A Holiday Contest Case Study
Facebook contests are a low-cost method of attracting new customers and deepening brand loyalty. Tillamook Grocery Outlet benefited from a small investment and earned a nice return on investment during the Thanksgiving holiday.
Holidays are a great time to capture the attention of customers and attract new customers looking for specialty foods, hard-to-find items, and better prices. The recently opened Tillamook Grocery Outlet wanted to take advantage of the holiday market to attract new customers, increase their FaceBook followers and raise their brand awareness in the Tillamook market.
The marketing strategy was simple—Run a 2-week contest requiring Facebook users to comment by answering, “What is the dish you are most looking forward to eating this Thanksgiving.” The prize was a Welcome Basket full of Grocery Outlet specialty items valued at $50. Every comment gained an entry. Due to Facebook’s strict rules concerning contests, the Tillamook store invited viewers to "follow their page and never miss a contest or event at their store" and did not make "follow" a point of entry to the contest.
Within two weeks, Tillamook Grocery Outlet increased its followers by 131 and an engagement of over 1,725 with more than 125 comments. This is significant considering Tillamook has an average population of 5,450. The industry standard, according to Hubspot, is 89% of consumers on Facebook will buy from the brand they follow, and 85% will recommend the brand to a family or friend.
All told, the cost of this contest to acquire a new follower was 49¢ each.
If we base the average basket purchase at $40.21 per visit, the ROI of the 113 new followers equals $4543. Not bad for a $50 investment, engaging content on your Facebook page, and a surprise and delight for your customers during the holidays.
Don't forget the additional reach of those same new followers who shared the contest with their Facebook friends, broadening the Tillamook store's reach even further.
Contests are easy to implement and manage. Just be sure to read up on Facebook's latest rules and requirements around contests and make sure you have a detailed contest rules page that is easily accessible to your Facebook viewers. Now just use your imagination and launch a contest today and see your engagement rates take off.
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