7 Effective Tips for Running Succesful Contest Marketing In-Store

YoMost’s Contest Marketing in Vietnam

To truly grasp the effectiveness of contest marketing, let’s take a closer look at a real-world example that left an indelible mark on the Vietnamese market – YoMost’s in-store competition.

The campaign ran in different stores such as Big C, Emart, Lotte, Aeon, Winmart, GS25, Circle K, and Family Mart. For every purchase of Yomost products worth 69,000 VND, shoppers are entitled to join the draw.

This campaign, which ran from May 1, 2023, to June 18, 2023, exemplifies how a well-executed contest marketing strategy can yield remarkable results.

• The Tempting Prizes

One of the key elements that contributed to the success of YoMost’s in-store draw was the selection of enticing prizes. Customers were enticed with the prospect of winning a Samsung Flip 4 Phone, a movie voucher at CGV worth 1,000,000 VND, or a direct phone card load worth 10,000 VND.

These prizes catered to various interests, making the contest appealing to a broad audience. The allure of these rewards attracted participants and generated buzz around the campaign.

• The Perfect Timing

Timing can be a critical factor in the success of any marketing campaign, and YoMost’s In-Store Draw hit the bullseye in this regard. The contest spanned a six-week period, providing ample time for customers to engage and participate.

In addition, May and June are also months when people are actively seeking entertainment options, making the movie voucher and smartphone prize even more enticing. By aligning the campaign with these factors, YoMost maximized its impact.

• Leveraging Technology: QR Codes

In the digital age, convenience is paramount, and YoMost recognized this by incorporating QR codes into their promotion. Customers could easily scan these codes to access detailed information about the contest, including rules, entry methods, and prize details.

This user-friendly approach eliminated any potential barriers to participation and ensured that interested customers had all the information they needed at their fingertips.

• Mini Shelf-Talkers for Visibility

Visibility is crucial to any marketing campaign, and YoMost employed a clever tactic to ensure their contest marketing didn’t go unnoticed. They used a custom shelf-talker strategically placed near their products in various stores.

These attention-grabbing promotional materials provided a quick and visually appealing way to inform shoppers about the contest. It’s a testament to the power of physical advertising in an increasingly digital world.

The Power of Contest Marketing

Contest marketing is a powerful tool for attracting shoppers by leveraging the basic human desire for competition, excitement, and rewards. Here’s how it works its magic to draw in eager shoppers:

• The Thrill of Winning

Humans are wired to seek rewards, and contests tap into this innate desire. When shoppers see a contest with enticing prizes, they’re naturally drawn in by the prospect of winning something valuable. The excitement of potentially “beating the odds” can be a strong motivator to engage with a brand or product.

• Engagement and Interaction

Contests often require participants to take specific actions, such as liking, sharing, or commenting on social media, subscribing to newsletters, or visiting a website. This increased interaction not only exposes shoppers to the brand but also creates a sense of involvement and connection.

• Word-of-Mouth Marketing

Contests encourage participants to share their entries and experiences with friends and family, amplifying the reach of the promotion. This word-of-mouth marketing can lead to a viral effect, reaching a broader audience and attracting even more shoppers to join in.

• Data Collection

Many contests require participants to provide their contact information, which can be valuable for future marketing efforts. Businesses can use this data to nurture leads and convert contest participants into loyal customers.

• FOMO (Fear of Missing Out)

When people see others participating in a contest and winning prizes, they may experience FOMO, prompting them to join in and not miss out on the excitement and potential rewards.

Tips for Running a Successful Contest Marketing Campaign

Running a successful contest isn’t just about luck; it requires careful planning, creativity, and attention to detail. Here are some invaluable tips to ensure your contest marketing campaign hits all the right notes:

1. Define Clear Objectives

Before launching your contest, ask yourself, “What do I want to achieve?” Are you aiming to increase brand awareness, collect user-generated content, boost sales, or gather customer data?

Clearly defining your objectives will guide your campaign’s design and help you measure its success effectively.

2. Choose Appealing Prizes

The allure of the prizes plays a significant role in attracting participants. Select contest gifts that resonate with your target audience and align with your brand. Make sure they’re valuable enough to generate excitement but relevant to your products or services.

3. Set Clear Rules and Guidelines

Transparency is crucial to build trust with your audience. Clearly outline the contest rules, entry requirements, eligibility criteria, and deadlines. Make it easy for participants to understand how to enter and what they can win.

4. Leverage Multiple Channels

Don’t rely on a single promotional channel. Spread the word about your contest through various platforms such as social media, email marketing, your website, and in-store displays. This multi-pronged approach ensures maximum reach and engagement.

5. Use Technology: Incorporate QR Codes

As seen in the case of YoMost, technology can simplify participation. Consider using QR codes to provide easy access to contest details, entry forms, and rules. This user-friendly approach enhances the customer experience.

6. Interact with Participants

Engage with your audience during the contest. Respond to questions, acknowledge entries, and create a sense of community around your brand. The more you interact, the more invested participants will become.

7. Follow Up Post-Contest

Once the contest ends, don’t disappear. Announce the winners, thank all participants, and share user-generated content. Use this opportunity to transition participants into loyal customers with exclusive offers or discounts.

Learn how other brands conduct their contest promotion in-store:

Kitkat surprised its customers with sweet treats for the coming TET holiday. The brand runs an in-store competition where customers can win exclusive and premium items.

This campaign allowed participants to redeem limited edition Heineken UEFA Champions League branded promotional gifts in exchange for crown corks or ring pulls.

As part of their marketing in Vietnam, Coca-Cola is having an in-store contest that allows customers to win cool rewards and vouchers. This is also a part of Big C’s Year of the Rat promotions. Big C is a supermarket in Vietnam.

Guinness gave its customers the chance to win various rugby-related prizes,  including tickets to the prestigious Six Nations Rugby Tournament, signed merchandise, rugby balls and gear, among many others!

In this giveaway, customers who buy one Nescafé product will be able to be in the contest. The first prize was a Mercedes-Benz car, and the second was a Yamaha scooter.

Putting It All Together

Contest marketing indeed stands as a captivating, engaging, and remarkably effective approach to attracting customers. When planned and done right, it helps brands increase their audience in a short period but also gain loyal customers in the long run.

Therefore, if you are considering running your own contest promotion, feel free to connect with us today. We can assist you in creating the perfect contest rewards that not only reflect your business but are also helpful to your recipients.

Our team of designers from Mindsparkz can create the product design you desire! Contact our team today for a detailed quote and more about our services.

All you need to know about contest marketing!

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