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.