gift card to the winner of a contest.
We're posting flyers all over college campuses in the Chicago area, but are seeing less than 10% traffic based off of flyer distribution and less than 1% conversion of viewers to competitors.
My assumptions are that either:
1) The prize is too small.
2) The competition is too difficult.
3) The site isn't attractive to our target audience.
Insights/suggestions would be apperciated.
I started a competition for my website to try and bring in users and see if we can get some traction details here, so we're offering a 100$ amazon gift card to the winner of a contest.
We're posting flyers all over college campuses in the Chicago area, but are seeing less than 10% traffic based off of flyer distribution and less than 1% conversion of viewers to competitors.
My assumptions are that either:
1) The prize is too small.
2) The competition is too difficult.
3) The site isn't attractive to our target audience.
Insights/suggestions would be apperciated.
Gift card to threadless
iPad if you can afford it
other apple product as budget allows
posted by graytona at 8:16 AM on January 25, 2011
iPad if you can afford it
other apple product as budget allows
posted by graytona at 8:16 AM on January 25, 2011
Those traffic numbers are actually pretty much in line with what I would expect. I've run a lot of contests and done some market research, and that's a pretty good return rate given the type of advertising you're doing. Obviously, a million dollar prize would bring in more traffic, but you're actually doing pretty well given the type of contest you're running.
posted by decathecting at 8:26 AM on January 25, 2011 [1 favorite]
posted by decathecting at 8:26 AM on January 25, 2011 [1 favorite]
"Check it out, submit an entry and win $$$!" is always a red flag for me, no matter who is sponsoring the giveaway. Maybe something like, "If your entry is selected, you could win a gift card for $100!" with info detailing the prize levels below.
The other question I have is what your organization plans to do with the winning entries. Is this contest it? Will you use the entries on the site somehow? That might motivate people as well. (And no, I didn't read all the fine print. I don't know if other users would do so.)
But mostly I think it's the fact that the deadline is more than a month away. That's a lot of time to work with, and there's the chance that people who meant to enter put it off and have now forgotten about it.
posted by runningwithscissors at 8:29 AM on January 25, 2011 [1 favorite]
The other question I have is what your organization plans to do with the winning entries. Is this contest it? Will you use the entries on the site somehow? That might motivate people as well. (And no, I didn't read all the fine print. I don't know if other users would do so.)
But mostly I think it's the fact that the deadline is more than a month away. That's a lot of time to work with, and there's the chance that people who meant to enter put it off and have now forgotten about it.
posted by runningwithscissors at 8:29 AM on January 25, 2011 [1 favorite]
A flyer directing me to some random website that I've never heard of offering a gift card in return for (at least some -- no way I'm clicking on your link but you at least need contact info) personal information just SCREAMS scam to me. Offering an Apple product would do that even more so (though it's the right answer). If it works like theichibun says -- very little info about what you're doing before I have to register -- I would be sure. You need to address that issue -- how do people know you're trustworthy? Why would I give you my personal info? How have you established yourself as a reputable company first, far before you're wanting my personal info in return for a prize that I have no evidence exists?
posted by brainmouse at 8:30 AM on January 25, 2011 [4 favorites]
posted by brainmouse at 8:30 AM on January 25, 2011 [4 favorites]
Writing a story is a lot of work, or could be- there's no mention of how long the story should be or how it will be judged, so what you have to do to enter the competition with a shot at winning is kind of vague. College students already have a lot of work. Between the work aspect and joining some random website, it's not going to be worth $100 for a lot of people.
posted by ThePinkSuperhero at 8:31 AM on January 25, 2011
posted by ThePinkSuperhero at 8:31 AM on January 25, 2011
Nthing Apple products. I worked in a college office that frequently offered an iPod as a prize for completing a survey; we gave away at least ten of them a year.
posted by dcheeno at 8:33 AM on January 25, 2011
posted by dcheeno at 8:33 AM on January 25, 2011
(You should ask the mods to remove the links to your site- that's a big no-no here)
Your <1% conversion is not abnormal. Moving that number will depend largely on how hard it is for people to actually sign up and use your site. Offhand, it looks like your app requires a significant investment- I have to sign up, think of a story, and draw it. That's not something I'm likely to accomplish in one sitting the first time I encounter your app.
