Launching an incentive with your campaign to capture customer experiences can potentially net you 10x the amount of content you'd otherwise receive without an incentive.
Launching a contest or sweepstakes is a great way to kickstart your organization’s content generation efforts. Incentivising the act of contributing content with a reward or chance to win a prize accelerates the process of scaling content collection.
Not quite ready to tackle a contest or sweepstakes on your own? No problem. Rivet's Sweepstakes Program offers you an easy method for offering an incentive. Click here to learn more.
Best Practices for Getting Started
Start with the end in mind.
What are you looking to achieve by running this contest? You know you want to capture content, but consider the desired impact of the content on traffic, engagement, sales, or any other metrics that may be important to your organization.
Incentives should support your brand, and be valued at approximately the average order value for your store. Here are examples of what Rivet customers have offered in the past:
Jansport: A Pleasanton Backpack, valued at $245
Build.com: A $5,000 shopping spree
TireBuyer.com: A set of rims
Outline the contest parameters.
Choose your target audience, and decide what type of content and data is relevant to capture from these entrants. Also decide what your criteria will be for a winning entry, to make sure that your are framing the prompts properly.
Establish clear guidelines.
This is where legal counsel is important. Also consider the different platforms and channels you will use to promote the contest, and understand their terms and conditions. To give you an idea of what these guidelines typically look like, here are best practices from Facebook, Twitter, and Google:
Optimize your campaign for search.
Make sure to include relevant keywords and provide social sharing buttons so that customers can share the experience with their network.
This is an obvious tip, but nevertheless crucial to your success. Promote via email, social media, blog posts, press releases, forum posts, paid ads, and partner outreach.
Set a clearly defined time frame.
Optimal time frames can vary, but we recommend 4-6 weeks as a starting point.
Promote your entrants and winner.
This is a great opportunity to repurpose content and set the stage for future promotions.