The purpose of running a contest is to reward existing fans for loyalty and to generate interest (and follows) from new fans. Here are some tips on how publishers can involve fans, get entries and generate buzz.
1. Let your existing fans pick the prize
Involving fans in the decision-making process creates a sense of buy-in, contribution and commitment to the contest. They've had a say in it and are more likely to share it with friends. Also existing fan feedback on the prize can be valuable insight into the interests of your fan base.
What I would do:
Fall is the big season for new titles. If I was working for a press, I would post announcements about the upcoming titles and link to a voting page where fans could nominate titles to be included in upcoming prize packages. I would ask authors, sales reps and booksellers to share the information and I would promote it through the company newsletter, social media and website.
I'd run this mini-campaign for 3-5 days so that I could announce the Pick A Prize promotion on day 1, generate more shares on day 2 and then create a sense of urgency in posts on day 3, i.e., “Voting closes today. Have your say on what books we giveaway.”
As part of the voting page, I would include the sales handle for each title and a “Sample” link. I would measure the number of samples downloaded or viewed.
Note: The order of the titles on the page is important since the first books will get the most views. Make those your key titles vs sorting alphabetically by title or author. At the end of the Sample include Buy links and share on social media options. For Twitter users, include the author's handle and the publisher's handle or a tool that will auto-populate the Twitter or Facebook post and include those elements. Bonus if you have a contest hashtag that can be used as well.
2. Run short-run, frequent contests through the fall
Shorter-duration (3-5 days) contests that are run more frequently are better than longer, large-scale contests because the audience perceives the chances of winning being higher. They are more likely to enter.
It is also easier to create and sustain momentum for shorter contests because you can generate a lot of social media posts in a short span of time related to the contest start, the contest prize, the number of prizes available, and the contest end time.
What I would do:
I would use the titles selected by existing fans and create cluster contests with titles that are pubbing close together. Instead of offering a gift package of 3 books, I'd run 3 separate contests, each spaced a few days apart. I would also create some compelling artwork for the contests that could be used in ads and sponsored posts.
3. Use a contest app that allows for viral incentives, multiple entries, and captures email addresses
Viral incentives are the functions within most contest apps that allow entrants to share the contest with friends for a bonus entry. These are bult-in functions that make it easy for entrants to spread the word.
Allowing multiple entries increases the chances of winning, which means entrants are likely to enter each day. This keeps the prize title top of mind.
Picking a contest app that captures an email address as part of the entry is beneficial if you also run an email newsletter. Be mindful that entrants must opt-in to receive the newsletter.
What I would do:
I would use a contest app like <a href=”https://antavo.com/”>Antavo</a>, <a href=”http://www.shortstack.com/”>ShortStack</a> or <a href=”http://www.wishpond.com”>Wishpond</a>, and take advantage of the buit-in functions of the tool.
Following the entry submission, or as part of the submission, I'd add a field to capture email address, i.e., “Sign up to hear about more great contests.”
Then I would send an announcement to those new sign-ups when the next contest is running. I might also encourage them at that point to subscribe to the regular newsletter to hear more about the title they entered to win, the author's tour dates and similar titles.
My goal in running a contest is to generate interest in a title, which is measured by the number of entries, the number of shares of the contest, and the number of subsequent actions like signing up for the newsletter, adding the book as “To Read” on Goodreads, or showing other forms of interest or intent to read/buy.
4. Make sure it's mobile
Social media is often consumed on the go so the ability to enter from a mobile or tablet is key to any contest. The contest apps mentioned above are cross platform.
What I would do:
In July-August, I would plot out the promotions for fall and make a checklist of all the components that need to be prepared in advance so that they are ready to go. I'd brainstorm the names of the promotions and hashtags until I found the best option and I'd get any creative underway. I'd give authors a heads up and ask for their support. And I would make sure that all the touchpoints for the contest are mobile friendly.
Have any contest tips to share? Need help planning, or measuring success? Let me know.