Also, I don't know what the actual numbers are, but paper flyer -> web traffic is incredibly inefficient- too much work for the end user. Start a FB page and get a Twitter account. Get a core fan base together and have those people share/retweet links.
posted by mkultra at 8:33 AM on January 25, 2011
Your <1% conversion is not abnormal. Moving that number will depend largely on how hard it is for people to actually sign up and use your site. Offhand, it looks like your app requires a significant investment- I have to sign up, think of a story, and draw it. That's not something I'm likely to accomplish in one sitting the first time I encounter your app.
Also, I don't know what the actual numbers are, but paper flyer -> web traffic is incredibly inefficient- too much work for the end user. Start a FB page and get a Twitter account. Get a core fan base together and have those people share/retweet links.
posted by mkultra at 8:33 AM on January 25, 2011
Mod note: Links to website removed. Asking about the idea is fine, linking to the contest comes off too much as an excuse for direct promotion, do not do that.
posted by cortex (staff) at 8:34 AM on January 25, 2011
posted by cortex (staff) at 8:34 AM on January 25, 2011
Honestly, I think if your org had a co-sponsorship with a reputable newspaper, that would be the only thing that would make it seem legitimate. Otherwise, I would think it's a scam. Maybe if it was to win a spa day at a local spa of your choice or something that would make it look like the org was really aware and in touch with places in town popular with students, then maybe that would lend more credibility. Otherwise, it sounds sort of vague and weird.
posted by anniecat at 8:37 AM on January 25, 2011
posted by anniecat at 8:37 AM on January 25, 2011
Also, if you had an ambassador come around and prove that your org is legitimate and advertise the competition/contest in person, then that would also lend credibility.
posted by anniecat at 8:38 AM on January 25, 2011
posted by anniecat at 8:38 AM on January 25, 2011
The conversion from paper flyer to online entry is actually a huge barrier to entry. I'd focus your efforts on trying to get your targeted audience electronically. Is there a writing center at the university? Can you send an email to the writing profs at the universities announcing the contest? The story project is an interesting concept and if the email is very clearly written by a human and lays out the benefits to the students of participating you might find professors doing your advertising work for you.
Also- facebook, obviously. See if you can find student groups for the universities you're hitting up and hit them up that way.
As TPS mentions, this contest is kind of a lot of work, so figure out how to work that to your advantage in your pitch. Focus on the innovation of the contest and the opportunity to flex one's creative writing talents. Focus on being conversational and non-spammy in your communications as well and you should get a better response.
Finally, if you've captured emails of any visitors, but they haven't entered the contest yet, don't forget to send them reminders at the 2 week and 2 day mark.
posted by paddingtonb at 8:41 AM on January 25, 2011
Also- facebook, obviously. See if you can find student groups for the universities you're hitting up and hit them up that way.
As TPS mentions, this contest is kind of a lot of work, so figure out how to work that to your advantage in your pitch. Focus on the innovation of the contest and the opportunity to flex one's creative writing talents. Focus on being conversational and non-spammy in your communications as well and you should get a better response.
Finally, if you've captured emails of any visitors, but they haven't entered the contest yet, don't forget to send them reminders at the 2 week and 2 day mark.
posted by paddingtonb at 8:41 AM on January 25, 2011
Response by poster: Great feedback from all. It seems like a combination of a few things:
1) This conversion/entry rate is consistent with other people's experience.
2) The competition length is too long.
3) The prize may be ok, but an apple product would have been better.
4) Maybe some confusion about the site and the competition.
Updating our call-to-action badge as maybe it was driving people away.
