It’s the most popular weekly competition in a town with a population of 50,000 and ensures that everyone in the town knows their name.
And importantly it’s something that people will talk about in social circles in pubs and bars around the town – like the best elements of social media it’s a real conversation starter
Amin from Essence says
“We first started thinking back in June 2016 during the Euro France how can we can get more likes on Facebook.
We had nearly 3000 followers on Twitter, but only had over 100 Facebook likes, so started thinking how we can get more likes.
As most of our customer base are football supporters we started this competition.
Since we started this competition it’s had a snowball effect. Nothing but phenomenal, as its raised our restaurant profile so much and most people talk about the competition in Altrincham now”
In this weeks blog we look in detail at why it’s such a huge success and what you can learn from it
1. BASE THE COMPETITION AROUND YOUR CUSTOMERS INTERESTS
Curry and football – they go together like cheese and crackers or fish and chips
The post match curry is a tradition and for Essence this is no different
Essence is a well established business and it attracts families from around the area, works nights out and lads nights out
In fact the reputation they’ve built online over the past 5+ years means they now attract customers from 10+ miles to the restaurant
One thing a lot of the customers have in common is a love of sports and particular football and on the edge of Manchester with 2 of the biggest teams in the world it makes perfect sense
Tip: Base any competition around both your business and your customers interests
2. MAKE IT EASY TO ENTER
Remember This Morning when the phone in competitions used to be so easy that anyone could enter
Make your competitions so easy that anyone can enter then to get the maximum engagement possible
Essence’s competition is easy – guess the minute that the 1st goal is scored
Now there are some entrants that are hardcore football fans who will enter a different entry every week based on educated guesses about which teams are playing
And there are others go for the same minute every week
The key though is that people can enter regardless of how much knowledge they have of football – it’s simply a number between 1 and 90
Tip: Don’t make people jump through hoops unless the prize is a once in a lifetime prize
3. TWEAK THE COMPETITION BASED ON DATA
Data is your friend and everything can be improved
With competitions it’s easy to forget the data because the competitions naturally perform better than the average organic post
The Essence competitions have used different images, different lead in times, different times of day to post and all of those factors have a massive impact on the reach of the post
However there was one leading factor that impacted the reach of the post over 2 years of data – featuring the business owner trumped every other combination of variants
After 2 years, we are still looking at data each week to further improve performance
Tip: Never ignore the data and look at it as much even when posts perform well as when they don’t
People are sceptical about competitions and either think
A) No one wins the prize
B) It goes to a friend
Showing off the draw and competition winners is total transparency.
Tip: Hero your customers and show off your competition winners – people love people
The biggest mistake businesses make about paid social is thinking they’re a substitute for quality posts inbetween
You see the theme there
You need to take time and care about the posts throughout the week to win over those new fans and new engagers on the competitions each week
Humour, Social Proof (i.e testimonials / reviews) and ultimately interesting posts are what are going to convert a competition entrant to a raving fan
Tip: The competition is the icing on the cake – make sure your organic posts are 100% quality
ENTER THIS WEEK
Go over to http://www.facebook.com/essencecheshire and look for the pinned post to enter this week
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Alex McCann is owner of Altrincham HQ – a social media management and training company based in Altrincham, Cheshire that has worked with 100s of local business developing their social media strategy. Alex has 350+ LinkedIn testimonials and is ranked number 1 for Social Media Marketing in the UK via independent customer reviews on Freeindex.