Upcoming talk → Unlocking the Ai Advantage – B2B Expos Farnborough – 12th Sept 2024 –  CLICK HERE

Ask Jamie: How Do I Run an Effective Facebook Competition?

Ask Jamie: How Do I Run an Effective Facebook Competition?

Q: I’m planning to run a Facebook competition offering a year’s worth of guitar lessons (worth £900) as the main prize. How should I handle the runners-up prizes, terms and conditions, and what if I get more demand than I can handle?

A: This is a brilliant question that touches on several key aspects of promotional marketing. I love discussing this with my coaching clients because competitions, when done right, can be fantastic lead generators – but there are some important principles to consider.

Getting the Prize Right

First, let me commend you on your choice of prize.

Here’s why it’s clever: you’re not just giving away something valuable, you’re qualifying your leads.

Think about it – only people genuinely interested in learning guitar will enter, which means every entry is a potential customer. That’s marketing gold.

When promoting the prize, absolutely emphasise that £900 value. It’s significant enough to grab attention but specific enough to feel real. I had a client recently who rounded down their prize value trying to be modest – big mistake.

People need to understand the true value of what they could win.

Terms and Conditions: Keep It Simple

Here’s something I’ve learned through helping businesses with promotions: complexity kills competitions. You need terms and conditions, yes, but they should be crystal clear.

I recommend keeping them to:

  • Clear prize description (12 months of group guitar lessons worth £900)
  • How to enter
  • Entry deadline
  • How winners will be chosen
  • How winners will be notified

Remember, Facebook has its own competition rules too. They prefer simple, straightforward promotions – no complicated sharing mechanisms or convoluted entry requirements.

Managing Runners-Up Prizes Strategically

This is where it gets interesting from a marketing perspective.

I always advise my clients to think of runners-up prizes as marketing tools, not consolation prizes. A £40 voucher towards tuition is perfect because:

  • It feels like a genuine prize
  • It encourages trial of your service
  • Most people will spend more than the voucher value
  • It creates immediate engagement with potential customers

The “Too Much Demand” Opportunity

Now, here’s where many business owners see a problem, but I see an opportunity. What if you get more redemptions than you can handle? Brilliant! This is what I call a “high-quality problem.”

Think about it this way: if you suddenly had 50 new students wanting lessons, that’s not a capacity issue – that’s a growth opportunity. It’s the perfect situation to:

  • Bring in additional teaching staff
  • Expand your business
  • Scale your operations

Imagine being able to say to a potential new teacher: “I’ve got a class of students ready and waiting for you.” That’s a compelling offer that attracts quality staff.

Making It Work Long-Term

The key to successful competitions isn’t just running them – it’s leveraging them for sustainable business growth.

Consider:

  • How you’ll capture contact details of all entrants
  • Your follow-up strategy for non-winners
  • Ways to convert one-time voucher users into regular students
  • Using the competition results for future marketing

Want to Create Your Perfect Promotion?

If you’d like help designing a competition that drives real business growth, let’s talk about it. Book a virtual coffee with me, and we can explore how to:

  • Structure your competition for maximum impact
  • Create terms that protect your business
  • Plan for success and growth
  • Turn competition entries into long-term customers

Best wishes,
Jamie

P.S. Remember, a well-planned competition isn’t just about giving away prizes – it’s about growing your business strategically.

Picture of Jamie Morgan

Jamie Morgan

Jamie Morgan is a business coach and marketing specialist who works with businesses to help them crack the rhythmic acquisition of customers. His implementation of the Entrepreneurs Marketing & Sales System into businesses boosts revenue and markedly improves profit.

Jamie is an EC Certified Business Coach, Fellow of the Institute of Enterprise and Entrepreneurs and a Member of the Chartered Institute of Marketing.