I think it's too late to change the dates, maybe we just need to push another round of marketing when it's closer to the deadline date.
Thanks for the great feedback! If there are any other suggestions, I'd love to hear them.
posted by ironghost at 8:42 AM on January 25, 2011
1) This conversion/entry rate is consistent with other people's experience.
2) The competition length is too long.
3) The prize may be ok, but an apple product would have been better.
4) Maybe some confusion about the site and the competition.
Updating our call-to-action badge as maybe it was driving people away.
I think it's too late to change the dates, maybe we just need to push another round of marketing when it's closer to the deadline date.
Thanks for the great feedback! If there are any other suggestions, I'd love to hear them.
posted by ironghost at 8:42 AM on January 25, 2011
It's not that the length is too long at all. Writing things takes time. Making graphics takes time. The graphics really have to wait until the story is done, and then both will change as things get edited based on the other.
Apple stuff will always be a good prize. But then you're alienating the 1/64% of people who refuse to get anything from Apple for whatever reason.
posted by theichibun at 8:47 AM on January 25, 2011
Apple stuff will always be a good prize. But then you're alienating the 1/64% of people who refuse to get anything from Apple for whatever reason.
posted by theichibun at 8:47 AM on January 25, 2011
Your conversion numbers are good.
One thing that works great for prizing is "A year's supply of X". The key to prizing is the highest possible perceived value. When people see a year's supply of anything, they imagine it's worth loads of cash. You have to calculate the year's supply cost in advance based on honest assumptions, but it's never as large as people think. We used to give away Free Gas for a Year. Off the top of your head how much do you think that is? According to available statistics, that's about $1,200 to $1,500 per year.
You could partner with a local restaurant or something and use their gift certs as the prize. So you could give away Free Pizza for a Year or something like that.
Something that would help your legitimacy would be to break the contest into smaller periods so that you can announce winners, show a happy picture of them with their prize, and prove that you're legit.
posted by dripdripdrop at 8:51 AM on January 25, 2011
One thing that works great for prizing is "A year's supply of X". The key to prizing is the highest possible perceived value. When people see a year's supply of anything, they imagine it's worth loads of cash. You have to calculate the year's supply cost in advance based on honest assumptions, but it's never as large as people think. We used to give away Free Gas for a Year. Off the top of your head how much do you think that is? According to available statistics, that's about $1,200 to $1,500 per year.
You could partner with a local restaurant or something and use their gift certs as the prize. So you could give away Free Pizza for a Year or something like that.
Something that would help your legitimacy would be to break the contest into smaller periods so that you can announce winners, show a happy picture of them with their prize, and prove that you're legit.
posted by dripdripdrop at 8:51 AM on January 25, 2011
Best answer: Your website link is already removed so I can't really comment on your site or contest specifically. However, I work with college student (I'm in Student Affairs) and I can tell you the following things:
1. They tend to "tune out" flyers and don't really see them, especially on crowded boards. Flyers will bring in some traffic, but if they can't actually go to the site right when they see the flyer they won't remember it later. Which is why...
2. Facebook and Twitter is a great way to get a viral message going. They can easily click on the link that a friend shares because they're right there on the computer. However, you need a FB page...people aren't going to click on an external link that looks scammy or weird.
3. Explain the contest completely and clearly on the FB page, as well as on your site before you ask anyone to register with personal info (I don't know what your site is so I can't comment specifically about that).
4. College students are notorious for waiting until the last minute. In their minds, it's still January and March is a LONG TIME AWAY. You might want to consider designing a new flyer (if you really want flyers) and doing another media blast in February.
5. If this is some type of story writing competition, find out the contact information for the English department, Journalism department, and/or any writing related student organizations and tell them about your contest. That would be a good target audience (they like to write, no?) and they can also help spread the word. You could also consider contacting the Marketing/Business organizations and ask them what type of marketing best works for their campus. It gives you some contacts on campus and might give them some practical experience or a way to get involved outside of campus. You never know.
posted by MultiFaceted at 8:51 AM on January 25, 2011
1. They tend to "tune out" flyers and don't really see them, especially on crowded boards. Flyers will bring in some traffic, but if they can't actually go to the site right when they see the flyer they won't remember it later. Which is why...
