Congratulations. You are a winner!
I think it’s safe to say, we all love the idea of winning something for little or no input. We buy tickets for the school raffle, we might have a punt on the office sweepstake for the Grand National or the World Cup. Some of us must be buying Lottery tickets seeing as how the Euromillions recently paid out £149 million to one lucky bastard. It could have been me, if I only I had bought a ticket!
It’s also hard to ignore the sickening rise of the betting shop on the high street, with their money gobbling casino game machines. But that’s probably a topic for a whole other blog post!
The web, and social media, is awash with companies running promotions as part of their marketing campaigns. This week I’ve seen everything from luxury family holidays in Acapulco to weekends in Blackpool! You can even buy magazines in your local newsagent dedicated to entering competitions. Apparently it’s a growing hobby form, maybe it’s an after effect of the credit crunch? Participants are known as Compers and there are numerous forums online where you can share your experiences.
Most of these competitions require you to answer a simple question and hand over your email address (you always get the option to opt out of marketing messages). Others are more sinister, they want your email, but to get an entry you have to go and sign up to a wide range of ‘special offers’, usually in the form of a newsletter subscription or to request a brochure. If you enter this type of competition you email inbox will never be the same again – you have been warned.
But does anyone ever win these prizes? Do they offer any type of return to the brand? Well, as someone who has run free to enter competitions on a grand scale I can assure they do work. I once gave away a Smart car as part of a product launch. The car cost about £9k brand new and we had over 28,000 entries, all of whom we were then able to send marketing messages tailored to the information they gave us on the entry form. Needless to say the client was as happy as the lucky lady from Gloucester who won the motor.
As someone who blogs about golf, is building my own golf glove brand and works with a growing range of businesses in the golf industry I have noticed an increasing trend for golf brands to run giveaway prize draws via social media. Some competitions run for a few weeks and some are more informal and run for a day or two. Usually golf brands are promoting these competitions solely on social media in what amounts to a race to the top in terms of Followers, Likes etc. It will be interesting to see how things progress now that Facebook have removed the Like gate option.
About a year ago I decided to enter every golf competition that I came across.
The three images in this article are testimony to my success. I first won a new, custom fitted, Tour Master driver from John Letters. It is worth £249 and I sold it on eBay for about £180. I already had a Callaway driver that was custom fitted for me. I then won a new Callaway Razr stand bag worth £95. I sold that on eBay for £52. I already have a Callaway stand bag that is in great condition.
Most recently I won a Titleist golf cap signed by former World #1 and Masters Champion, Adam Scott. The cap is worth about £15, but to me, as an avid golf fan, it’s priceless and it won’t be going on eBay!
As my numbers testify. Because these competitions are on social media, you can measure the volume of entries. There were 22 entries for the John Letters driver. About 90 for the Callaway bag and approximately 160 for Adam Scott signed hat.
So, even if you don’t play golf, you can still be a winner. Keep an eye out for easy to enter competitions and why not have a go. My advice to winning is to focus on niche markets and brands – smaller audiences equals greater odds of winning.