How to Promote Your Engagement Campaigns: A Checklist

by Julie Foley Second Street

Promoting on Your Website

  • Create a page on your site where all of your contests can be found.
  • Have a specific link to this contesting page in the homepage navigation.
  • Add run-of-site or -section banner ads linking to the contest.
  • Place a contesting widget on your homepage.
  • Promote the contest in the features section of your homepage.
  • Use a sliding billboard, expanding pencil, or peel-away ad during key times during the contest (such as when it first launches, when voting has begun, or right before the last chance the enter).

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Clearly Label Your Contest Page on Your Website

Promoting via Core Media

  • Place traditional advertising in print.
  • If the contest is bundled with a special section, be sure to promote within that section.
  • Create a :15 spot to be played on air.
  • Have your talent mention the contest on air.
  • Create a follow-up story about the contest winner and prize (especially if the prize was provided by your sponsors).

Promoting on Social Media

Facebook

  • Post a link to the campaign on your Facebook page and/or your sponsor’s Facebook page, and include an image and call-to-action for best results.
  • Pin the post to the top of your page.
  • Create a contests tab and make it visible on your page.
  • Consider creating a Facebook page just for contests.

Twitter

  • Tweet about the campaign from your company account or contesting account.
  • Include a shortlink to the contest page in all tweets, as well as any relevant @ mentions such as the venue that the concert will be held at for a ticket giveaway, or the name of the business that is sponsoring or giving the prize.
  • If it makes sense for your contest, create a unique #hashtag so users can find all of the tweets related to your contest.

Other Social Media

  • Post images to Instagram with a shortlink to the campaign.
  • Pin your campaign image to your Pinterest page.
  • …and so on for any other social media accounts you use.

Promoting via Email

  • Send an email to all past contest players announcing the new contest.
  • Send an email to your entire promotional database gathered from opt-ins announcing the contest.
  • Send reminder emails right before the submission period ends, right before voting begins, and after the contest to thank players for participating and announcing the winners.
  • Send an offer or coupon from your sponsor, if possible.
  • Encourage your sponsor to promote to their database as well.

Promote Your Campaigns with Dedicated Emails

Promoting at Live Events

If your company takes part in a live event such as a bridal event, home show, or kids expo and are running a related campaign, the following promotional tactics can also be used:

  • Have information about your contest available at your booth.
  • Allow people to enter the contest on-site via an iPad, or have a professional photographer onsite with a step and repeat background for your media company.
  • Print cards with contest information and a shortlink for people to take home.
  • If it’s an option, you can also create signage for your sponsors to display at their locations, including a QR code or re-direct so people can easily enter the contest.