2. Facebook and Twitter is a great way to get a viral message going. They can easily click on the link that a friend shares because they're right there on the computer. However, you need a FB page...people aren't going to click on an external link that looks scammy or weird.
3. Explain the contest completely and clearly on the FB page, as well as on your site before you ask anyone to register with personal info (I don't know what your site is so I can't comment specifically about that).
4. College students are notorious for waiting until the last minute. In their minds, it's still January and March is a LONG TIME AWAY. You might want to consider designing a new flyer (if you really want flyers) and doing another media blast in February.
5. If this is some type of story writing competition, find out the contact information for the English department, Journalism department, and/or any writing related student organizations and tell them about your contest. That would be a good target audience (they like to write, no?) and they can also help spread the word. You could also consider contacting the Marketing/Business organizations and ask them what type of marketing best works for their campus. It gives you some contacts on campus and might give them some practical experience or a way to get involved outside of campus. You never know.
posted by MultiFaceted at 8:51 AM on January 25, 2011
Looking at your contest a bit further (my company runs similar kinds of contests on FB), I've got these thoughts:
- Those who say you need to have more info pre-reg are absolutely correct.
- Ditto comments regarding length of the contest. WAY too long.
- It's also not immediately clear that I can just vote on entries as opposed to being required to submit one.
- Looking at the rules on your site, I see this:
All entries will be voted on by ToonBee users and the winner will be chosen with an unscientific method by ToonBee staff based off of ratings, views, content and overall creativity of the entry.
So, what's the point of even voting? You seem to be subverting the entire point of your app.
posted by mkultra at 1:54 PM on January 25, 2011
- Those who say you need to have more info pre-reg are absolutely correct.
- Ditto comments regarding length of the contest. WAY too long.
- It's also not immediately clear that I can just vote on entries as opposed to being required to submit one.
- Looking at the rules on your site, I see this:
All entries will be voted on by ToonBee users and the winner will be chosen with an unscientific method by ToonBee staff based off of ratings, views, content and overall creativity of the entry.
So, what's the point of even voting? You seem to be subverting the entire point of your app.
posted by mkultra at 1:54 PM on January 25, 2011
To me, literally THE ONLY THING that would make me enter an online contest would be if I thought I had any reasonable shot of winning, and/or I felt there was something in it for me.
Anything where I knew that potentially thousands of people were seeing the same flyer and entering the contest? Probably never going to happen.
You might need to make it feel more intimate - I often fall for those blog contests, on the grounds that reading a blog feels like a private endeavor, and, I mean, there's just no way that many people really read this thing... Even if the numbers are probably similar to what you're doing.
posted by Sara C. at 2:27 PM on January 25, 2011
Anything where I knew that potentially thousands of people were seeing the same flyer and entering the contest? Probably never going to happen.
You might need to make it feel more intimate - I often fall for those blog contests, on the grounds that reading a blog feels like a private endeavor, and, I mean, there's just no way that many people really read this thing... Even if the numbers are probably similar to what you're doing.
posted by Sara C. at 2:27 PM on January 25, 2011
For a marketing campaign aimed at current college students, what would a good prize be?
an iPod.
an iPad.
iTunes Gift Cards.
Amazon.com gift cards.
posted by with the singing green stars as our guide at 5:23 PM on January 25, 2011
an iPod.
an iPad.
iTunes Gift Cards.
Amazon.com gift cards.
posted by with the singing green stars as our guide at 5:23 PM on January 25, 2011
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Also, I see no where a mention of the TuneBee Competition group. The Blender page says Click Here to Start. But then I get to some registration page and I'm not sure what it's for.
posted by theichibun at 8:15 AM on January 25, 2011